Evaluating The Effectiveness Of Digital Marketing Tools On Consumer Purchase Decisions In The Indian Online Travel Industry: A Sustainable Development Goals (SDG) Perspective

Abstract

Purpose: The rapid evolution of digital marketing has significantly transformed the landscape of the travel industry, particularly in the context of Indian online travel portals. This study aims to analyse the effectiveness of various digital marketing tools, such as social media, email marketing, and search engine optimization, and to assess their impact on consumer purchase decisions. Additionally, the research aligns with the Sustainable Development Goals (SDGs) by exploring how digital marketing can contribute to sustainable economic growth (SDG 8) and responsible consumption (SDG 12) within the travel industry. The study seeks to provide a comprehensive understanding of how these tools influence consumer behaviour, drive sales, and promote sustainability in online travel services in India.

Design/Methodology/Approach: The study employed a structured questionnaire to collect primary data from a sample size of 236 respondents. The questionnaire was designed to gather insights into consumer perceptions and experiences with digital marketing campaigns executed by Indian online travel portals. The collected data were subjected to graphical analysis, ANOVA, and regression analysis to identify trends and relationships between variables, with a focus on their alignment with SDGs.

Findings: Preliminary findings suggest that social media and email marketing are perceived as the most effective digital marketing tools, significantly influencing consumer awareness and engagement. The study concludes that digital marketing tools play a crucial role in shaping consumer behaviour and decision-making processes in the Indian online travel industry. Furthermore, these tools can be leveraged to promote sustainable travel practices, thus contributing to the achievement of SDG 8 and SDG 12. The implications of these findings suggest that travel portals should invest in robust digital marketing strategies, focusing on personalized and engaging content to enhance consumer engagement, conversion rates, and sustainability.

Research Limitations/Implications: This research contributes to the existing body of knowledge by providing empirical evidence on the effectiveness of digital marketing tools in the travel sector and their potential to advance SDGs. It offers valuable insights for marketers and strategists in the travel industry to optimize their digital marketing efforts, leading to increased consumer satisfaction, business growth, and sustainability. Future research could expand on these findings by exploring the long-term effects of digital marketing on consumer loyalty, brand perception, and sustainable travel behaviour.

Originality/Value: The study offers a novel examination of the specific impacts of various digital marketing tools on consumer purchase decisions within the Indian online travel industry, while also highlighting the potential of these tools to support the achievement of Sustainable Development Goals. The findings provide practical recommendations for enhancing digital marketing strategies in this sector, with a focus on sustainability.