The Effect of ECommerce on Performance of Marketing in Tanzania Hotel Industry: A Case of Selected Hotels in Dar es Salaam City

Mushi, Jackson Simon (2023) The Effect of ECommerce on Performance of Marketing in Tanzania Hotel Industry: A Case of Selected Hotels in Dar es Salaam City. Masters thesis, The Open University of Tanzania.

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Abstract

This paper assesses the effect of implementing E-commerce system in hotel industry in Tanzania, specifically in Dar es salaam. The study specifically addressed the effect of perceived usefulness, perceived ease of use and perceived risk and their effect on marketing. A descriptive survey research design has been adopted in which 50 usable structured questionnaires from simple random selection of participants has been conducted. Descriptive analysis was used and the result shows most respondents at the rate of 56% of the respondents strongly agreed that using e-commerce makes marketing more easy than traditional marketing, the frequency value of 27equals to 54% of the respondents strongly agrees that, the use of e-commerce saves the cost of complying with traditional marketing. The study lastly revealed to have 56% of the respondents who agreed that the introduction of e-marketing was the best way to improve marketing performance. The study recommends that, hotels should strategically and innovatively find ways of enhancing and promoting performance and efficiency of marketing through application of e-commerce. The study further recommends the use of e-marketing to enable hotel business to improve their visibility, interactivity, efficiency and competitiveness. Keywords: Perceived usefulness, perceived ease of use, perceived risk, e-commerce

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