Effect of Social Media Influencers, YouTube Marketing and Tourism V-logging on Green Tourism Promotion: Evidence from Pakistan

Abstract

The Marketers and residents of tourist places are facing tourism promotion-related challenges. The trends of digital marketing are stimulating traditional marketers for tourism promotion. Recently, the trend of digital media influencers has been getting considerable attention among marketing academicians and practitioners. However, this study aims to determine the role of modern digital marketing tools for green tourism promotion of foreign tourism in Pakistan. Consequently, 450 questionnaires for data collection were distributed among foreign tourists visiting different tourist destinations. The Partial Least Square (PLS) software was used to analyze the data, and the threshold for significant variables was (P<0.05). The study points out the critical role of modern digital marketing tools, i.e. YouTube marketing and social media influencers, in promoting green tourism through tourism v-logging in Pakistan. The practical implications of this study would enhance the experiences of marketers for green tourism promotion in Pakistan. Moreover, the current research fills the literature gap in the digital marketing domain by thoroughly discussing emerging digital marketing tools.

The role of digital marketing promoting tourism business: A study of use of the social media in promoting travel

“…Through an empirical investigation, they demonstrate how qualitative methods can provide detailed insights into the current usage and effectiveness of digital media for strategic marketing in the tourism sector. , Yaqub et al (2022), Schönherr (2023), and Velentza& Metaxas (2023) collectively support the assertion that a qualitative research approach is well-suited for thoroughly investigating the complexities of digital marketing's influence on tourism promotion. These references highlight qualitative research's ability to delve into nuanced relationships and provide valuable insights within the context of tourism and digital marketing interactions.…”

“…Similarly, Yaqub et al (2022) investigate the impact of social media influencers, YouTube marketing, and vlogging on green tourism promotion (Yaqub et al, 2022). Their research can contribute to understanding the effectiveness of digital marketing tools in promoting sustainable tourism (Yaqub et al, 2022).…”

“…When it comes to tourism, Yaqub et al (2022) and Yaqub et al (2022) explains how qualitative research can uncover the practical implications of digital marketing tools. They show how by qualitatively examining the role of social media influencers and YouTube marketing in green tourism promotion, the researchers can gain insights into the effectiveness of these strategies in the context of tourism businesses.…”

Unveiling the Dynamics: Exploring the Stimulus-Organism-Response (Sor) Model in the Context of Social Media Influencer Marketing, Electronic Word of Mouth, and Purchase Decisions, With a Focus on the Mediating Role of Brand Awareness

“…Some studies have explored the influence of influencer marketing on consumer behavior. Nevertheless, the majority of research has centered around the general utilization of social media rather than its specific applications (Gopinath, 2021;Laksamana, 2018;Naranjo-Zolotov et al, 2021;Yaqub et al, 2022). The interplay between social media influencer marketing, electronic word of mouth (eWOM), and purchase decisions has received substantial attention in marketing literature.…”