2026-10-26T20:12:36Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00010528 2024-12-23T05:05:39Z 1582963436320 1582963436320:1698989833663

Effect of Digital Marketing Practices on Domestic Tourist Buying Behavior at Oway Travels and Tours ( Thaingar Aung Soe, 2024) Thaingar Aung Soe The main objective of the study is to examine the effect of digital marketing practices on domestic tourist buying behavior at Oway Travels and Tours. To achieve this objectives, the study employs both quantitative research method and descriptive statistics. Both primary and secondary data are utilized in this study. Primary data were collected from 500 respondents, selected through random sampling method from out of 2,500 domestic tourists who made purchases at Oway Travels and Tours in 2023. In this study, there are five digital marketing include such as email marketing, affiliate marketing, search engine marketing, social media marketing, and mobile marketing. The study found that, these five digital marketing practices positively and significantly affect domestic tourist buying behavior. Among them, social media marketing has the highest effect on the domestic tourist buying behavior whereas email marketing has the lowest effect on domestic tourist buying behavior. The findings suggest that Oway should enhance its digital marketing practices for better engagement with potential and current domestic tourist. Moreover, Oway should improve email content relevance and link functionality, refine product recommendations in affiliate marketing, and enhance the target and content of search engine ads are critical for boosting campaign effectiveness. By focusing on these areas, Oway can optimize its digital marketing efforts and drive stronger consumer engagement and buying decisions. 2024-09-01 https://meral.edu.mm/records/10528