A conceptual framework: the impact of social media marketing activities on destination image and intention to visit / Shaidathul Jemin and Muhammad Aliff Asyraff
With the great competition especially during the post-COVID-19, attracting the tourists to visit or re-visit the destination has become the cornerstone for Destination Management Organization (DMO). Marketing activities on social media have been identified as capable of enhancing the positive image...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Faculty of Hotel & Tourism Management, Universiti Teknologi MARA
2024
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/97724/1/97724.pdf https://ir.uitm.edu.my/id/eprint/97724/ https://www.jthca.org/ |
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| Summary: | With the great competition especially during the post-COVID-19, attracting the tourists to visit or re-visit the destination has become the cornerstone for Destination Management Organization (DMO). Marketing activities on social media have been identified as capable of enhancing the positive image of a tourist destination and, simultaneously, increasing the intention to travel of travelers. However, there is still a need for further exploration of social media marketing activities in the context of tourism, as insufficient understanding and knowledge of integrating social media marketing strategies may negatively impact the tourism industry. To address this issue, this study will adopt the Stimulus – Organism – Response (SOR) model. It specifically examines the impact of social media marketing activities (SMMA) on destination image and tourists' intention to visit, using Tourism Selangor's social media platforms as a case study. This study will employ a non-probability technique sampling and the target population for the study will be all Malaysians who are 18 years old and above who have experienced browsing Tourism Selangor’s social media platforms such as Facebook, Instagram, Twitter, Youtube, LinkedIn, and TikTok for tourism-related - purposes. To test it’s the study hypothesis this study will employ SmartPLS (version 3.1.1). The findings will provide insightful implications theoretically and practically in the tourism industry realm. |
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