Effectiveness of Digital Marketing and Online Customer Behavior in the Hotel Industry

While digital marketing has been implemented, the research and development of models and theories guiding the selection and usage of various digital channels are still in their early stages. Digital marketing encompasses a wide range of activities, including but not limited to Internet marketing, e-commerce, mobile marketing, and e-marketing. To gain a deeper understanding of consumers, research on customer behavior focuses on demographics, personality traits, and behavioral patterns such as frequency of use, brand loyalty, advocacy, and propensity to recommend. This research aims to evaluate the correlation and impact between the effectiveness of digital marketing and online customer behavior in the Chennai hotel industry. The independent variable in this study is digital marketing, while the dependent variables include digital marketing utilization, advantages and disadvantages of digital marketing, and perception of digital marketing. Online customer behavior is a dependent variable, and its sub-variables encompass confidentiality and security, Web site atmosphere, Web site usability, trust, customer service and fulfillment, as well as interactivity/connectivity. To collect data for this descriptive study, a questionnaire distributed to 305 consumers involved in the Chennai hotel business. The multiple regression analysis was used for data analysis. The results of this study indicates a strong connection and significant influence between the effectiveness of digital marketing and online customer behavior in the Chennai hotel industry.