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Keywords: Restaurant owners
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Journal Articles
Adoption of digital marketing tools in independent businesses: experiences of restaurant entrepreneurs in India and United Kingdom
Available to Purchase
Worldwide Hospitality and Tourism Themes (2021) 13 (2): 214–235.
Published: 31 May 2021
.... In-depth interviews were conducted with restaurant owners to understand the extent of adoption of digital marketing tools and how they have embraced the digital change in running their business operations. Findings Findings shed light on major changes in consumer behaviour and the readiness...
