Impact of Digital Marketing on the Tourism Industry Business Profitability of UAE through the role of Effectiveness

Abstract

This Paper explores the influence of digital marketing impact and tourism attraction on business profitability through the mediating role of effectiveness. Researcher use a structured questionnaire as the primary instrument for collecting quantitative data and analyzing numerical data methodically, a researcher using a quantitative research design can better understand the connection between UAE businesses' success in the tourism industry and their use of digital marketing. Data were investigated through SPSS Version 26 and SEM (structural equation modeling) using Smart PLS Version 4 software. The results show that digital marketing impact has positive influence on digital marketing effectiveness and business profitability, Tourism attraction has impact on tourism industry effectiveness and business profitability, Perceived Digital Marketing Effectiveness has positive impact on business profitability. The results provide practical implications for organizations seeking to increase business profitability. Organizations can improve digital marketing effectiveness and business profitability by using digital marketing impact and tourism attraction.