The Significance of Digital Marketing in Shaping Ecotourism Behaviour through Destination Image

Khan, Muhammad Muddassar; Siddique, Muhammad; Yasir, Muhammad; Qureshi, Muhammad Imran; Khan, Nohman; Safdar, Muhammad Zulqarnain

doi:10.3390/su14127395

Cited by 34 publications

(23 citation statements)

References 66 publications

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“…The loyalty of users is also crucial [56], and many individuals tend to become increasingly interested in the tourist community by reading personal travel evaluations and following Instagram influencers who promote sustainable tourism [6]. This indirect influence seems to accelerate the decision-making process by the followers, as it creates the willingness to choose the same destination [57].…”

Section: Instagram and Influencersmentioning

confidence: 99%

“…Nowadays, social media platforms have an important role in destination marketing strategies, providing travelers with the opportunity to share their travel experiences in real time [6]. Regarding tourism destinations, Instagram offers a wide range of benefits, especially when financial and marketing resources are limited [7].…”

Section: Introductionmentioning

confidence: 99%

“…The enormous use of Instagram combined with the lifestyle of influencers (by sharing their traveling moments and memories online) has boosted influencer marketing [6]. Expenditure on influencer marketing has escalated from USD 1.7 billion in 2016 to USD 16.4 billion in 2022 [14].…”

Section: Introductionmentioning

confidence: 99%

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Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case

2023

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Instagram is a critical tool for the selection of tourism destinations. Instagram travel influencers seem to play a significant role in this process, often using geo-location data to make their posts even more impactful. However, there is no evidence of them performing such a role in sustainable destinations, although these destinations are increasing and to a large extent are the future in tourism. This paper aspires to shed light in this area focusing on sustainable destinations. Specifically, the purpose of this paper is to examine (a) the role of Instagram travel influencers in shaping users’ opinions of a sustainable destination and (b) the importance of geo-location data used by influencers to the users’ selection of such a destination. Thirty sustainable tourism destinations, as posted between 2017 and 2019, were selected for examination by using 10 Instagram travel macro-influencers’ power derived from their followers’ interactions on posts. The study used a mixed method approach combining cross-sectional and quantitative data analysis. Panel data and a multiple hierarchical analysis using SPSS Statistics were implemented to test the hypotheses. Finally, a regression model was used to try to identify the relationship between geo-location data and the selection of sustainable tourism destinations. The findings show that Instagram travel influencers, as social media communicators, are positively related to the selection of a sustainable destination. However, the use of geo-location data by Instagram travel influencers does not enhance travelers’ intention for such a choice.

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Section: Instagram and Influencersmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case

2023

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“…Adaptive marketing process makes digital marketing can be implemented in some studies, specifically on ecotourism digital marketing. Some studies which were related to ecotourism digital marketing revealed that the strategy of using digital marketing could boost the number of visitors because it provided various tourist information and was accompanied by some pictures (Khan et al, 2022). That information and pictures are displayed on media-based technology such as social media, blogs, websites, or search engines.…”

Section: Figure 1 Kebun Raya Mangrove Medokan Ayumentioning

confidence: 99%

Digital Marketing of Ecotourism Medokan Ayu Mangrove Botanical Gardens in Rungkut District, Surabaya, East Java

Sihotang¹,

Yutanto²,

Suhartono

et al. 2023

Jurnal Pengabdian kepada Masyarakat (Indonesian Journal of Comm

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Medokan Ayu Mangrove Botanical Garden is one of the ecotourism areas located on the east coast of the city of Surabaya, East Java. The ecoutourism is managed by the Tourism Awareness Group (Pokdarwis) Medokan Ayu. The management carried out is still conventional and before the Covid-19 pandemic, the level of tourist visits on the weekends was quite high, with around 100 more visitors. Pokdarwis Medokan Ayu faced problems when the Covid-19 pandemic hit. The number of visitors to Medokan Ayu Mangrove Botanical Garden has decreased by almost 90% especially on weekends. The solution to this problem is the promotion of the Medokan Ayu Mangrove Botanical Gardens online through the Pokdarwis.id website. Community service acitivities are carried out using training methods. The training activities include four stages, namely coordination with partners, training, mentoring and evaluation. The training activities took place twice and were carried out offline. The first training is related to website operation., and the second training is calendar content creation and copywriting. Based on the results of the activity evaluation, several Pokdarwis administrators were able to operate the Pokdarwis website. Some administrators can manage the Pokdarwis website and realize the importance of online promotion supported by interesting and selling content. The benefits of the training increased the creativity of Pokdarwis management in the management of the Medokan Ayu Mangrove Botanical Gardens. Based on the results of the evaluation through filling out questionnaires by some training participants, the implementation of community service activities received a positive response, and community service team continued to provide assistance related to website management such as suggestions submitted by partners.

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“…Therefore, the creation of a strong digital branding is essential through digital marketing which includes marketing activities, also branding by using several Web-based media (Amer and Zaheer, 2022; Susila et al , 2022). This digital marketing strategy also applies for destination branding, as the internet is the first choice to seek information about destinations (Khan et al , 2022; Garbarova and Vartiak, 2022). Recently, South Asia is focusing on digital marketing activities and observing an evident growth in their economies and witnessing a rise in social media usage (Hawaldar et al , 2022).…”

Section: Research Contextmentioning

confidence: 99%

A nation brand development framework: the stakeholders’ perspective

Abdalmajid

Papasolomou²,

Vrontis³

et al. 2023

JABS

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Purpose Literature on nation branding is heterogeneous and varies significantly, not only in terminological terms but also in theoretical approaches and practical application. This paper aims to conduct an extensive exploratory study that empirically develops a comprehensive nation brand framework for Palestine, with international applications as well. Design/methodology/approach Initially, a conceptual framework for developing a nation brand is theoretically designed. Subsequently, through a methodologically deductive–inductive approach and qualitative means, it tests, adapts and refines the framework based on empirical data collected from key stakeholders, such as government officials, politicians, business people and academics. Findings The theoretical part of the research uncovers the extant key models and core concepts, and it identifies several gaps, with the more prominent one being the lack of an integrated and widely adopted framework for developing a nation brand. The research, thus, conclusively builds a holistic strategic framework towards a distinct nation brand for Palestine, with generic/international application and value, also presenting the practical implications of the findings and identifying avenues for further research. Originality/value There are varying extant perspectives on the topic, with these different views often reflecting scholars’ and stakeholders’ methodological approaches, perspectives and even deeper ontological beliefs and convictions. This paper is original consequent to its multi-perspective approach, the strength of its theoretical foundation, the extent and methodological approach of its empirical research, the uniqueness of its focus and the comprehensiveness of the framework developed that can also be used as the conceptual cornerstone for testing in other nations branding studies as well.

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The Significance of Digital Marketing in Shaping Ecotourism Behaviour through Destination Image

Cited by 34 publications

References 66 publications

Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case

Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case

Digital Marketing of Ecotourism Medokan Ayu Mangrove Botanical Gardens in Rungkut District, Surabaya, East Java

A nation brand development framework: the stakeholders’ perspective

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