Perceived Impact of Digital Marketing Practices on Travel Agency Performance
DOI:
https://doi.org/10.5281/zenodo.20960268Parole chiave:
Digital Marketing, Marketing Performance, Scale Development, Tourism Marketing, Travel AgenciesAbstract
Measuring marketing performance has been a matter of interest for professionals and stakeholders. In this study, a scale was developed to measure the perceived effect of digital marketing applications on travel agency performance. The sample test was applied on 461 A group Travel Agency officials. In the study, normality, correlation, exploratory factor and parallel analyzes were performed with the use of SPSS program, and confirmatory factor and invariance analyzes were performed with the use of AMOS program. Skewness and Kurtosis values between +1.96 and -1.96 indicate that the sample is normally distributed. KMO=0.912 (KMO>0.60), Bartlett’s sphericity test result=0.000 (Bartlett’s<0.05), Cronbach Alpha=0.924, AVE>0.50 and CR> 0.70. As a result of the analysis, X2(df) value was below 5; p<0.05; RMSEA<0.08; CFI>0.90; GFI > 0.85 and SRMR <0.08. The developed scale was gathered under a total of 4 factors: product development (7 items), cost (5 items), sales (4 items) and Publicity (4 items) and met the validity and reliability conditions. Since the ∆CFI value was below 0.01, it can be stated that the developed scale has invariance and is suitable for use by large masses. Regarding the use of scale, the items will be evaluated over the averages rather than the total score.
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