IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i3p2683-d1055044.html
   My bibliography  Save this article

Digital Marketing’s Impact on Rural Destinations’ Image, Intention to Visit, and Destination Sustainability

Author

Listed:
  • Sónia Rodrigues

    (Instituto Politécnico de Bragança, Campus de Santa Apolónia, 5300-253 Bragança, Portugal)

  • Ricardo Correia

    (Instituto Politécnico de Bragança, Campus de Santa Apolónia, 5300-253 Bragança, Portugal
    CiTUR Guarda—Centro de Investigação, Desenvolvimento e Inovação em Turismo, 6270-372 Guarda, Portugal)

  • Ramiro Gonçalves

    (AquaValor—Centro de Valorização e Transferência de Tecnologia da Água, 5400-342 Chaves, Portugal
    INESC TEC—Institute for Systems and Computer Engineering, Technology and Science, 4200-465 Porto, Portugal
    Department of Engineering, School of Sciences and Technology, University of Trás-os-Montes e Alto Douro, 5000-801 Vila Real, Portugal)

  • Frederico Branco

    (INESC TEC—Institute for Systems and Computer Engineering, Technology and Science, 4200-465 Porto, Portugal
    Department of Engineering, School of Sciences and Technology, University of Trás-os-Montes e Alto Douro, 5000-801 Vila Real, Portugal)

  • José Martins

    (Instituto Politécnico de Bragança, Campus de Santa Apolónia, 5300-253 Bragança, Portugal
    AquaValor—Centro de Valorização e Transferência de Tecnologia da Água, 5400-342 Chaves, Portugal
    INESC TEC—Institute for Systems and Computer Engineering, Technology and Science, 4200-465 Porto, Portugal)

Abstract

The relevance of the tourism industry to the overall sustainability of rural territories grows along with the demand for rural tourism destinations. Likewise, as the digital transition of rural tour operators takes place, their marketing initiatives also evolve towards a digital nature, which is why it is crucial to comprehend how the overall calibre of these activities might affect the perception of rural places, while also motivating tourists’ travel intentions and, as a result, promoting the general sustainability of the destination. Thus, in this paper, we propose a novel conceptual model based on Delone and McLean’s representative model of Information Systems Success Model, on Tan and Wu’s arguments on tourism destinations’ image relationship with tourists’ visit intentions, and also on Verma’s tourism destination brand equity concept. To validate the proposed model, an online focus group was developed involving several specialists whose opinions and perspectives corroborated the potential adequacy of the proposed artefact and, consequently, assumed its contribution and value. From this validation process, it was possible to highlight that digital marketing initiatives’ overall quality influences both rural destinations’ image and tourists’ intention to visit these territories, that a positive image will trigger tourists’ visit behaviour, and that these behaviours represent a valuable asset to rural destinations’ global sustainability.

Suggested Citation

  • Sónia Rodrigues & Ricardo Correia & Ramiro Gonçalves & Frederico Branco & José Martins, 2023. "Digital Marketing’s Impact on Rural Destinations’ Image, Intention to Visit, and Destination Sustainability," Sustainability, MDPI, vol. 15(3), pages 1-20, February.
  • Handle: RePEc:gam:jsusta:v:15:y:2023:i:3:p:2683-:d:1055044
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/3/2683/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/15/3/2683/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sung S. Kim & Naresh K. Malhotra, 2005. "A Longitudinal Model of Continued IS Use: An Integrative View of Four Mechanisms Underlying Postadoption Phenomena," Management Science, INFORMS, vol. 51(5), pages 741-755, May.
    2. Osama Isaac & Zaini Abdullah & T. Ramayah & Ahmed M. Mutahar, 2018. "Factors determining user satisfaction of internet usage among public sector employees in Yemen," International Journal of Technological Learning, Innovation and Development, Inderscience Enterprises Ltd, vol. 10(1), pages 37-68.
    3. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
    4. Kulkarni, Kalpak K. & Kalro, Arti D. & Sharma, Dinesh & Sharma, Piyush, 2020. "A typology of viral ad sharers using sentiment analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    5. Shahida Kanwel & Zhou Lingqiang & Muhammad Asif & Jinsoo Hwang & Abid Hussain & Arif Jameel, 2019. "The Influence of Destination Image on Tourist Loyalty and Intention to Visit: Testing a Multiple Mediation Approach," Sustainability, MDPI, vol. 11(22), pages 1-19, November.
    6. Helder Sequeiros & Tiago Oliveira & Manoj A. Thomas, 2022. "The Impact of IoT Smart Home Services on Psychological Well-Being," Information Systems Frontiers, Springer, vol. 24(3), pages 1009-1026, June.
    7. Gao, Jing & Wu, Bihu, 2017. "Revitalizing traditional villages through rural tourism: A case study of Yuanjia Village, Shaanxi Province, China," Tourism Management, Elsevier, vol. 63(C), pages 223-233.
    8. Huanchen Tang & Ruiqi Wang & Xiaowen Jin & Zhengzheng Zhang, 2022. "The Effects of Motivation, Destination Image and Satisfaction on Rural Tourism Tourists’ Willingness to Revisit," Sustainability, MDPI, vol. 14(19), pages 1-17, September.
    9. Alessandro Liberati & Douglas G Altman & Jennifer Tetzlaff & Cynthia Mulrow & Peter C Gøtzsche & John P A Ioannidis & Mike Clarke & P J Devereaux & Jos Kleijnen & David Moher, 2009. "The PRISMA Statement for Reporting Systematic Reviews and Meta-Analyses of Studies That Evaluate Health Care Interventions: Explanation and Elaboration," PLOS Medicine, Public Library of Science, vol. 6(7), pages 1-28, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ebrahim Forghani & Reza Sheikh & Seyed Mohammad Hassan Hosseini & Shib Sankar Sana, 2022. "The impact of digital marketing strategies on customer’s buying behavior in online shopping using the rough set theory," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 13(2), pages 625-640, April.
    2. Liu, Qian & Shao, Zhen & Fan, Weiguo, 2018. "The impact of users’ sense of belonging on social media habit formation: Empirical evidence from social networking and microblogging websites in China," International Journal of Information Management, Elsevier, vol. 43(C), pages 209-223.
    3. Tripathy, Prajukta & Jena, Pabitra Kumar & Mishra, Bikash Ranjan, 2024. "Systematic literature review and bibliometric analysis of energy efficiency," Renewable and Sustainable Energy Reviews, Elsevier, vol. 200(C).
    4. Elizabeth T Cafiero-Fonseca & Andrew Stawasz & Sydney T Johnson & Reiko Sato & David E Bloom, 2017. "The full benefits of adult pneumococcal vaccination: A systematic review," PLOS ONE, Public Library of Science, vol. 12(10), pages 1-23, October.
    5. Ritu Agarwal & Michelle Dugas & Guodong (Gordon) Gao & P. K. Kannan, 2020. "Emerging technologies and analytics for a new era of value-centered marketing in healthcare," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 9-23, January.
    6. Ludoviko Zirimenya & Fatima Mahmud-Ajeigbe & Ruth McQuillan & You Li, 2020. "A systematic review and meta-analysis to assess the association between urogenital schistosomiasis and HIV/AIDS infection," PLOS Neglected Tropical Diseases, Public Library of Science, vol. 14(6), pages 1-13, June.
    7. Trang Nguyen & Sara Holton & Thach Tran & Jane Fisher, 2019. "Informal mental health interventions for people with severe mental illness in low and lower middle-income countries: A systematic review of effectiveness," International Journal of Social Psychiatry, , vol. 65(3), pages 194-206, May.
    8. Natalya Ivanova & Ekaterina Zolotova, 2023. "Landolt Indicator Values in Modern Research: A Review," Sustainability, MDPI, vol. 15(12), pages 1-22, June.
    9. Su Keng Tan & Wai Keung Leung & Alexander Tin Hong Tang & Roger A Zwahlen, 2017. "Effects of mandibular setback with or without maxillary advancement osteotomies on pharyngeal airways: An overview of systematic reviews," PLOS ONE, Public Library of Science, vol. 12(10), pages 1-20, October.
    10. Vecchio, Riccardo & Caso, Gerarda & Cembalo, Luigi & Borrello, Massimiliano, 2020. "Is respondents’ inattention in online surveys a major issue for research?," Economia agro-alimentare / Food Economy, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA), vol. 22(1), March.
    11. Alessandro Concari & Gerjo Kok & Pim Martens, 2020. "A Systematic Literature Review of Concepts and Factors Related to Pro-Environmental Consumer Behaviour in Relation to Waste Management Through an Interdisciplinary Approach," Sustainability, MDPI, vol. 12(11), pages 1-50, May.
    12. Damiano Pizzol & Mike Trott & Igor Grabovac & Mario Antunes & Anna Claudia Colangelo & Simona Ippoliti & Cristian Petre Ilie & Anne Carrie & Nicola Veronese & Lee Smith, 2021. "Laparoscopy in Low-Income Countries: 10-Year Experience and Systematic Literature Review," IJERPH, MDPI, vol. 18(11), pages 1-11, May.
    13. Yehuda Weizman & Oren Tirosh & Jeanie Beh & Franz Konstantin Fuss & Sonja Pedell, 2021. "Gait Assessment Using Wearable Sensor-Based Devices in People Living with Dementia: A Systematic Review," IJERPH, MDPI, vol. 18(23), pages 1-14, December.
    14. James Agarwal & Wayne DeSarbo & Naresh K. Malhotra & Vithala Rao, 2015. "An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future Research," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(1), pages 19-40, March.
    15. Dominik M. Wielgos & Christian Homburg & Christina Kuehnl, 2021. "Digital business capability: its impact on firm and customer performance," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 762-789, July.
    16. Alessandro Margherita & Emanuele Banchi & Alfredo Biffi & Gianluca di Castri & Rocco Morelli, 2022. "Beyond Total Cost Management (TCM) to Systemic Value Management (SVM): Transformational Trends and a Research Manifesto for an Evolving Discipline," Sustainability, MDPI, vol. 14(19), pages 1-16, October.
    17. Stefano D’Angelo & Angelo Cavallo & Antonio Ghezzi & Francesco Di Lorenzo, 2024. "Understanding corporate entrepreneurship in the digital age: a review and research agenda," Review of Managerial Science, Springer, vol. 18(12), pages 3719-3774, December.
    18. Juan E. Núñez-Ríos & Jacqueline Y. Sánchez-García & Omar G. Rojas & Elias Olivares-Benitez, 2020. "Factors to Foster Organizational Sustainability in Tourism SMEs," Sustainability, MDPI, vol. 12(20), pages 1-21, October.
    19. Fabio Magnacca & Riccardo Giannetti, 2024. "Management accounting and new product development: a systematic literature review and future research directions," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 28(2), pages 651-685, June.
    20. Jacob Elnaggar & Fern Tsien & Lucio Miele & Chindo Hicks & Clayton Yates & Melisa Davis, 2019. "An Integrative Genomics Approach for Associating Genetic Susceptibility with the Tumor Immune Microenvironment in Triple Negative Breast Cancer," Biomedical Journal of Scientific & Technical Research, Biomedical Research Network+, LLC, vol. 15(1), pages 1-12, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:3:p:2683-:d:1055044. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.