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)


    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
    Issue number2
    Early online date1 Feb 2021
    Publication statusPublished - 4 Mar 2022

    Bibliographical note

    Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders.


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


    Dive into the research topics of 'Like, Tag and Share: Bolstering Social Media Marketing to Improve Intention to Visit a Nature-based Tourism Destination'. Together they form a unique fingerprint.

    Cite this