Evaluation of the Influence of E-marketing on Patronage Behaviour and Its Attendant Challenges: A Case Study of Selected Hotels in Ado–Ekiti, Ekiti State, Nigeria

Abstract

This paper evaluated the influence of E-marketing on patronage behaviour and its attendant challenges in some selected hotels. This study employed a descriptive survey research design. This research work employed the use of structured questionnaire that is closed ended. A total of 22 copies of questionnaire were administered in the research work to elicit information from the respondent. Purposive sampling was used to select 11 three star hotels in the study area. 2 Management staff was selected using purposive sampling technique from each of the 11 selected 3 star hotels in the study area. The data collected were analysed through the use of descriptive method of data analysis such as tables, percentage and charts. The study revealed that E-marketing saves time and increases patronage level, E-marketing enhances patronage increase, quality website improves customer patronage and online advertising improves patronage level. However, it was also revealed that some of the challenges facing E-marketing includes no centrally acceptable payment method, Unstructured Presentation of Information, E-Marketing advertisements are poor, E-Marketing internet domain are weak as well as poor sensitization frustrates E-marketing. The study concluded that E-marketing is an important strategy to capture patrons who are use to online booking system and enhancement of convenient booking for online patrons who are relatively far from the locations of the hotels. However, the study recommended that the use of E-Marketing among establishments especially in hotels should be encouraged in order to capture people from far locations who need reservations at their own convenient time.