Impact Of Digital Marketing on Booking Preference of Consumer in Choosing Travel Destination

Abstract

This paper investigates how digital marketing shapes tourist decision-making and booking preferences in the selection of travel destinations. Using a quantitative, survey-based approach with 107 respondents and Chi-square hypothesis testing, the study evaluates three key digital marketing factors: online search behaviour, online review impact, and discount/deal influence. Results indicate that online search frequency (χ²=14.37, p=0.006) and online review impact (χ²=19.69, p<0.001) are statistically significant drivers of digital booking preference, whereas discounts and deals (χ²=4.14, p=0.38) show no significant relationship. The study concludes that digital marketing—especially social media engagement and peer-generated reviews—functions as the dominant force shaping modern tourism behaviour, while price-based incentives alone are insufficient to drive booking decisions.