Impact of Social Media Marketing in Selecting Sri Lanka as a Tourist Destination
Social media provides a platform for tourism service providers to market their products and services at a lower cost. As tourist arrival to Sri Lanka has been increasing, interested stakeholders have started using social media marketing as a tool to promote Sri Lanka. Since only a limited number of studies have been carried out on the impact of social media marketing on the Sri Lankan tourism industry, this study was carried out to address this research gap. Subsequently, the study examines the impact of social media marketing, social media marketing content and social media marketing characteristics on the decision of travel destinations of tourists arriving in Sri Lanka. After studying many researchers that have been carried out in other countries, the conceptual framework was developed based on the available literature. A simple random sampling technique was applied to choose the respondents from the population and an online survey was carried out to collect data using a Google survey questionnaire and SPSS was utilized for data analysis. Based on the results, it was found that information, perceived usefulness, perceived ease of use and electronic word of mouth has a positive relationship with the purchase decision. However, perceived risk shows a negative relationship
Year of publication: |
2021
|
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Authors: | Sarathchandra, A. B. S. P ; Wijesundara, C.B ; Guruge, M.C.B |
Publisher: |
[S.l.] : SSRN |
Subject: | Sri Lanka | Online-Marketing | Internet marketing | Tourismusmarketing | Tourism marketing | Destinationsmanagement | Destination management | Tourismus | Tourism | Social Web | Social web |
Saved in:
freely available
Extent: | 1 Online-Ressource (12 p) |
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Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments November 19, 2020 erstellt |
Other identifiers: | 10.2139/ssrn.3850987 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014088555
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