Implementing Digital Marketing Channels on BTHM Admission: Evidence from Dhaka City

Abstract

This study analyzes the influence of digital marketing channels on BBA in Tourism and Hospitality Management (BTHM) admission at higher-degree educational institutions in Dhaka, Bangladesh. The research employed a simple random sampling approach to pick 200 prospective students who sought to be accepted to various academic institutions offering four years of degree in BTHM in Dhaka City. Data was obtained using a standardized questionnaire on students' exposure to digital marketing outlets and their admission choices to BTHM. We analyzed the data using Microsoft Excel. The research findings reveal that digital marketing channels of social media are powerful information sources for educational institutions. The results suggest that social media and user-friendly websites also play vital roles in decision-making for students who want to take BTHM admission as a higher study. Educational institutions should enhance their digital marketing, especially social media and user-friendly websites, to attract and engage potential students for BTHM admission. The study contributes technological insights to the field of both digital marketing and BTHM admission. The study provides practical recommendations for educational institutions to enhance their digital marketing strategies and optimize their outreach efforts for BTHM admissions in Dhaka, Bangladesh.

IUBAT Review—A Multidisciplinary Academic Journal, 7(1)): 142-170