Digital Marketing as a Strategy of E-Governance in Sri Lanka: Case study of Sri Lankan Hospitality Industry

Abstract

Theoretically e-Governance is an ideal development strategy for under-developed nations as it can create SMART government. In fact countries like India has proven this fact by implementing e-Governance at regional level successfully. Electronic Commerce is accepted as on organizational strategy and approach that facilitates global market with unprecedented opportunities for organizations with remarkable cost savings. E-commerce is the best strategy and medium of instruction that are more efficient and flexible. As far as Sri Lankan hoteliers are concerned, it is evident that they are struggling on integrating e-commerce into their business process. As a result, online Travel Agencies (OTAs) like Booking.com are offering Sri Lankan hotel rooms at rock bottom prices while respective hoteliers charging higher prices from direct booking customers including domestic travelers. In this research a user centric approach was adapted. Main collection of data done through a web survey and web content analysis. Initial hypothesis testing was conducted based on the data collected through web survey. The navigation and navigation design features which prevent customers on transaction were highlighted in the web content analysis. Internet use, by competitors’ especially online travel agents to research, promote and sell products or services is ever increasing, especially most international travelers’ search the web before they decide to visit new destination quite often. It is readily available on the web site, since it has become a universal knowledge. Competitors will have easy access to information and to-the-minute price to both customers. This has turned into a net at the end rather than the price of a price cutter Equalizer. Keywords—Electronic Commerce, Hospitality Industry, Sri Lanka, Sustainable Tourism Management