International Journal of Marketing Research Innovation

ROLE OF INFORMATION TECHNOLOGY AND TOURISM PROMOTION IN BANGLADESH

2024-08-09T11:05:57+00:00

Tourism is travel for entertaining and spending relaxation time with a memorable event. Information technology is becoming a major factor in many facets of a nation, even the tourism industry, which is heavily reliant on technology. The collection, handling, and preservation of textual and numerical data facilitate tourists' understanding of the destination and meet their needs. The objective of the study is to find the roles and importance of information technology in tourism promotion in Bangladesh. Besides, this study was to examine the usages of online travel websites, social media platforms, and different blog for travel planning, the significance of information technology for tourism businesses. The study used a qualitative in approach .For conducting this study primary and secondary data has been used. Primary data has been collected following structured questionnaire from the respondent and secondary data has been collected from journal, article and books. To evaluate the responses of the respondents a five-point likert scale was used. The study revealed that information technology can significantly influenced on customer service, communication processes, destination marketing and promotion, sustainable tourism initiatives, customer service and engagement resulting in increased customer satisfaction and loyalty. Respondents opined that technology can be used to raise visitors' awareness and educate them about local culture. Besides, that many individuals prefer mobile applications for booking travel and managing itineraries. The findings of this studies suggest that investing in technological infrastructure, upgrading IT systems, and training employees for enhancement digital skills are essential measures for tourism businesses to maximize the potentiality in that sectors.

JEL Classification Codes: O33. Q55, Z32.

CUSTOMERS' RESPONSE TOWARDS ONLINE BUSINESS DURING THE COVID-19 PANDEMIC: A CASE STUDY ON SELECTED ONLINE BUSINESSES IN AN EMERGING COUNTRY

2025-01-16T07:02:49+00:00

Nowadays, online business plays a significant role in the digital era. People all over the world are highly engaged in online business. Moreover, consumers are shifting their buying behavior towards online business rather than spot purchases. The popularity and significance of online business have increased dramatically in the period of COVID-19. Many people have started their businesses rather than finding new jobs and other opportunities. However, online business owners may not receive similar responses from their customers. This study investigates customers' reactions toward online businesses during the COVID-19 pandemic, focusing on selected online businesses in an emerging country. The purpose is to evaluate how online business owners adapted to changes in customer behavior. The primary objectives include analyzing customer responses during the pandemic, identifying the social media platforms used for online businesses, comparing customer interactions before and during the pandemic, and providing actionable recommendations for new online businesses to attract and retain customers. A quantitative and exploratory research design was employed, with data collected through surveys involving 40 online business owners. Statistical tools such as descriptive statistics, correlation analysis, and graphical representations were used for data analysis. The findings reveal that customer responses to online businesses were generally positive during the pandemic, with increased sales for many business owners. Specific strategies, including modest price reductions, played a role in this success. The study concludes that online businesses experienced growth during the pandemic, driven by adaptive strategies and evolving consumer preferences.

JEL Classification Codes: M1, M3.

THE LINKAGE OF SUBSCRIPTION DECISIONS FROM SEVERAL FACTORS AT VIDEO ON-DEMAND STREAMING SERVICES IN JAKARTA CITY, INDONESIA

2025-01-19T17:26:50+00:00

The internet era and digital industry are increasingly benefiting from the increasing use of the internet in Asian countries. In the next few years, the existence of this video-on-demand streaming application will be increasingly popular among the public. This study aims to linkage between e-service quality and user experience impact on subscription decisions simultaneously and partially in Video On-Demand Streaming services in Jakarta City, Indonesia. This study uses a quantitative approach using multiple regression and causality type. Data collection from the period of March to June 2024 to participants at least 3 months and are at least 17 years old who subscribe to video-on-demand streaming services. Data procession with multiple regression analysis. This evidence supports based on proven empirical the Subscription Decisions from several factors, i.e., the significance of e-Service Quality and User Experience of Disney+ Hotstar Video On-Demand Streaming service application, with forty-six point eight percent both of them contributing components in this study. Hereafter, each of the e-Service Quality and User Experience factoring to influence the subscription decisions as partially at Video On-Demand Streaming Service of Disney+Hotstar as significantly. The study's findings serve in-depth information for provider applications, especially in Indonesia to sustain by continuing to display film recommendations via the search icon and continuing to provide the latest films and series. This study recommended that understanding customer consumption patterns is important, as well as scheduling favorite films seasonally based on the amount of time spent on favorite genres/films and conducting surveys as often as possible with customers.

JEL Classification Codes: C0, C83, M31, M37, N35.