Customer Engagement in Social Media and Tourism Brand Performance Implications

Lian, Song; Yoong, Liew Chee

doi:10.7456/1080sse/160

Cited by 6 publications

(5 citation statements)

References 13 publications

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“…Destination managers can use media (social media) as the basis for strategic decision making (Karim, 2018). Even according to Lian & Yoong (2018) so popular is social media nowadays seen as a way for businesses to build and connect with customers. So that the impact of this can raise the image of a destination.…”

Section: Soft Sport Tourism Takes Into Account the Motivations Of Ind...mentioning

confidence: 99%

Analysis of the Potential of Mukapayung Village as a Sustainable Tourism Destination Based on Sports Tourism

Syaifudin

Hendarmawan

Harahap

et al. 2024

Pusaka: J. Tour. Hosp. Travel Bus. Event

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Tourism development in the West Bandung area is currently a serious concern for the local government, one of which is by developing tourist villages. Mukapayung Village, located in Cililin District, is one of the villages designated by the local government as a tourist village. This village has natural beauty with a stretch of rocks that are in harmony with the flow of the river and towering cliffs. This study tries to explore more deeply the potential that Mukapayung village has to be developed into a sportss tourism-based tourism village in West Bandung Regency. The analysis of tourism potential is carried out using a pentahelix approach in order to obtain a picture of the potential of destinations that specifically examines from the aspects of society, government, the role of the media, business actors, and academics so as to support sustainable tourism. This study uses an exploratory qualitative approach. The results of the study obtained an overview that Mukapayung has the potential to be developed as a sports tourism destination by organizing attractions such as: tracking, cycling, climbing, and other sports attractions. A number of tourism components that still need to be developed or improved to support the acceleration of Mukapayung include destination facilities, accommodation, and amenities. As for the management and development of destinations, Mukapayung is currently managed independently by the community through village organizations (Bumdes), without involving various elements such as the tourism office, business actors, academics, and the role of mass media as well as the community and lovers of sportss tourism. KEYWORDS: Tourist Destinations, Tourist Villages, Pentahelix, Sports Tourism

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Section: Soft Sport Tourism Takes Into Account the Motivations Of Ind...mentioning

confidence: 99%

Analysis of the Potential of Mukapayung Village as a Sustainable Tourism Destination Based on Sports Tourism

Syaifudin

Hendarmawan

Harahap

et al. 2024

Pusaka: J. Tour. Hosp. Travel Bus. Event

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“…Similar to this, [28] used the Open Journal of Applied Sciences theory to look into how customer gratification on social media affects their commitment to and trust in a brand. [29] investigation focused on how staff members of businesses interact with customers on social media. In this study, we examine how social media usage encourages the sustainability of SME firms using the U & G theory.…”

Section: Uses and Gratification Theory (U And G)mentioning

confidence: 99%

“…According to [30], tourism firms have recently adopted social media strategies to improve business performance, leading to a new era in the tourism industry.…”

Section: Social Mediamentioning

confidence: 99%

Social Media Impact on Tourism Destination Decision: Evidence from International Students in China

Agyapong¹,

Yuan²

2022

OJAppS

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Technological advancement has led to the adoption and usage of social media among businesses including tourism sector to disseminate information and communicate with customers more effectively. Due to the limitless capabilities that social media provides, it is gradually transforming diverse business ecosystems. This study seeks to assess at the impact of social media on tourism destination decision-making from foreign students in China context. From the background of Uses and Gratification theory, a quantitative research approach was used to achieve the sole of the present study. This study used an online questionnaire tool to obtain response, validated using a Partial Least Square and Structural Equation Modeling and SPSS statistical software to analyze 271 samples of foreign students in China. The findings of the study show that behavioral intentions have a positive and significant effect on tourism destination decision-making, and social media significant direct influence on tourism destination decision making. Furthermore, tourists' satisfaction can enhance tourism destination decisions when mediated by social media usage. The research findings would help tourism service providers to identify and select social media platforms as a marketing strategy for tourism competitiveness.

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“…Social Media Marketing Activities which can be in the form of Surveillance, Sharing of Information, Social Interaction, and Attraction [4], have an effect by bringing up Customer Engagement for Tiktok users who view the @avoskinbeauty content they display, such as through posts, comments, and features Live Streaming used by @avoskinbeauty to Increase Customer Engagement. Several factors motivate and influence SMMAs on Customer Engagement, including observations made by social media users to find the information they want, information-sharing activities related to products offered by business actors to potential consumers in the form of content that a broad audience can enjoy, their is social interaction between @avoskinbeauty and potential customers on TikTok social media, and the attraction of potential customers to the Avoskin Beauty products it offers [5].…”

Section: Introductionmentioning

confidence: 99%

Social Media Marketing Activities (SMMAs) as Stimulus on Purchase Intention with Customer Engagement as Mediator on @avoskinbeauty TikTok’s Account

Susiyanto

Daud

Listiana

et al. 2023

AJEBA

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Aims: This research will look at the extent of the influence of Social Media Marketing Activities carried out by Avoskin Beauty to market their products so that potential; consumers are interested in buying products offered by Avoskin Beauty which are mediated by Customer Engagement. Study Design: A quantitative approach used a questionnaire comprising 205 respondents through purposive sampling. Place and Duration of Study: This study was taken place at Pontianak, West Kalimantan with Social Media TikTok as a background study and was conducted between July 2022 and December 2022. Methodology: We included 205 respondents (166 female, 39 male; age range 17-30 years) who know Avoskin products through TikTok social media and follow the TikTok account @avoskinbeauty. Sampling locations were carried out by distributing questionnaires online in various cities in Indonesia. Results: These results indicate that the t-count values for the Social Interaction, Sharing of Information, Surveillance, and Attraction variables on Customer Engagement and the effect of Customer Engagement on Purchase Intention are more significant than the t-table value of 1.96. Likewise, the p-value obtained shows a value smaller than 0.05 (α = 0.05). Based on these results, it can be stated that the variables Social Interaction, Sharing of Information, Surveillance, and Attraction have a significant influence on Customer Engagement, and Customer Engagement has a significant influence on Purchase Intention. Conclusion: This study illustrates that marketing through social media, primarily through the TikTok platform, can be a favorable consideration for business people who want to market their products to attract broad market attention. The Social Media Marketing Activities studied have a substantial effect on giving the interest to have the intention to buy the products offered. It can be a consideration for prospective business people and interested stakeholders to create a sustainable business with relevant opportunities in the present.

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Customer Engagement in Social Media and Tourism Brand Performance Implications

Cited by 6 publications

References 13 publications

Analysis of the Potential of Mukapayung Village as a Sustainable Tourism Destination Based on Sports Tourism

Analysis of the Potential of Mukapayung Village as a Sustainable Tourism Destination Based on Sports Tourism

Social Media Impact on Tourism Destination Decision: Evidence from International Students in China

Social Media Marketing Activities (SMMAs) as Stimulus on Purchase Intention with Customer Engagement as Mediator on @avoskinbeauty TikTok’s Account

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