{"_buckets": {"deposit": "839e5bfe-dd2b-4813-b4c3-6ab768cdca1b"}, "_deposit": {"created_by": 20, "id": "10528", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "10528"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00010528", "sets": ["1698989833663", "1582963436320"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Effect of Digital Marketing Practices on Domestic Tourist Buying Behavior at Oway Travels and Tours ( Thaingar Aung Soe, 2024)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The main objective of the study is to examine the effect of digital marketing \npractices on domestic tourist buying behavior at Oway Travels and Tours. To achieve this\nobjectives, the study employs both quantitative research method and descriptive statistics.\nBoth primary and secondary data are utilized in this study. Primary data were collected \nfrom 500 respondents, selected through random sampling method from out of 2,500\ndomestic tourists who made purchases at Oway Travels and Tours in 2023. In this study,\nthere are five digital marketing include such as email marketing, affiliate marketing, search \nengine marketing, social media marketing, and mobile marketing. The study found that,\nthese five digital marketing practices positively and significantly affect domestic tourist\nbuying behavior. Among them, social media marketing has the highest effect on the \ndomestic tourist buying behavior whereas email marketing has the lowest effect on \ndomestic tourist buying behavior. The findings suggest that Oway should enhance its digital \nmarketing practices for better engagement with potential and current domestic tourist.\nMoreover, Oway should improve email content relevance and link functionality, refine\nproduct recommendations in affiliate marketing, and enhance the target and content of \nsearch engine ads are critical for boosting campaign effectiveness. By focusing on these \nareas, Oway can optimize its digital marketing efforts and drive stronger consumer \nengagement and buying decisions."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2024-12-23"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Thaingar Aung Soe, MMM II - 031, 2nd Batch.pdf", "filesize": [{"value": "561 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 561000.0, "url": {"url": "https://meral.edu.mm/record/10528/files/Thaingar Aung Soe, MMM II - 031, 2nd Batch.pdf"}, "version_id": "af2537b4-047a-4aa3-9e4b-6df617bd00df"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Aye Thu Htun"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Thaingar Aung Soe"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2024-09-01"}, "item_title": "Effect of Digital Marketing Practices on Domestic Tourist Buying Behavior at Oway Travels and Tours ( Thaingar Aung Soe, 2024)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1698989833663"], "permalink_uri": "https://meral.edu.mm/records/10528", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2024-12-23"}, "publish_date": "2024-12-23", "publish_status": "0", "recid": "10528", "relation": {}, "relation_version_is_last": true, "title": ["Effect of Digital Marketing Practices on Domestic Tourist Buying Behavior at Oway Travels and Tours ( Thaingar Aung Soe, 2024)"], "weko_shared_id": -1}