Investigating the use of digital marketing communication at the Livingstone Museum, Zambia

Abstract

In today’s digital age, many tourism organisations struggle to reach and engage different target groups and the Livingstone Museum is no exception. This study aimed to investigate the use of digital marketing communication at the Livingstone Museum in Zambia. A mixed method research design was used to investigate the use of digital marketing communication at the museum, combining qualitative interviews with six museum staff members and quantitative surveys with 300 visitors. This study investigated the digital marketing communication tools used by the Livingstone Museum to engage tourists, revealing a predominant focus on Facebook, the museum's website, and online tour agencies. However, it was found that these tools were utilised in a limited manner, leading to a lack of visitor awareness and engagement. Despite recognising the opportunities of digital marketing for enhancing relationships and raising awareness, the museum struggled with challenges such as measuring return on investment, applying an integrated marketing communication approach due to financial constraints, and inconsistent internal communication. The study concluded that the museum's digital marketing efforts needed improvement to effectively reach and engage visitors, necessitating better content, more frequent communication, and a cohesive strategy that prioritised visitor needs.