Digital marketing impact on rural Homestay booking and role of destination image

被引：0

作者：

Kapri, Shyam Sundar ^{[1
]}

Sharma, Ajay ^{[1
]}

机构：

[1] Graph Era Hill Univ, Sch Management, Dehra Dun, Uttarakhand, India

来源：

ANATOLIA-INTERNATIONAL JOURNAL OF TOURISM AND HOSPITALITY RESEARCH | 2024年 / 35卷 / 04期

关键词：

Homestay booking; digital marketing; destination image; online travel agents; online review; social media; WORD-OF-MOUTH; SOCIAL MEDIA; MODERATING ROLE; REASONED ACTION; FIT INDEXES; TOURISM; PURCHASE; BEHAVIOR; MODEL; DETERMINANTS;

D O I：

10.1080/13032917.2024.2319075

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The objective of this study is to investigate the impact of various internet marketing methods like Online Travel Agents (OTA), Online Reviews (ORV), social media (SM), and Web GIS (WG) and examine the mediating role of Destination Image (DI) on tourist Homestay Booking (HB) located in the Himalayan region of India. Primary data was collected by using a structured questionnaire from 340 tourist respondents. Structural Equation Modelling (SEM) was used to analyse the data using SPSS and AMOS 21. The study validates the considerable role of OTA, ORV, SM, and WG on Homestay booking. The result emphasizes OTA roles, the importance of utilizing positive reviews, leveraging the power of social media, the significance of superior destination image, and implementing Web GIS in Homestay marketing.

引用

页码：764 / 776

页数：13

共 50 条

[21] Exploring social media affordances in tourist destination image formation: A study on China's rural tourism destination
Liu, Juan
Wang, Chaohui
Zhang, Tingting
TOURISM MANAGEMENT, 2024, 101
[22] Perceived Sustainable Destination Image: Implications for Marketing Strategies in Europe
Almeida-Santana, Arminda
Moreno-Gil, Sergio
SUSTAINABILITY, 2019, 11 (22)
[23] The antecedent and consequence behaviour of sustainable tourism: integrating the concepts of marketing strategy and destination image
Liu, Chih-Hsing
Jiang, Jing-Feng
Gan, Bernard
ASIA PACIFIC JOURNAL OF TOURISM RESEARCH, 2021, 26 (08) : 829 - 848
[24] Image, satisfaction, and continued usage intention in wine tourism through digital content marketing
Prodan, Marina perisic
Tankovic, Ana cuic
Ritossa, Nikolina
WINE ECONOMICS AND POLICY, 2024, 13 (01): : 33 - 47
[25] Impact of Vlog Marketing on Consumer Travel Intent and Consumer Purchase Intent With the Moderating Role of Destination Image and Ease of Travel
Irfan, Muhammad
Malik, Muhammad Shaukat
Zubair, Syeda Khadija
SAGE OPEN, 2022, 12 (02):
[26] Training Urgency to Bridge the Digital Divide for Social Media Marketing Awareness and Adoption: Case of CBT Rural Homestay Operators Malaysia
Murniati, Dewi Eka
Razzaq, Abdul Rasid bin Abdul
bin Ismail, Affero
Mota, Luis
JOURNAL OF TECHNICAL EDUCATION AND TRAINING, 2023, 15 (01): : 142 - 157
[27] THE LONG TAIL OF DESTINATION IMAGE AND ONLINE MARKETING
Pan, Bing
Li, Xiang
ANNALS OF TOURISM RESEARCH, 2011, 38 (01) : 132 - 152
[28] Aggregate consumer ratings and booking intention: the role of brand image
Casado-Diaz, Ana B.
Perez-Naranjo, Leonor M.
Sellers-Rubio, Ricardo
SERVICE BUSINESS, 2017, 11 (03) : 543 - 562
[29] Tourist behaviour: The role of digital marketing and social media
Armutcu, Baris
Tan, Ahmet
Amponsah, Mary
Parida, Subhadarsini
Ramkissoon, Haywantee
ACTA PSYCHOLOGICA, 2023, 240
[30] Destination image repair while combatting crises: tourism marketing in Africa
Avraham, Eli
Ketter, Eran
TOURISM GEOGRAPHIES, 2017, 19 (05) : 780 - 800

← 1 2 3 4 5 →