Small Travel Agencies and Adoption of Digital Marketing: Digital Marketing in Tourism

Abstract

Small travel agencies (STAs) play a pivotal role in the tourism sector but are facing an existential crisis due to the slow adoption of digital marketing. This study therefore explores the adoption of digital marketing among STAs, an entity whose perspectives do not find much place in the published academic literature. A qualitative exploratory study was conducted to explore the factors that trigger the adoption of digital marketing among STAs. Themes were identified from the rich data collected from 25 owners or senior executives of STAs of India through semi-structured interviews. The findings of the study validated the role of digital marketing and its positive impact on organisational performance. The study offers insightful theoretical and practical implications.