ii 

PREFACE 

Chapter 1: The first chapter of the suggested study's introduction is where the basic 

information regarding the field of digital marketing is presented. It outlines the purpose 

and idea behind digital marketing. The chapter includes a section on national parks in 

India as well as an explanation of the numerous website features that aid in luring 

visitors to websites. The chapter also covers the issues that digital marketing may face 

in the future. 

Chapter2: That is the study's chapter on the review of the literature. The literature on 

the various facets of digital marketing, local rising trends, and the role of digital 

marketing in luring tourists were all included in this section. The literature part also 

discusses the comparative analysis of digital marketing in India and elsewhere, as well 

as the adoption of new website dimensions by website designers to draw in visitors. 

Chapter 3: It is the chapter on research methodology. The many steps needed to prove 

the hypothesis and objectives are explained in this chapter. This section provides a 

thorough explanation of the chosen research design, purpose, objectives, paradigm, 

research approach, and research questionnaire. The research technique chapter also 

describes the method used for data collecting and analysis in the study. 

Chapter 4: The Multivariate Analysis : Tourists’ Arriving through National Park 

Websites of the results pertaining to the data is conducted in this chapter of the study. 

The findings of descriptive, exploratory factor analysis and multiple regression analysis 

are presented, and the suggested model is assessed on the basis of a brief presentation of 

the respondents' demographic profile. The impact of website dimensions on tourists 

satisfaction is discussed in the latter section of the chapter. 



iii 

Chapter 5: In this chapter of the study, Multivariate Analysis: Tourists’ Arriving 

through Tour Operator Websites, the results related to the data obtained from the 

tourists visiting the website of tour operators has been done. The findings of 

descriptive, exploratory factor analysis and multiple regression analysis are presented, 

and the suggested model is assessed. The impact of website dimensions on tourists 

satisfaction is discussed at the end of the chapter. 

Chapter 6: It serves as the study's last chapter. It provides an overview of all the 

findings and research findings. The limitations of the study and suggestions for further 

research are also covered in the conclusion chapter. 

Bibliography: A complete list of all the references utilized in the research is provided 

in this section. 



vii 

LIST OF TABLES 

Table 

No. 

Title of Table Page No. 

3.1 Construct for the Study 100 

3.2 Variables for the Study (in Case of NPW) 102 

3.3 Variables for the Study (in Case of TOW) 103 

3.4 Sample Description 114 

3.5 Questions related to Information Quality 116 

3.6 Questions related to Design Quality 117 

3.7 Questions related to Tangibility 117 

3.8 Questions related to Website usefulness 117 

3.9 Questions related to Reliability 118 

3.10 Questions related to Tourists Satisfaction 118 

3.11 Questions related to Web friendliness 118 

3.12 Criterion for checking Sample Adequacy 128 

3.13 Criterion for checking Bartlett Test for Sphericity 128 

3.14 Criterion for checking Reliability 128 

3.15 Criterion for checking Validity 128 

4.1 Gender wise data allocation of the tourists 143 

4.2 Age wise data allocation of tourists 144 

4.3 Qualification status of tourists 145 

4.4 Income wise data allocation of the tourists 146 

4.5 KMO and Bartlett's Test 148 

4.6 Communality value of each item 149 

4.7 Correlation Matrix 151 

4.8 Total Variance Explained (Data collected through tourists 

arriving from National Park Website) 

153 

4.9 Rotated Component Matrix for Website Effectiveness (in Case 

of NPW) 

155 

4.10 Cronbach Alpha Adequacy 160 

4.11 Reliability Analysis 161 

4.12 Calculated value of Croanbach Alpha of all the items of factors 

assessing Website Effectiveness of National Park  Websites. 

161 



viii 

Table 

No. 

Title of Table Page No. 

4.13 Reliability Statistics of Dimension Tangibility(TA) 165 

4.14 Reliability Analysis of Dimension Tourists Satisfaction (TS) 165 

4.15 Reliability Analysis of Dimension Information Quality (IQ)   166 

4.16 Reliability Analysis of Dimension Website Usefulness (WU) 167 

4.17 Reliability Analysis of Dimension Reliability(REL)   167 

4.18 Reliability Analysis of Dimension Website Friendliness (WF) 168 

4.19 Reliability Analysis of Dimension Design Quality (DQ) 169 

4.20 Descriptive Statistics of Tourists Satisfaction 170 

4.21 Descriptive Statistics of Tourists Satisfaction 170 

4.22 Multicollinearity checking for the  Dimension Website 

Usefulness(WU) 

177 

4.23 Multicollinearity checking for the  Dimension Tangibility(TA) 178 

4.24 Multicollinearity checking for theDimension Website 

Friendliness (WF) 

178 

4.25 Multicollinearity checking for the  Dimension Reliability(REL) 179 

4.26 Multicollinearity checking for the  Dimension Design Quality 

(DQ) 

179 

4.27 Multicollinearity checking for the  Dimension Information 

Quality (IQ) 

180 

4.28 Testing of Autocorrelation 181 

4.29 Checking of Coefficient of Variation for all variables 181 

4.30 Regression Analysis on various website dimensions 185 

4.31 ANOVA 186 

4.32 Coefficients 187 

4.33 Status of Hypotheses Tested Based on Regression Analysis 191 

5.1 KMO and Bartlett's Test 197 

5.2 Communality value of each item 198 

5.3 Correlation Matrix 200 

5.4 Total Variance Explained (Data collected through tourists 

arriving from Tour Operators Website) 

 

202 



ix 

Table 

No. 

Title of Table Page No. 

5.5 Rotated Component Matrix for Website Effectiveness (in Case 

of TOW) 

204 

5.6 Reliability Analysis 211 

5.7 Calculated value of Croanbach Alpha of all the items of factors 

assessing Website Effectiveness of Tour Operator Website 

212 

5.8 Reliability Statistics of dimension Tangibility(TA) 215 

5.9 Reliability Analysis of Dimension Tourists Satisfaction (TS) 215 

5.10 Reliability Analysis of Dimension Information Quality (IQ)   216 

5.11 Reliability Analysis of Dimension Website Usefulness (WU) 216 

5.12 Reliability Analysis of Dimension Reliability(REL)   217 

5.13 Reliability Analysis of Dimension Website Friendliness (WF) 218 

5.14 Reliability Analysis of Dimension Design Quality (DQ) 218 

5.15 Descriptive Statistics of Tourists Satisfaction 219 

5.16 Descriptive Statistics of Tourists Satisfaction 220 

5.17 Multicollinearity checking for the  Dimension Website 

Usefulness(WU) 

224 

5.18 Multicollinearity checking for the  Dimension Tangibility(TA) 225 

5.19 Multicollinearity checking for theDimension Website 

Friendliness (WF) 

225 

5.20 Multicollinearity checking for the  Dimension Reliability(REL) 226 

5.21 Multicollinearity checking for the Dimension Design Quality 

(DQ) 

226 

5.22 Multicollinearity checking for the Dimension Information 

Quality (IQ) 

227 

5.23 Testing of Autocorrelation 228 

5.24 Checking of Coefficient of Variation for all variables 228 

5.25 Regression Analysis on various website dimensions 231 

5.26 ANOVA 232 

5.27 Coefficients 233 

5.28 Status of Hypotheses Tested Based on Regression Analysis 237 

 



x 

LIST OF FIGURES 

Figure No. Title of Figure Page No. 

3.1 Proposed Research Model 104 

4.1 Gender Wise Data Allocation 143 

4.2 Age wise Data Allocation of the Tourists 144 

4.3 Education Level of the Tourists 145 

4.4 Income Wise Data Allocation of the Tourists 146 

4.5 Scree Plot for Website Effectiveness 154 

4.6 Website Effectiveness Factors in Attracting Tourists. 159 

4.7 Histogram representing Skewness and Kurtosis  172 

4.8 Normal P-P Plot of regression Standardized Residual 173 

4.9 Scatter Plot of Standardized Predicted values 174 

5.1 Scree Plot for Website Effectiveness 203 

5.2 Website Effectiveness Factors in Attracting Tourists. 210 

5.3 Histogram representing Skewness and Kurtosis  221 

5.4 Normal P-P Plot of Regression Standardized Residual 222 

5.5 Scatter Plot of Standardized Predicted Values 233 

6.1 Proposed Research Model 244 

 



xi 

LIST OF ABBREVIATIONS 

ANOVA Analysisvofvvariance 

AI Artificial Intelligence 

β Betavcoefficient 

χ
2
 Chi-Square 

CVM Content and Video Marketing 

COVID-19 Coronavirus disease 2019 

CRM Customer Relationship Management 

DQ DesignvQuality v 

DMO DestinationvMarketingvOrganisation 

Email ElectronicvMail 

ECM Expectation- Conformation Model 

EFA ExploratoryvFactorvAnalysis 

FTA Foreign LTourists LArrival 

ICT Information and Communication Technology 

IS Information System 

ISP Internet Service Provider 

KMO Kaiser v-Meyer-Olkin 

ML Machine Learning 

MMS Multimedia Messaging Service 

NPW NationalvParkvWebsite 

PPC Pay Per Click 

PC Personal Computer 

PCA PrinciplevComponentvAnalysis 

P-PvPlot Probability–ProbabilityvPlotvor v 

percent–percentvplotvorvPvvaluevplot v 



xii 

IQ Information Quality 

REL Reliability v 

SEO SearchvEnginevOptimization v 

SERVQUAL Service Quality Gap Model 

SMS Short Message Service 

Std.Deviation StandardvDeviation 

SPSS StatisticalvPackagevforvSocialvSciences v 

TA Tangibility 

TAM Technology Acceptance Model 

TV Television 

TS TouristsvSatisfaction v 

TOW TourvOperatorvWebsite 

URL Uniform Resource Locator 

UK United Kingdom 

VIF VariancevInflationvFactors 

WF WebsitevFriendliness v 

WU WebsitevUsefulness 

WBTDCL West Bengal Tourism Development Corporation Limited  

WIFI Wireless Fiedelity 

WTTC World Travel & Tourism Council 

 

 



Chapter-I 

Digital Marketing and Park Tourism in West Bengal 

Sl. No. Particulars Page No. 

1.1 Introduction 1 

1.2 Digital Marketing 1 

1.3 Components of Digital Marketing  2 

 1.3.1. Advertising 2 

 1.3.2. Content Marketing 3 

 1.3.3. Email Marketing  3 

 1.3.4. Mobile Marketing 3 

 1.3.5. Paid Search 3 

 1.3.6. Programmatic Advertising 4 

 1.3.7. Reputation Marketing 4 

 1.3.8. Search Engine Optimization (SEO)  4 

 1.3.9. Social Media Marketing 5 

 1.3.10. Video Marketing 5 

 1.3.11. Web Analytics 5 

 1.3.12. Webinars 5 

1.4 Use of Digital Marketing in Different Sectors 5 

 1.4.1. Healthcare  6 

 1.4.2. Entertainment  6 

 1.4.3. Food 6 

 1.4.4. Legal And Law Firms 6 

 1.4.5. Retail 6 

 1.4.6. Education 7 

 1.4.7. E-Commerce 7 

 1.4.8. Real Estate 7 

 1.4.9. Tourism Sector 7 

1.5 Tourism 7 

 1.5.1. Types Of Tourism 8 

 1.5.1.1. Domestic Tourism  8 

 1.5.1.2. Inbound Tourism 8 

 1.5.1.3. Outward Tourism 8 

1.6 West Bengal's Tourism 8 

 1.6.1. National Parks and Sanctuaries For Wildlife. 9 

1.7 West Bengal's Popular National Parks 9 

 1.7.1. Sundarban National Park 10 

 1.7.2. Jaldapara National Park 11 

 1.7.3. Gorumara National Park 11 

 1.7.4. Neora Valley National Park 12 



Sl. No. Particulars Page No. 

 1.7.5. Singalila National Park 13 

 1.7.6. Buxa Tiger Reserve 13 

1.8 Means used by Tourists to Explore the Tourists’ Destination 14 

 1.8.1. The Tourism Department: 14 

 1.8.2. The Magazines and Books: 14 

 1.8.3. The Tourism Television Channels: 15 

 1.8.4. World Wide Web: 15 

 1.8.5. Tourist Destinations Concerned Website: 15 

 1.8.6. The Tourist Exploration Youtube Channels: 15 

1.9 Digital Marketing is a Means used to Provide Information 

regarding Tourist Destinations. 

15 

 1.9.1.  Website: 16 

 1.9.2. Telephone Conversation: 16 

 1.9.3. Pop-Up: 16 

 1.9.4. Digital Poster: 16 

 1.9.5. Email: 17 

 1.9.6.  Digital SMS: 17 

 1.9.7. Social Media: 17 

1.10 Reasons for using Digital Marketing in Exploring Tourist 

Destinations: 

17 

 1.10.1. Global Reach: 17 

 1.10.2. Local Reach: 18 

 1.10.3. Low Cost: 18 

 1.10.4. Multiple Contents: 18 

 1.10.5. Multiple Targeting: 18 

1.11 Use Of Digital Marketing in The National Park 18 

 1.11.1 Web Friendliness 19 

 1.11.2.Reliability 19 

 1.11.3.Website Usefulness  19 

 1.11.4.Tangibility 19 

 1.11.5.Design Quality 19 

 1.11.6. Information Quality 20 

1.12 National Parks Benefit from Digital Marketing 20 

 1.12.1. Wide Exposure: 20 

 1.12.2. Low Cost of Advertisement: 20 

 1.12.3. Attracting Remote Tourists: 20 

 1.12.4. Providing Amenities and Visiting Schedule 

Information: 

20 

 1.12.5. Booking Tourist Visits Schedule: 21 

 1.12.6. Convenient Visiting Fee Collection 21 



Sl. No. Particulars Page No. 

 1.12.7. Keeping Low Cost of Visitors’ Records 21 

1.13 National Parks Disadvantages from Digital Marketing 21 

 1.13.1. Web Securities Threats: 21 

 1.13.2.Exposing Incredible Amenities and Facilities: 22 

 1.13.3. Additional Cost For Web Maintenance: 22 

1.14 Strategies For Mitigating the Drawbacks of Digital Marketing 

for National Parks: 

22 

 1.14.1. Protecting Visitor Data by Security Layers: 22 

 1.14.2. Providing Only a Brief Description of the Amenities: 23 

 1.14.3. Taking the Help of Third-Party Web Maintenance: 23 

1.15 Use Of Digital Marketing in Tour Operator 23 

 1.15.1. Web Friendliness 23 

 1.15.2. Reliability 23 

 1.15.3. Website Usefulness  23 

 1.15.4. Tangibility 24 

 1.15.5. Design Quality 24 

 1.15.6. Information Quality 24 

1.16 Tour Operators Use Digital Marketing to Advertise Tourist 

Destinations and Attract Tourists.  

24 

1.17 Tour Operators Benefit from Digital Marketing 24 

 1.17.1. Large Visitor Base: 25 

 1.17.2. Target Remote And Far-Flung Areas Visitors: 25 

 1.17.3. Advertise Tour Packages: 25 

 1.17.4. Conveniently Receive Payments: 25 

 1.17.5. Easy to Manage Tourist Database: 25 

 1.17.6. Easy to Communicate With Existing Visitors For New 

Tourist Places: 

26 

 1.17.7. Easy to Redress Tourist Grievances: 26 

1.18 Tour Operator’s Disadvantages From Digital Marketing 26 

 1.18.1. Additional Upkeep Expenses: 26 

 1.18.2. The Security Threats to The Visitor’s Data: 26 

 1.18.3. Frequency of Visitor Cancellation Of Packages: 27 

1.19 Strategies For Mitigating the Drawbacks of Digital Marketing 

For Tour Operators 

27 

 1.19.1. Assigning The Upkeep of The Website to Third-Party: 27 

 1.19.2. Use of Encryption Security Features on The Website: 27 

 1.19.3. Impose Service Charges For Cancellation of the Tour 

Packages: 

27