Abstract

The goal of this analysis is to examine the various factors influencing the adoption of digital marketing E Marketing by the tourism industry in Nepal. The research validates a methodological framework for the application of TAM and IDT models to clarify E marketing acceptance using a qualitative methodology in which information is gathered on the basis of a survey method by questionnaires to answer various rates of the study. Advanced statistical methods and Structural equation models were used to examine the data collected. The results showed that the internal and external influences of the Nepalese tourism institutions have a significant impact on the implementation of E Marketing by these organizations. Similarly, the results have verified that IT hypotheses that is, TAM and IDT are true in the example of e Marketing adoption by the tourism sector in Nepal. The findings highlight the relevance of environmental conditions for the implementation of E Marketing and contribute to the extremely limited number of empirical studies that have been performed to examine the acceptance of E Marketing in emerging markets. Girish Shrestha "Factors Affecting Digital Marketing in Tourism: An Empirical Analysis of the Nepal Tourism Sector" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-6 , October 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29405.pdf Paper URL: https://www.ijtsrd.com/management/marketing-management/29405/factors-affecting-digital-marketing-in-tourism-an-empirical-analysis-of-the-nepal-tourism-sector/girish-shrestha

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