Purpose: The purpose of this study is to analyze and identify the factors affecting
consumer attitude toward e-tourism marketing in Bangladesh.
Methodology: The target population of this quantitative study was the actual and
potential tourists of Bangladesh familiar with e-based tourism marketing.
Convenience sampling technique was used and there were 27 statements on
different aspects of e-tourism marketing to measure the attitude of customers
toward e-tourism marketing. Hypothesis were tested by using regression analysis.
Findings: Six independent variables i.e. website trust, available information in the
websites, contents and design of websites, physical accessibility of technology,
technological advancement, risk and security issues have significant effect on
attitude of tourists toward e –marketing; whereas personal experience and
interactivity of the website have no significant effect on tourist’s attitude toward
e–marketing.
Value/Originality: As there is limited research on the determinants of e-tourism
marketing that describe consumer’s attitude towards tourism, this research has
focused on this issue and offers valuable insights for tourism and marketing
sectors.
Practical Implications: Understanding the factors that affect success of e-tourism
assists the tourism marketers to determine how they should organize their online
based tourism marketing activities to attract the right market segment. The result
will contribute to the success of e- marketing of the tourism firms.
Limitations: The result of this study cannot be generalized for the region as it
does not represent the whole population. There were difficulties to get honest and
actual opinions from the respondents especially from potential tourists.
