Browsing by Author "Aliyu, Abdulrafih Olokonla,"

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    Assessing the Impact of Digital Marketing Strategies on Customer Patronage in the Hotel Industry
    (Department Of Marketing, Faculty Of Management Sciences, University Of Benin, Benin City., 2024-12) Bello, kamal Asola PhD.; Aliyu, Abdulrafih Olokonla,; Abdulkareem Roheemat Busayo;
    Hospitality industry comprising hotels, restaurants and various tourism services, which has long been a cornerstone of economic activities globally and locally, Modern consumers are increasingly using digital platforms to make decisions about where to stay, eat, and visit, specifically, the study determined: the impact of social media engagement on brand awareness in hospitality industry in Ilorin Metropolis, and also examined the effect of web engagement in increasing booking rate in hospitality industry in Ilorin Metropolis. A sample size of 320 customers of E- phoenix, Princess Hotels, and Whitefield Hotels was selected. Questionnaire was used to collect data and multiple regression was employed to analyse the data collected. Findings revealed that social media engagement significantly enhances brand awareness, with a strong positive correlation(R= 0.859, R2 = 0.738) Similarly, web engagement was found to influence booking rates positively, supported by a moderate correlation(R=0.637, R2 =0.405) The study recommended that enhancing social media strategies, optimizing website experiences to capitalize on digital opportunities in the dynamic hospitality market.