Digital Marketing in Promotion of Tourism Objects in Selayar Islands Regency

Burhan, Ulfa Mawaddah

doi:10.26668/businessreview/2023.v8i5.1054

Cited by 3 publications

(5 citation statements)

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“…Subsequently, our study offers several practical recommendations: First, as eWOM demonstrates a positive impact on the intention to travel managers need to concentrate on developing marketing channels that facilitate eWOM to support and promote the intention to travel. Digital marketing promotion is a modern step taken by the Tourism Office to showcase the tourism potential of its region (Burhan, 2023).…”

Section: Discussionmentioning

confidence: 99%

“…It is critical to focus on building marketing channels that support electronic word-of-mouth (eWOM) in order to successfully promote trip ambitions. The Tourism Office has adopted digital marketing as a cutting-edge strategy for promoting the region's tourism potential (Burhan, 2023). Furthermore, because travel intentions are positively related to information acceptance, these channels must prioritize improving the quality and dependability of eWOM information.…”

Section: Research Practical and Social Implicationsmentioning

confidence: 99%

“…Implicaciones de investigación, prácticas y sociales: es fundamental centrarse en la creación de canales de marketing que respalden el boca a boca electrónico (eWOM) para promover con éxito las ambiciones de viaje. La Oficina de Turismo ha adoptado el marketing digital como una estrategia de vanguardia para promover el potencial turístico de la región (Burhan, 2023). Además, debido a que las intenciones de viaje están relacionadas positivamente con la aceptación de la información, estos canales deben priorizar la mejora de la calidad y confiabilidad de la información eWOM.…”

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Electronic Word of Mouth (Ewom) and the Travel Intention of Social Networkers Post-COVID-19: A Vietnam Case

Thao,

Caldicott,

Kamal

2023

J. Professional Business Review

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Purpose: The purpose of this study is to quantitatively determine the impact of electronic word of mouth (eWOM) on the travel intention of Vietnamese social network users. The study proposes solutions to develop online marketing strategies in tourism to quickly restore the tourism industry after the COVID-19 pandemic. Theoretical framework: This study combines two theoretical models, the Information Acceptance Model (IAM) and the Theory of Reasoned Action (TRA), to explore how electronic Word-of-Mouth (eWOM) impacts travel intentions in Vietnam, particularly in the context of the COVID-19 pandemic. IAM focuses on factors like information quality and credibility, while TRA addresses additional behavioral factors. By integrating these models, the study aims to provide a comprehensive understanding of eWOM's influence on travel intentions among social media users in Vietnam during the pandemic. Design/Methodology/Approach: The study was conducted in Vietnam. The questionnaire was administered to respondents via an online survey. The results were 262 valid feedback forms conducted in 2023. Linear structural modeling (SEM) was used to measure the relationship between factors in the research model. Findings: Research results show that all factors have a positive impact on travel intention through other factors, or will directly impact travel intention of social network users in Vietnam. Research, Practical & Social implications: It is critical to focus on building marketing channels that support electronic word-of-mouth (eWOM) in order to successfully promote trip ambitions. The Tourism Office has adopted digital marketing as a cutting-edge strategy for promoting the region's tourism potential (Burhan, 2023). Furthermore, because travel intentions are positively related to information acceptance, these channels must prioritize improving the quality and dependability of eWOM information. Furthermore, channel managers should keep a careful eye on customers' opinions regarding eWOM-related concerns. Finally, administrators should create unique, context-based solutions that might increase travel intentions among social network members while taking Vietnam's cultural context into consideration. This proactive strategy enables rapid revisions and customized solutions to successfully engage with the Vietnamese audience. Originality/Value: The unique contribution of this paper lies in its innovative introduction of a modified theoretical model of rational action. This model aims to elucidate factors influencing tourist travel behavior in a way that has not been explored in previous research. Specifically, it amalgamates elements from three existing models (TRA, IAM, and TPB) and introduces an additional eWOM factor to enhance the understanding of behavioral intentions. This novel factor, devised by the authors in their research model, holds particular relevance for a country like Vietnam, characterized by its developing technological landscape and strong traditional culture. This novelty significantly enhances our ability to analyze the impact of eWOM on travel intentions among social media users in Vietnam, especially during the prolonged effects of the COVID-19 pandemic.

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Section: Discussionmentioning

confidence: 99%

Section: Research Practical and Social Implicationsmentioning

confidence: 99%

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Electronic Word of Mouth (Ewom) and the Travel Intention of Social Networkers Post-COVID-19: A Vietnam Case

Thao,

Caldicott,

Kamal

2023

J. Professional Business Review

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“…Furthermore, by employing various software tools, travelers may have a better grasp of how to quickly develop interesting content for social media networks. As a result, they may create uploads that are capable of grabbing the attention of the general public, increasing the accessibility of their tourism-related social media material (Burhan, 2023).…”

Section: Introductionmentioning

confidence: 99%

15 Years of application of digital marketing and other technologies in tourism: A bibliometric analysis and systematic literature review

Panigrahy,

Verma

2024

Multidiscip. Rev.

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The objective of this bibliometric analysis is to examine the gradual evolution of research on digital marketing and other relevant technologies in the tourism sector from 2009 to 2023. A total of 102 papers were selected from the Scopus database, and the analysis was conducted using programs such as R Studio. The bibliometric and systematic literature review research dimensions, such as the overall number of citations, the articles with the highest citation counts, the authors with the most citations, the journals with the highest citation rates, and the networks of nations involved in research activities, were investigated. The study’ reveal the patterns of year-on-year expansion in publications and the incorporation of new keywords within the field of tourism research. It provides details on esteemed academic publications, influential authors, collaborative efforts, and nations involved in the field of tourism research, thereby providing insights into the current developments taking place in the area of various scholarly works. This study provides valuable insights for future researchers since it effectively reviews and analyses the current body of literature, identifies areas where information is lacking, and proposes novel approaches for further research. Nevertheless, the scope of this study is limited to data extraction exclusively from a specific database, impeding its applicability to a broader context.

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“…Antes de la pandemia "Covid-19", el turismo mundial fue uno de los motores de las economías prósperas y en desarrollo (Burhan, 2023). Ahora, tiene el reto de ser resiliente (OMT, 2021) mediante la aceleración y transferencia de tecnologías digitales, elemento clave en su reactivación (Moreda, 2021).…”

Section: Introductionunclassified

Tecnología y Enfoque a Clientes de Valor como Estrategias del CRM

Tito-Huamani,

Arango-Aramburu,

Pierrend-Hernández

et al. 2023

J. Professional Business Review

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Propósito: El objetivo de este estudio fue analizar las estrategias de marketing a partir de la valoración de los componentes de la Gestión de relaciones con clientes (CRM) que han desarrollado las pymes hoteleras en el Perú, para la retención de clientes en la nueva normalidad. Marco teórico: La investigación se centra en el modelo de fortalecimiento de capacidades de CRM, optimizando los niveles de comunicación para recuperar clientes no frecuentes o perdidos, pero rentables a futuro (Yonggui & Hui 2012; Reinartz y Kumar 2000; Srivastava et al., 1999;). Asimismo, los cambios drásticos en el comportamiento de ejecutivos y usuarios del servicio hotelero por valorar las redes sociales, de acuerdo con los estudios de Shin y Kang, (2020). Diseño/Metodología/Enfoque: La metodología comprendió el enfoque cualitativo, con diseño fenomenológico y hermenéutico mediante la técnica de entrevistas en profundidad a ejecutivos de hoteles tres estrellas en el Perú, cuyos resultados fueron procesadas a través del programa AtlasTi, versión 9. Hallazgos: Los resultados revelan que la Tecnología y el Enfoque a Clientes de Valor son componentes del CRM de mayor valoración para la toma de decisiones gerenciales, a pesar de las barreras internas y externas que dificultan sus competencias y capacidades que permitan atraer y retener clientes redituables. Investigación, implicaciones prácticas y sociales: El estudio de esta investigación ofrece estrategias mediadas por tecnologías de la información (TI) que permitan la reactivación de las pequeñas empresas hoteleras en el Perú, a través de la gestión adecuada de sus clientes. Originalidad/Valor: El valor del estudio que proporciona esta investigación es que ofrece contribuciones académicas sobre las estrategias de gestion de relaciones con los clientes (CRM), basadas en el uso de las tecnologías enfocadas en la generación de clientes de valor.

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Digital Marketing in Promotion of Tourism Objects in Selayar Islands Regency

Cited by 3 publications

References 1 publication

Electronic Word of Mouth (Ewom) and the Travel Intention of Social Networkers Post-COVID-19: A Vietnam Case

Electronic Word of Mouth (Ewom) and the Travel Intention of Social Networkers Post-COVID-19: A Vietnam Case

15 Years of application of digital marketing and other technologies in tourism: A bibliometric analysis and systematic literature review

Tecnología y Enfoque a Clientes de Valor como Estrategias del CRM

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