SOCIAL MEDIA PLATFORMS, DIGITAL MARKETING AND SERVICE DELIVERY AMONG TOUR OPERATORS IN THE HOSPITALITY INDUSTRY: EVIDENCE FROM LAGOS STATE, NIGERIA

Abstract

This study evaluates the adoption and utilisation of Instagram and Twitter for e-marketing and service delivery among tourism and tour operators in Nigeria’s hospitality industry. A positivist research philosophy and a deductive approach were employed, with data collected through an online survey of 273 participants. Descriptive and inferential analyses were conducted, including linear regression and chi-squared tests. The study's results demonstrate substantial adoption of social media, with Instagram and Twitter contributing significantly to e-marketing effectiveness and service delivery. Statistical analysis revealed a mean score of 5.84 for visual content sharing and 5.54 for influencer collaborations, indicating very high utilisation of these strategies. Additionally, user-generated content had a mean score of 5.45, further emphasising its role as an effective e-marketing tool. The impact of real-time communication was reflected in a mean score of 5.43, confirming its positive influence on customer engagement and brand visibility. Experience was found to significantly affect social media use, with a p-value of 0.027, while education level and years of social media use showed limited influence, as indicated by non-significant p-values of 0.159 and 0.067, respectively. The study concludes that Instagram and Twitter are valuable tools for tourism operators in Nigeria. It recommends further integration of these platforms into marketing strategies, with an emphasis on mobile optimisation, real-time communication, and age-appropriate content. Finally, the study highlights the need for multi-channel communication approaches to maximise the impact of emarketing efforts in the hospitality sector. Keywords: E-marketing, Service delivery, T