Digital Marketing for DigiYatra Adoption : A PLS-SEM Study of Passenger Satisfaction
Authors
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Vanrajsinh Hamirsinh Dodiya
Research Scholar, Department of Decision Sciences, Amity Business School, Amity University, Noida - 201 313, Uttar Pradesh
https://orcid.org/0009-0006-9855-8898
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Nitendra Kumar
Assistant Professor (Corresponding Author), Department of Decision Sciences, Amity Business School, Amity University, Noida - 201 313, Uttar Pradesh
https://orcid.org/0000-0001-7834-7926
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Padmesh Tripathi
Professor, Department of Applied Sciences, Delhi Technical Campus, Greater Noida - 201 310, Uttar Pradesh
https://orcid.org/0000-0001-9455-1652
DOI:
https://doi.org/10.17010/pijom/2026/v19i7/175088Keywords:
digital marketing, DigiYatra, passenger satisfaction, perceived ease of use, service quality, smart travel technology.JEL Classification Codes : L93, M31, O33
Publication Chronology: Paper Submission Date : September 25, 2025 ; Paper sent back for Revision : May 15, 2026 ; Paper Acceptance Date : May 25, 2026 ; Paper Published Online : July 15, 2026.
Abstract
Purpose : The purpose of this research was to examine how digital marketing, ease of use of technology, and the quality of service influenced the level of satisfaction that passengers have with DigiYatra, which is India’s first biometric-enabled paperless air travel initiative.
Methodology : The authors utilized an integrated theoretical perspective incorporating both the technology acceptance model (TAM) and service quality, which are two well-established theoretical frameworks. The researchers designed a survey instrument based on their framework and distributed it to 300 Indian domestic air passengers who were either familiar with or had used the DigiYatra program. We then utilized partial least squares structural equation modeling (PLS-SEM) in SmartPLS version 4.0 to analyze the 300 responses from those surveys.
Findings : The proposed method indicated that each of digital marketing, perceived ease of technology, and the quality of service significantly affected passenger satisfaction and explained 69% of the variance in passenger satisfaction, indicating an acceptable model fit.
Implications for Practice : This study recommended that airlines, airport managers, and policymakers include specific digital marketing strategies to promote DigiYatra, provide additional support and education for users when registering/enrolling for the biometric system, and clearly communicate users’ data safety practices to increase usage of DigiYatra and overall levels of passenger satisfaction for all digital travel platforms.
Originality : This study created and tested a comprehensive model demonstrating how digital marketing can be combined with TAM and service quality to explain passenger satisfaction for a publicly funded digital infrastructure in developing markets.
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References
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