African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4203

Full Length Research Paper

Influence of user-perceived behavioural control of digital marketing on the business performance of ecotourism operators in Arusha, Tanzania

I. Ikonko
  • I. Ikonko
  • Department of Business Administration and Management, Nelson Mandela African Institution of Science and Technology (NM-AIST), Arusha, Tanzania.
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B. Chachage
  • B. Chachage
  • Department of Marketing and Entreprise Management, The Open University of Tanzania (OUT), Dar es Salaam, Tanzania.
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L. Pasape
  • L. Pasape
  • Department of Business Administration and Management, Nelson Mandela African Institution of Science and Technology (NM-AIST), Arusha, Tanzania.
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  •  Received: 01 May 2025
  •  Accepted: 19 June 2025
  •  Published: 31 July 2025

Abstract

This study investigates the impact of user-perceived behavioral control on digital marketing strategies and their subsequent effect on the business performance (BP) of ecotourism operators in Tanzania. Employing a quantitative approach, the research sampled 320 ecotourism enterprises in the Arusha Region, using structured questionnaires to collect data on user perceptions (UP) and BP. The findings reveal a strong correlation between user-perceived behavioral control and effective digital marketing strategies, with email and website marketing proving particularly effective. The study recommends training and capacity-building initiatives to enhance operators' confidence in leveraging digital tools. By highlighting the importance of understanding user attitudes and behaviors, this research contributes valuable insights into the role of digital marketing in ecotourism. The study's results can inform strategies to support ecotourism operators in harnessing digital technologies to improve their BP.

 

Key words: User perceptions (UP), digital marketing strategies, business performance, ecotourism.

Copyright © 2025 Author(s) retain the copyright of this article.

This article is published under the terms of the Creative Commons Attribution License 4.0

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