International Journal of Research and Innovation in Social Science (IJRISS)
The Role of FinTech and Digital Marketing in Enhancing Financial Inclusion and Sustainable Business Performance in the Tourism Sector
Published December 31, 2025 • Vol. 9, Issue 12, pp. 374–383Open Access
DOI: 10.47772/IJRISS.2025.91200034
Abstract
The current study examines how Financial Technology (FinTech) and Digital Marketing (DM) affect Financial Inclusion (FI) and Sustainable Business Performance (SBP) in the tourism industry. Accordingly, a structured questionnaire was distributed among tourism enterprises working in emerging markets adopting a descriptive analytical methodology. Structural Equation Modeling (SmartPLS) was applied to analyze relationships among variables and test seven hypotheses.
Overall, results indicate that both FinTech and Digital Marketing positively impact Financial Inclusion and Sustainable Business Performance. Moreover, financial inclusion also plays the role of the mediator in these relations, thus reinforcing its key role in the creation of inclusive and sustainable digital ecosystems.
The research offers practical suggestions to tourism businesses and policymakers regarding ways of enhancing sustainability and inclusiveness.
Keywords: FinTech, Digital Marketing, Financial Inclusion, Sustainable Business Performance, Tourism
| Journal | International Journal of Research and Innovation in Social Science (IJRISS) |
|---|---|
| ISSN | 2454-6186 |
| Volume / Issue | Volume 9, Issue 12 |
| Pages | 374–383 |
| Publication date | December 31, 2025 |
| DOI | 10.47772/IJRISS.2025.91200034 |
| Publisher | RSIS International |
| License | Open Access |
How to cite this article
Malek Kohli, & Ayoub Nefzi (2025). The Role of FinTech and Digital Marketing in Enhancing Financial Inclusion and Sustainable Business Performance in the Tourism Sector. International Journal of Research and Innovation in Social Science (IJRISS), 9(12), 374-383. https://doi.org/10.47772/IJRISS.2025.91200034
BibTeX
@article{Malek2025,
title = {The Role of FinTech and Digital Marketing in Enhancing Financial Inclusion and Sustainable Business Performance in the Tourism Sector},
author = {Malek Kohli and Ayoub Nefzi},
journal = {International Journal of Research and Innovation in Social Science (IJRISS)},
volume = {9},
number = {12},
pages = {374--383},
year = {2025},
doi = {10.47772/IJRISS.2025.91200034},
publisher = {RSIS International}
}