Electronic Marketing and Tourism Development: Evidence from the Tourism and Hospitality Industry in Oman

Abstract

Purpose: The objectives of the study was to examine the effect of electronic marketing on the development of the tourism and hospitality industry in Oman; To assess the influence of different dimensions of electronic marketing on the performance of tourism and hospitality businesses in Oman and to determine the most influential electronic marketing dimension contributing to the development of the tourism and hospitality industry in Oman.

Design/methodology/approach:  This study adopted a mixed-methods approach using a descriptive research design to examine the effect of electronic marketing on the tourism and hospitality industry in Oman. Primary data were collected through a structured online questionnaire. The target respondents comprised local and international tourists who had experience using electronic marketing platforms during their travel. A convenience sampling technique was employed.

Findings: The study found that electronic marketing has a significant positive influence on the tourism and hospitality industry in Oman. Respondents perceived e-marketing as essential for the future development of tourism, enhancing business promotion, creating positive first impressions, and improving global competitiveness. Social media emerged as the most effective electronic marketing channel. Regression analysis further confirmed a significant positive relationship between support for e-marketing and its perceived impact on tourism development.

Research implications: The findings contribute to the growing body of knowledge on digital marketing in tourism by providing empirical evidence from the Omani context. The study demonstrates the strategic importance of electronic marketing in enhancing tourism promotion and business competitiveness. It also offers a foundation for future research on digital marketing adoption, consumer behaviour, and the effectiveness of emerging technologies in the tourism and hospitality industry

Social implications: The study highlights the potential of electronic marketing to improve public awareness of Oman's tourism attractions and hospitality services, thereby encouraging greater domestic and international tourism. Increased adoption of digital marketing can support employment generation, strengthen local tourism businesses, and contribute to economic diversification. Effective electronic marketing also enhances customer access to tourism information, resulting in improved travel planning and visitor experiences.

Originality/Value: This study provides empirical evidence on the influence of electronic marketing on the tourism and hospitality industry in Oman, a context that has received relatively limited research attention. Unlike previous studies focusing on individual digital marketing tools, this research examines the overall contribution of electronic marketing to tourism promotion, hospitality development, and destination competitiveness, thereby offering practical insights for tourism businesses and policymakers in Oman.

JEL: M31, L83, O33, Z32, M15.