IDEAS home Printed from https://ideas.repec.org/a/spr/futbus/v9y2023i1d10.1186_s43093-023-00220-5.html
   My bibliography  Save this article

Using social media marketing to pro-tourism behaviours: the mediating role of destination attractiveness and attitude towards the positive impacts of tourism

Author

Listed:
  • Zyad M. Alzaydi

    (Al-Baha University)

  • Mohamed H. Elsharnouby

    (Badr University in Cairo
    Cairo University)

Abstract

Social media has recently played a highly impactful role in communication. Specifically, these channels are vital and have a substantial influence on the attitudes, behavioural intentions, and actual behaviour of tourists. Previous research showed clearly that there is an increasing number of individuals who rely heavily on social media platforms for gathering information and gaining knowledge about various issues. The current research tries to show the impact of these platforms on citizens’—as individuals—attitudes and behaviours to support tourism activities. Specifically, the current study examines three research objectives: (1) The impact of social media marketing activities on pro-tourism behaviours. (2) The impact of social media marketing activities on both destination attractiveness and attitude towards the positive impacts of tourism. (3) The mediation role of destination attractiveness and attitude towards the positive impacts of tourism in the relationships between social media marketing activities and pro-tourism behaviours. We adapted the theory of uses and gratifications and the stimulus-organism-response framework in the current research, where social media marketing drives pro-tourism behaviours indirectly through both destination attractiveness and attitude towards the positive impacts of tourism. A survey of 200 Albaha residents was conducted. We have used AMOS to check the constructs’ validity and reliability and Hayes’s PROCESS macro to test the mediation. The findings show that (1) Social media marketing activities help in explaining why city citizens positively behave towards tourism activities in their city; (2) Sequentially both destination attractiveness and attitude towards the positive impacts of tourism partially mediate the relationships between social media marketing and pro-tourism behaviours. The current study contributes to the existing research through the elucidation of why residents behave to support tourism in their countries by using social media marketing activities. In addition, it adds a number of professional insights. For example, the admins of destination social media platforms should increase their efforts towards providing presence, conversation, interactivity, and sharing on these platforms.

Suggested Citation

  • Zyad M. Alzaydi & Mohamed H. Elsharnouby, 2023. "Using social media marketing to pro-tourism behaviours: the mediating role of destination attractiveness and attitude towards the positive impacts of tourism," Future Business Journal, Springer, vol. 9(1), pages 1-13, December.
    • Handle: RePEc:spr:futbus:v:9:y:2023:i:1:d:10.1186_s43093-023-00220-5
    DOI: 10.1186/s43093-023-00220-5
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1186/s43093-023-00220-5
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1186/s43093-023-00220-5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Lisa Dang & Jan Weiss, 2021. "Evidence on the Relationship between Place Attachment and Behavioral Intentions between 2010 and 2021: A Systematic Literature Review," Sustainability, MDPI, vol. 13(23), pages 1-19, November.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    3. M. Sadiq Sohail & Mehedi Hasan & Azlin Fathima Sohail, 2020. "The Impact of Social Media Marketing on Brand Trust and Brand Loyalty: An Arab Perspective," International Journal of Online Marketing (IJOM), IGI Global, vol. 10(1), pages 15-31, January.
    4. Mohsin Javed & Zuzana Tučková & Abdul Bashiru Jibril, 2020. "The Role of Social Media on Tourists’ Behavior: An Empirical Analysis of Millennials from the Czech Republic," Sustainability, MDPI, vol. 12(18), pages 1-19, September.
    5. Yeajin Joo & Hwayoon Seok & Yoonjae Nam, 2020. "The Moderating Effect of Social Media Use on Sustainable Rural Tourism: A Theory of Planned Behavior Model," Sustainability, MDPI, vol. 12(10), pages 1-14, May.
    6. William Dutton & Grant Blank, 2014. "The emergence of next generation internet users," International Economics and Economic Policy, Springer, vol. 11(1), pages 29-47, February.
    7. Mohammad Furqan Khan & Anisa Jan, 2019. "A Measure of Social Media Marketing: Scale Development and Validation," Jindal Journal of Business Research, , vol. 8(2), pages 158-168, December.
    8. Jordan, Evan J. & Spencer, Daniel M. & Prayag, Girish, 2019. "Tourism impacts, emotions and stress," Annals of Tourism Research, Elsevier, vol. 75(C), pages 213-226.
    9. Ke Shen & Jian Yang, 2022. "Residents’ Support for Tourism Amidst the COVID-19 Era: An Application of Social Amplification of Risk Framework and Knowledge, Attitudes, and Practices Theory," IJERPH, MDPI, vol. 19(6), pages 1-17, March.
    10. Lee, Tsung Hung, 2013. "Influence analysis of community resident support for sustainable tourism development," Tourism Management, Elsevier, vol. 34(C), pages 37-46.
    11. Monterrubio, Carlos, 2016. "The impact of spring break behaviour: An integrated threat theory analysis of residents' prejudice," Tourism Management, Elsevier, vol. 54(C), pages 418-427.
    12. Fangfang Li & Jorma Larimo & Leonidas C. Leonidou, 2021. "Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 51-70, January.
    13. Liu, Jing & Lin, Hua & Hu, Bing & Zhou, Zixiong & Agyeiwaah, Elizabeth & Xu, Ye, 2022. "Advancing the understanding of the resident pro-tourism behavior scale: An integration of item response theory and classical test theory," Journal of Business Research, Elsevier, vol. 141(C), pages 113-125.
    14. Felix, Reto & Rauschnabel, Philipp A. & Hinsch, Chris, 2017. "Elements of strategic social media marketing: A holistic framework," Journal of Business Research, Elsevier, vol. 70(C), pages 118-126.
    15. Paula Rodríguez-Torrico & Jana Prodanova & Sonia San-Martín & Nadia Jimenez, 2020. "The ideal companion: the role of mobile phone attachment in travel purchase intention," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(13), pages 1659-1672, July.
    16. Raouf Ahmad Rather, 2021. "Monitoring the impacts of tourism-based social media, risk perception and fear on tourist’s attitude and revisiting behaviour in the wake of COVID-19 pandemic," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(23), pages 3275-3283, December.
    17. Chia-Lin Chang & Michael McAleer & Vicente Ramos, 2020. "A Charter for Sustainable Tourism after COVID-19," Sustainability, MDPI, vol. 12(9), pages 1-4, May.
    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. Mohd Azhar & Sehar Nafees & Sujood & Sheeba Hamid, 2023. "Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB)," Future Business Journal, Springer, vol. 9(1), pages 1-17, December.
    2. Liu, Zhenyuan & Geng, Ruoqi & Tse, Ying Kei (Mike) & Han, Shuihua, 2023. "Mapping the relationship between social media usage and organizational performance: A meta-analysis," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    3. Griffith, David A. & Lee, Hannah S. & Yalcinkaya, Goksel, 2023. "Understanding the relationship between the use of social media and the prevalence of anxiety at the country level: a multi-country examination," International Business Review, Elsevier, vol. 32(4).
    4. Bosio, Birgit & Haselwanter, Stefanie & Ceipek, Michael, 2018. "The Utilization of Social Media Marketing in Destination Management Organizations," 6th International OFEL Conference on Governance, Management and Entrepreneurship. New Business Models and Institutional Entrepreneurs: Leading Disruptive Change (Dubrovnik, 2018), in: 6th International OFEL Conference on Governance, Management and Entrepreneurship. New Business Models and Institutional Entrepreneurs: Leading Disrupt, pages 249-268, Governance Research and Development Centre (CIRU), Zagreb.
    5. Yao Wu & Satish Nambisan & Jinghua Xiao & Kang Xie, 2022. "Consumer resource integration and service innovation in social commerce: the role of social media influencers," Journal of the Academy of Marketing Science, Springer, vol. 50(3), pages 429-459, May.
    6. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    7. Sheng, Jie, 2019. "Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 40-51.
    8. Yong Wang & Shamim Chowdhury Ahmed & Shejun Deng & Haizhong Wang, 2019. "Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market," Sustainability, MDPI, vol. 11(13), pages 1-27, June.
    9. Zhu, Chunxiao & Shou, Minghuan & Zhou, Yitong & Li, Wenrui, 2023. "Modeling the effect of social media on older adults’ usage intention of public transport," Economic Analysis and Policy, Elsevier, vol. 77(C), pages 239-250.
    10. Mohd Azhar & Rehan Husain & Sheeba Hamid & Mohd Nayyer Rahman, 2023. "Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty," Future Business Journal, Springer, vol. 9(1), pages 1-13, December.
    11. Fangfang Li & Jorma Larimo & Leonidas C. Leonidou, 2021. "Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 51-70, January.
    12. Martín-Rojas, Rodrigo & García-Morales, Victor J. & Garrido-Moreno, Aurora & Salmador-Sánchez, Maria Paz, 2021. "Social Media Use and the Challenge of Complexity: Evidence from the Technology Sector," Journal of Business Research, Elsevier, vol. 129(C), pages 621-640.
    13. Beata Zatwarnicka-Madura & Robert Nowacki & Iwona Wojciechowska, 2022. "Influencer Marketing as a Tool in Modern Communication—Possibilities of Use in Green Energy Promotion amongst Poland’s Generation Z," Energies, MDPI, vol. 15(18), pages 1-22, September.
    14. Korzynski, Pawel & Mazurek, Grzegorz & Haenlein, Michael, 2020. "Leveraging employees as spokespeople in your HR strategy: How company-related employee posts on social media can help firms to attract new talent," European Management Journal, Elsevier, vol. 38(1), pages 204-212.
    15. Muninger, Marie-Isabelle & Mahr, Dominik & Hammedi, Wafa, 2022. "Social media use: A review of innovation management practices," Journal of Business Research, Elsevier, vol. 143(C), pages 140-156.
    16. Tiwary, Nishant Kumar & Kumar, Rishi Kant & Sarraf, Shagun & Kumar, Prashant & Rana, Nripendra P., 2021. "Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward," Journal of Business Research, Elsevier, vol. 131(C), pages 121-139.
    17. Styliani XANTHAKOU & Ioannis ANTONIADIS, 2019. "Consumers' Classification based on theirs behavior in the Social Media Platforms of Fashion Companies," International Conference on Economic Sciences and Business Administration, Spiru Haret University, vol. 5(1), pages 228-235, November.
    18. Berta Ferrer-Rosell & Eva Martin-Fuentes & Estela Marine-Roig, 2020. "Diverse and emotional: Facebook content strategies by Spanish hotels," Information Technology & Tourism, Springer, vol. 22(1), pages 53-74, March.
    19. Liu, Jing & Lin, Hua & Hu, Bing & Zhou, Zixiong & Agyeiwaah, Elizabeth & Xu, Ye, 2022. "Advancing the understanding of the resident pro-tourism behavior scale: An integration of item response theory and classical test theory," Journal of Business Research, Elsevier, vol. 141(C), pages 113-125.
    20. Sulaiman Althuwaini, 2022. "The Effect of Social Media Activities on Brand Loyalty for Banks: The Role of Brand Trust," Administrative Sciences, MDPI, vol. 12(4), pages 1-10, October.

    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:spr:futbus:v:9:y:2023:i:1:d:10.1186_s43093-023-00220-5. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.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.