Like, Tag and Share: Bolstering Social Media Marketing to Improve Intention to Visit a Nature-based Tourism Destination

Vanessa Gaffar, Benny Tjahjono, Taufik Abdullah, Vidi Sukmayadi

    Research output: Contribution to journalArticlepeer-review

    28 Citations (Scopus)
    1214 Downloads (Pure)

    Abstract

    Purpose: This paper aims to explore the influence of social media marketing on tourists’ intention to visit a botanical garden, which is one of the popular nature-based tourism destinations in Indonesia. Design/methodology/approach: This study sent questionnaires to 400 followers of the botanical garden’s Facebook account who responded to the initial calls for participation and declared that they have not visited the garden before. Analyses were conducted on 363 valid responses using the structural equation model. Findings: The findings revealed several key determinants influencing the image of the botanical garden and its future value proposition, particularly in supporting the endeavour to shift from a mere recreational destination to a nature-based tourism destination offering educational experiences. Originality/value: This paper offers a fresh look into the roles of social media marketing in increasing the intention to visit a tourism destination that is considerably affected by the destination image.

    Original languageEnglish
    Pages (from-to)451-470
    Number of pages20
    JournalTourism Review
    Volume77
    Issue number2
    Early online date1 Feb 2021
    DOIs
    Publication statusPublished - 4 Mar 2022

    Bibliographical note

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    Keywords

    • Social media marketing
    • Destination image
    • Visit intention
    • NNature-based tourism destination
    • Edu-tourism

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