IDEAS home Printed from https://ideas.repec.org/a/ibn/ijbmjn/v20y2025i4p243.html
   My bibliography  Save this article

The Influence of User Subjective Norms in Shaping Digital Marketing Strategies for Business Performance of Ecotourism Operators in Arusha, Tanzania

Author

Listed:
  • Ikonko I
  • Chachage B
  • Pasape L

Abstract

Purpose- The study examines how user subjective norms on digital marketing strategies influence the business performance of ecotourism operators, highlighting the growing trend of online engagement among businesses seeking a robust digital presence. Design/ methodology approach- The study uses a quantitative approach with an explanatory design to examine the relationship between user subjective norms and business performance. It involves a sample of 320 ecotourism operators from Tanzania, who were selected through a random sampling technique. Data was collected through structured questionnaires, and Structural Equation Modelling (SEM) was used to analyse the data. Findings- The study reveals a strong correlation between subjective norms and business performance, emphasizing the importance of peer influence in adopting digital marketing practices. Social connections significantly influence marketing decisions, with a robust path coefficient of 0.69. The study suggests leveraging peer networks, implementing targeted training programs, and optimizing content on platforms like YouTube to enhance digital marketing adoption among ecotourism operators. By fostering a culture of digital marketing adoption, ecotourism operators can improve their competitiveness in the growing ecotourism market. Research limitation/ implication- This study has several limitations that should be considered. The sample was limited to a specific geographic region (Arusha, Tanzania), which may restrict the generalizability of the findings to broader ecotourism markets. Additionally, the reliance on self-reported data introduces potential biases, as participants may overestimate their engagement with digital marketing strategies.

Suggested Citation

  • Ikonko I & Chachage B & Pasape L, 2025. "The Influence of User Subjective Norms in Shaping Digital Marketing Strategies for Business Performance of Ecotourism Operators in Arusha, Tanzania," International Journal of Business and Management, Canadian Center of Science and Education, vol. 20(4), pages 243-243, August.
  • Handle: RePEc:ibn:ijbmjn:v:20:y:2025:i:4:p:243
    as

    Download full text from publisher

    File URL: https://ccsenet.org/journal/index.php/ijbm/article/download/0/0/51979/56579
    Download Restriction: no

    File URL: https://ccsenet.org/journal/index.php/ijbm/article/view/0/51979
    Download Restriction: no
    ---><---

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijbmjn:v:20:y:2025:i:4:p:243. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.