Assessing the Impact of Digital Marketing Tools on Consumer Decisions in India’s Online Travel Industry A Sustainable Development Goal (SDG) Perspective

Abstract

The quick growth of Marketing in Digital way has extremely changed the landscape of the travel business, particularly in relation to Indian online travel portals. The intent of this work is to assess the effectiveness of diverse digital marketing techniques, like social media, email marketing, and search engine optimization, and how they affect customer purchasing decisions. Furthermore, the study correlates with the Sustainable Development Goals (SDGs) by investigating the way digital marketing may benefit to sustainable economic growth (SDG 8) and responsible consumption (SDG 12) in the tourism sector. The study aims to give a complete knowledge of how do these advancement influence customer behaviour, increase sales, and promote sustainability in India's online travel services.

Design/Methodology/Approach:The study used a structured questionnaire to obtain primary data from a sample of 236 respondents. The questionnaire was created to obtain information on consumer’s perspectives and experiences with digital marketing initiatives run by Indian Online travel sites. The acquired data underwent graphical, ANOVA, and regression analysis to find patterns and connections between variables, with an emphasis on their alignment with the SDGs.

Findings:According to initial investigations, social media & email marketing are the greatest efficacious digital marketing tools for boosting client awareness and engagement. The article demonstrates that the digital marketing tactics develop a profound impact on customer behaviours and decision-making processes in Indian inline travel industry.

Furthermore, these technologies may be used to encourage sustainable travel industry contributing to the attainment of SDGs 8& 12. This leads highlight that travel websites should engage in effective DM tactics with an emphasis on tailored and engaging content, to improve customer engagement, conversion rates and sustainability.

Research Limitations/ Implications:The article strengthens the prevailing field of knowledge by providing empirical data on the efficacy of DM techniques in the tourism industry and their potential to advance the SDGs. It provides vital data for travel marketers and strategists to improve their digital marketing activities, resulting in enhanced consumer happiness, business growth, and sustainability. Future study might build on these findings by looking at the long-term impacts of DM on consumer loyalty , brand perception and sustainable travel behaviour.

Originality/Value:The study provides a new investigation of the particular implications of several digital marketing tools on consumer purchase decisions in the Indian online travel business, as well as highlighting the technologies' potential to help accomplish the Sustainable Development Goals. The outcomes provide realistic suggestions for improvement of digital marketing techniques in this industry, with an emphasis on sustainability....