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Keywords: Intention to use digital marketing
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Journal Articles
Tourism and hospitality SMEs and digital marketing: what factors influence their attitude and intention to use from the perspective of BRT, TAM and IRT
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Journal of Hospitality and Tourism Insights (2025) 8 (4): 1546–1563.
Published: 19 December 2024
...Naveed Ahmad; Hafiz Muhammad Wasif Rasheed Purpose The purpose of this study is to investigate the reasons (for and against) affecting owners' attitudes and intentions to use digital marketing (DM) strategies in tourism and hospitality (T&H) small and medium enterprises (SMEs), by employing...
