The Adoption of Digital Marketing to Promote Adventure Tourism in Eastern India: A Synergistic Effect on Consumer Behavior

Abstract

Digital Marketing is an umbrella term for the targeted measurable and interactive marketing of products and services using digital technologies to reach and convert leads into customers and retain them. The key objective is to promote brands, build preference and increase sales through various digital marketing techniques Adventure travel is a type of tourism, involving exploration or travel with perceived (and possibly actual) risk, and potentially requiring specialized skills and physical exertion. Adventure tourism has grown in recent decades, as tourists seek different kinds of vacations, but measurement of market size and growth is hampered by the lack of a clear operational definition. Through this paper we examined how exploring digital marketing channels like internet, email, mobile apps and others make a communication bridge with the prospecting customers influencing the behavioral characteristics like decision –making, values, motivations, self-concept, expectations, attitudes, perceptions, satisfactions, trust and loyalty on the adventure tourism on the eastern part of India. The adventure - tourism managers will be benefitted to sustain the inflow of adventure-tourists and revenue to strive towards meeting expectations of adventure-tourists and make information regarding the destination more accessible. The empirical analysis are based on a survey research. Aself-administered questionnaire is developed, based on a thorough literature review. The quantitative analysis through several statistical procedures were used to derive the findings of the study