EVALUATING THE ROLE OF NO-CODE WEB PLATFORMS AND MESSAGING APIS IN THE DIGITAL TRANSFORMATION OF LOCAL TRAVEL AGENCIES IN NIGERIA

Digital transformation is reshaping small and micro enterprises in Nigeria, and the travel agency sector, reliant on face-to-face bookings, phone calls, and manual itinerary preparation, is no exception. This paper reviews the potential of no-code web platforms and messaging Application Programming Interfaces (APIs) as acceptable tools for driving digital transformation among local Nigerian travel agencies, most of which operate as micro or small enterprises with limited technical or financial capabilities. Drawing on a synthesis of 10 studies spanning digital market adoption, technology diffusion theory, no-code or low-code development, global distribution systems and messaging-based customer engagement in tourism, the paper develops an integrated conceptual framework grounded in the Technology Acceptance Model (TAM) and the Technology-Organization-Environment (TOE) framework. The review finds that no-code platforms lower the costs and skill barrier that have historically excluded micro travel agencies from maintaining a credible online presence, while messaging APIs, particularly those built on WhatsApp, extend an already established conversational commerce culture rather than requiring new consumer behaviour, though this trust remains conditional on agencies visibly safeguarding customer data and payment information rather than an automatic property of the channel itself. Adoption nonetheless remains constrained by inconsistent infrastructure, low digital literacy among agency owners, and limited awareness of no-code tooling. The paper concludes that a no-code-plus messaging strategy offers a low-cost, high-impact pathway for digital transformation among Nigeria’s local travel agencies and aligns direction for future empirical validation.