Digital Marketing, Information Systems and Customer Engagement in the Hospitality Industry

The hospitality industry faces increasing pressure to improve customer engagement as digital adoption accelerates. However, many firms continue to experience challenges integrating digital marketing with their information systems. This study evaluates the impact of digital marketing on customer engagement, examines how information systems enhance marketing effectiveness, and analyzes the relationship between technology-enabled operations and engagement outcomes. A quantitative cross-sectional survey was conducted with data from 306 respondents in mid-scale hotels in the Ikorodu Division of Lagos State. Structural Equation Modeling was used for data analysis. The results indicate that digital marketing has a significant effect on customer engagement (B=0.53, p<0.01). Information systems also demonstrate a positive impact (B = 0.29, p <0.01) and further strengthen the relationship between digital marketing and engagement (B=0.18, p <0.05). The model accounts for 64 percent of the variance in customer engagement. The study recommends that hospitality organizations integrate digital marketing efforts with effective information systems to improve customer engagement and overall organizational performance.
Keywords: digital marketing, information systems, customer engagement, hospitality industry, technology enabled operations