ABSTRACT

This study examined the influence of digital marketing on customer patronage in selected hotels in Enugu Metropolis. The objectives of the study were to ascertain the influence of social media marketing on customer patronage in selected hotels in Enugu Metropolis, examine the effect of search engine optimization on customer patronage in selected hotels in Enugu Metropolis, evaluate the influence of web presence and engagement on customer patronage in selected hotels in Enugu Metropolis, and ascertain the influence of e-mail marketing on customer patronage in selected hotels in Enugu Metropolis. The study adopted survey research design. The study was carried out in Enugu metropolis, Enugu State. The sample size was 229 customers of hotels in the study area. A structured questionnaire was used for data collection.  Both descriptive and inferential statistics were used for data presentation and analysis. Spearman’s rank correlation was used with the help of SPSS to test the level of relationship between the digital marketing practices and customer patronage. The findings revealed that: social media marketing, search engine optimization, web presence and engagement, and email marketing exhibited significant relationship with customer patronage in the selected hotels in Enugu metropolis. Therefore, it was recommended that hotels should leverage platforms such as Facebook, Instagram, TikTok, and X to showcase facilities, events, and customer experiences through visually engaging content (photos, short videos, reels)., encourage user-generated content (e.g., customer reviews, tagged posts) to build trust and authenticity, optimize their websites with relevant keywords (e.g., affordable hotels near Enugu airport) to rank higher on search engines, websites must be mobile-friendly, easy to navigate, and integrated with online booking engines for seamless reservations, consistent engagement through quick response to online reviews (positive or negative) on TripAdvisor, Google Reviews, and booking platforms helps reinforce credibility, and segment their mailing lists (e.g., business travellers, couples, families, event clients) and send personalized offers tailored to each category. Automated email reminders (e.g., booking confirmations, check-in instructions, and post-stay thank you notes) should be employed to strengthen customer relationships