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 journalArticle

Abstract

Purpose This paper explores 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 We sent questionnaires to 400 followers of the botanical garden’s Facebook account who responded to our 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 (SEM). 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)(In-Press)
JournalTourism Review
Volume(In-Press)
DOIs
Publication statusAccepted/In press - 13 Nov 2020

Keywords

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

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