Mbitha, Angore Benedict2026-03-112026-03-112025-09https://ir-library.ku.ac.ke/handle/123456789/32702A Thesis Submitted in Fulfillment of the Requirements for the Award of the Degree of Master of Science in Hospitality and Tourism Management in the School of Business, Economics and Tourism of Kenyatta University, September 2025. Supervisors 1. Dr. Shem Wambugu Maingi, 2. Dr. Duncan Shirandula,The growing reliance on digital marketing has transformed the hospitality industry, with online platforms becoming key tools for enhancing hotel performance. In the county of Mombasa Kenya, star-rated hotels face increasing competition in a market where tourism is a significant economic driver. Despite the widespread adoption of digital marketing strategies, there is limited understanding of their specific impact on hotel performance, particularly in the context of ICT infrastructure. While ICT infrastructure is often assumed to be a critical enabler of digital marketing effectiveness, its actual role in moderating this relationship remains unclear. This gap in the literature formed the basis of the study, which sought to explore the efficacy of digital marketing platforms in improving hotel performance, with a specific focus on the moderating role of ICT infrastructure. Guided by the Resource-Based View (RBV) and the Commitment-Trust Theory, this study explored how internal capabilities (e.g., digital marketing strategies) and relational trust (e.g., customer engagement) influence hotel performance. These theories are particularly relevant in explaining how hotels leverage digital marketing tools and ICT resources to gain competitive advantage and foster customer loyalty. Using an explanatory research design, the study investigated the impact of email marketing, social media marketing, online travel agencies (OTAs), and website optimization on the performance of star-rated hotels in the county of Mombasa. Data were collected from 18 hotels, and statistical analyses were employed to assess the relationships between these digital marketing strategies and hotel performance, while also examining the moderating effect of ICT infrastructure. The findings revealed that email marketing and social media marketing significantly enhance hotel performance, with personalized campaigns improving customer retention and social media engagement boosting visibility and brand perception. OTAs were found to extend market reach, increase occupancy rates, and attract international bookings. Website optimization, with its emphasis on SEO, mobile-friendliness, and user-centered design, was also positively associated with improved performance, particularly in terms of direct bookings and customer satisfaction. Likewise, ICT infrastructure had a significant moderating effect on the relationship between digital marketing strategies and hotel performance. This suggests that ICT infrastructure not only facilitates digital marketing activities but also strengthens the impact of these strategies on performance outcomes. The findings highlight that the quality of digital marketing execution, coupled with the level of ICT infrastructure, plays a crucial role in driving key hotel performance metrics such as repeat purchase, guest purchase behavior, average daily rate, and occupancy rate. This study contributed to the growing body of literature on digital marketing in the hospitality industry by providing valuable insights into how hotel managers in the county of Mombasa can optimize their digital marketing strategies for improved performance. It also supports the prevailing assumption that ICT infrastructure is a key driver of success, emphasizing that effective strategy execution is the primary determinant of performance. The integration of RBV and Commitment-Trust Theory in this context adds depth to our understanding of how internal resources and customer relationships jointly drive hotel performance in the digital age.enThesis