Influence Of Emerging Marketing Technologies On Market Performance In Tourism Industry In Kenya
Mohamed, Zahra A
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The technology of marketing is a generic term for the marketing of products or services that use the digital technology, mainly the Internet, but also includes mobile phones, graphic advertising and any other digital support. The main objective of the research was to establish the influence of emerging marketing technologies on marketing performance in the tourism sector in Kenya. The study has reduced its research on the main variables, which are wireless data, information technology, human-machine communication and social networks. The revision of the literature provides the reader with an explanation of the logical theory of the problem in question, as well as what has been done. The study was applied to the descriptive research project and the target population was 1, 314 respondents. These involved the marketing managers of selected tourist companies. The study has applied stratified random sampling to obtain a sample of 307 respondents. The questionnaires were analyzed through the use of quantitative and qualitative analyzes, tables and graphs were used to present the results. The study found that there was no agreement that tour operators would adopt the wireless technology. Most respondents do not agree that the tourism sector is an information-intensive sector with a significantly long value. Most respondents agree that information technology plays an important role in the tourism, travel and hospitality sectors. According to the results, most of the interviewees do not agree that the man-machine communication has improved the performances of the tourist companies. Respondents do not agree that hospitality technology has increased productivity. The study concluded that tourism companies in Kenya did not adopt wireless data communication for market tourism products. Information technology has changed the way tourism companies market their products, as evidenced by the increase in the number of customers. Man-machine communication has not been adopted by many tourist companies in Kenya. The study recommended that tourism companies adopt innovations in wireless technology to achieve benefits. Travel companies should integrate their marketing activities with emerging marketing technologies. Travel companies should consider whether man-machine technology improves their marketing skills.