Exploring the Impact of E-Marketing Strategies on Overtourism: Assessing the Prospects and Challenges in the Hospitality and Tourism Industries

Abstract

This chapter explores the impact of e-marketing strategies on overtourism in Akure, Ondo State, Nigeria. While digital platforms have boosted tourism by increasing visibility and attracting visitors, they also risk leading to overtourism, where visitor numbers overwhelm a destination's capacity. Focusing on Akure's hospitality and tourism sectors, the study analyzes how e-marketing drives tourism demand, sometimes causing environmental strain, cultural degradation, and diminished local quality of life. It also highlights the potential for e-marketing to promote sustainable tourism by encouraging responsible travel and distributing tourist traffic. Challenges such as technical constraints, regulatory issues, and ethical considerations are addressed. The chapter offers recommendations for balancing tourism growth with sustainability, ensuring Akure remains an attractive destination for future generations.