The Sustainable Digital Marketing Performance of the Tourism Industry in Arusha City, Tanzania

Judul: The Sustainable Digital Marketing Performance of the Tourism Industry in Arusha City, Tanzania
Penulis:
Dr. Ditrick Dismas Mtuka, MAELT | Prof. Dr. Mahrinasari MS, S.E., M.Sc. |
Prof. Dr. Ernie Hendrawaty, S.E., M.Si.
Penerbit: Arta Media Nusantara

Sinopsis:

he Sustainable Digital Marketing Performance of the Tourism Industry in Arusha City, Tanzania examines how ARU A digital marketing strategies contribute to improving sustainable tourism performance on one of Tanzania’s most important tourism hubs. The book explores key digital marketing tools such as email marketing, search engine marketing, social media marketing, and technological innovation and analyzes their roles in enhancing economic, social, and environmental sustainability within the tourism sector. Grounded in established theories including the Dynamic Theory of Tourism, Uses and Gratifications Theory, Theory of Planned Behavior, and Tourism Theory of Change, the study highlights how information flows, consumer behavior, and policy support shape tourism outcomes in the digital era.

Focusing on Arusha City as the safari capital and gateway to Tanzania’s major attractions, the authors identify both opportunities and challenges, such as limited digital literacy, infrastructure gaps, and reliance on traditional marketing. The book concludes that effective integration of digital marketing and supportive government regulation can significantly strengthen tourism competitiveness, visibility, and long-term sustainability, while offering practical recommendations for policymakers, tourism businesses, and researchers to advance sustainable digital transformation in developing tourism destinations.

Cetakan Pertama: Januari 2026