Abstract

Purpose: The study examines how user subjective norms on digital marketing strategies influence the business performance of ecotourism operators, highlighting the growing trend of online engagement among businesses seeking a robust digital presence.

Design/ methodology approach: The study uses a quantitative approach with an explanatory design to examine the relationship between user subjective norms and business performance. It involves a sample of 320 ecotourism operators from Tanzania, who were selected through a random sampling technique. Data was collected through structured questionnaires, and Structural Equation Modelling (SEM) was used to analyse the data.

Findings: The study reveals a strong correlation between subjective norms and business performance, emphasizing the importance of peer influence in adopting digital marketing practices. Social connections significantly influence marketing decisions, with a robust path coefficient of 0.69. The study suggests leveraging peer networks, implementing targeted training programs, and optimizing content on platforms like YouTube to enhance digital marketing adoption among ecotourism operators. By fostering a culture of digital marketing adoption, ecotourism operators can improve their competitiveness in the growing ecotourism market.

Research limitation/ implication: This study has several limitations that should be considered. The sample was limited to a specific geographic region (Arusha, Tanzania), which may restrict the generalizability of the findings to broader ecotourism markets. Additionally, the reliance on self-reported data introduces potential biases, as participants may overestimate their engagement with digital marketing strategies.

This work is licensed under a Creative Commons Attribution 4.0 License.