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The Role of Digital Marketing as a Resilience Factor in Cultural Heritage Tourism: A Conceptual Paper

Author

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  • Roslizawati Ahmad

    (Jabatan Pengurusan dan Peniagaan, Universiti Teknologi MARA, Cawangan Pulau Pinang)

  • Sitti Aminah Baharuddin

    (Jabatan Pengurusan dan Peniagaan, Universiti Teknologi MARA, Cawangan Pulau Pinang)

  • Nor Afidah Azmi

    (School of Business, INTI International College Penang)

Abstract

This paper aims to investigate the effects of online destination brand experience, destination brand authenticity, and ethical digital destination marketing on the behavioural intentions of cultural heritage tourism destinations. In this study, a sample of 315 respondents will be collected among the tourists at cultural heritage destinations in Malacca and Penang, Malaysia. The types and sources of data in this investigation will be based on quantitative data, which is primary data obtained through questionnaires. The sampling technique was a purposive sampling technique. The data collection method used in this research is allocating an opinion poll online using Google Forms. The findings of this research will be beneficial for tourism marketers in forming a strategy to attract travellers and enhance the destination’s brand image.

Suggested Citation

  • Roslizawati Ahmad & Sitti Aminah Baharuddin & Nor Afidah Azmi, 2024. "The Role of Digital Marketing as a Resilience Factor in Cultural Heritage Tourism: A Conceptual Paper," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(6), pages 1408-1415, June.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:6:p:1408-1415
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    References listed on IDEAS

    as
    1. Stephanie Hays & Stephen Page & Dimitrios Buhalis, 2013. "Social media as a destination marketing tool: its use by national tourism organisations," Current Issues in Tourism, Taylor & Francis Journals, vol. 16(3), pages 211-239.
    2. Hultman, Magnus & Skarmeas, Dionysis & Oghazi, Pejvak & Beheshti, Hooshang M., 2015. "Achieving tourist loyalty through destination personality, satisfaction, and identification," Journal of Business Research, Elsevier, vol. 68(11), pages 2227-2231.
    3. Brown, Graham & Smith, Andrew & Assaker, Guy, 2016. "Revisiting the host city: An empirical examination of sport involvement, place attachment, event satisfaction and spectator intentions at the London Olympics," Tourism Management, Elsevier, vol. 55(C), pages 160-172.
    4. Insun Sunny Lee & Timothy Jeonglyeol Lee & Charles Arcodia, 2014. "The effect of community attachment on cultural festival visitors' satisfaction and future intentions," Current Issues in Tourism, Taylor & Francis Journals, vol. 17(9), pages 800-812, October.
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