Factors influencing on performance of E-commerce and Digital Marketing in the Food and Beverage sector of the hotel industry in Colombo

The research was conducted to identify the factors influencing on performance of E-commerce and Digital Marketing in the Food and Beverage sector of the hotel industry in Colombo. The study is conducted based on a quantitative research method by collecting and analyzing non-numerical data using a survey research method. For this study, the author has designed a pre-coded questionnaire and shared it with customers who have made purchases of food and beverages in the hotel sector by using e-commerce platforms during the past few years. A total of 100 responses were received. All the responses were observed to be completed and accordingly utilized with the end goal of the analysis. The literature and conducted survey results indicate that Awareness & Knowledge, Innovation Technology, Food & Service Quality and Situational Factors are the most important factors in the performance of E-commerce and Digital Marketing in the Food and Beverage sector of the hotel industry in Colombo. This study will help the relevant parties to understand the factors influencing on performance and to revise their strategies to make a competitive advantage over their competitors to promote e-commerce through digital marketing channels.