IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v8y2024i6p1408-1415.html

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-8-issue-6/1408-1415.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/the-role-of-digital-marketing-as-a-resilience-factor-in-cultural-heritage-tourism-a-conceptual-paper/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. 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.
    2. 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.
    3. 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.
    4. 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.
    5. Jarvis, Diane & Stoeckl, Natalie & Liu, Hong-Bo, 2016. "The impact of economic, social and environmental factors on trip satisfaction and the likelihood of visitors returning," Tourism Management, Elsevier, vol. 52(C), pages 1-18.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. repec:bcp:journl:v:9:y:2025:i:11:p:4763-4770 is not listed 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. Ji, Chunli & Prentice, Catherine, 2021. "Linking transaction-specific satisfaction and customer loyalty – The case of casino resorts," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    2. Sita Mishra & Gunjan Malhotra & Vibha Arora & Shalini Rahul Tiwari, 2022. "Do Destination Identity, Memorable Experiences and Perceived Risks Matter to Revisit a Destination in the Age of Global Pandemic?," Paradigm, , vol. 26(2), pages 119-137, December.
    3. Georgia Zouni & Popi Markogiannaki & Ioanna Georgaki, 2021. "A strategic tourism marketing framework for sports mega events: The case of Athens Classic (Authentic) Marathon," Tourism Economics, , vol. 27(3), pages 466-481, May.
    4. Ahrholdt, Dennis C. & Gudergan, Siegfried P. & Ringle, Christian M., 2019. "Enhancing loyalty: When improving consumer satisfaction and delight matters," Journal of Business Research, Elsevier, vol. 94(C), pages 18-27.
    5. Mohammad Rashed Hasan Polas & Ratul Kumar Saha & Mosab I. Tabash, 2022. "How does tourist perception lead to tourist hesitation? Empirical evidence from Bangladesh," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(3), pages 3659-3686, March.
    6. Yürük, Pınar & Akyol, Ayşe & Şimşek, Gülhayat Gölbaşı, 2017. "Analyzing the effects of social impacts of events on satisfaction and loyalty," Tourism Management, Elsevier, vol. 60(C), pages 367-378.
    7. Isaac Taberner & Albert Juncà, 2021. "Small-Scale Sport Events as Place Branding Platforms: A Content Analysis of Osona’s Projected Destination Image through Event-Related Pictures on Instagram," Sustainability, MDPI, vol. 13(21), pages 1-21, November.
    8. 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.
    9. Hyesun Kim & Jooa Baek & Yeongbae Choe, 2021. "Family life cycle and preferences for a mega-sporting event package: The case of the 2018 PyeongChang Winter Olympic Games," Tourism Economics, , vol. 27(3), pages 548-568, May.
    10. Wenkun Zhang & Yanan Wang & Tao Zhang, 2021. "Can “Live Streaming†Really Drive Visitors to the Destination? From the Aspect of “Social Presenceâ€," SAGE Open, , vol. 11(1), pages 21582440211, March.
    11. María Redondo-Carretero & Carmen Camarero-Izquierdo & Ana Gutiérrez-Arranz & Javier Rodríguez-Pinto, 2017. "Language tourism destinations: a case study of motivations, perceived value and tourists’ expenditure," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 41(2), pages 155-172, May.
    12. Scarpi, Daniele & Pizzi, Gabriele & Raggiotto, Francesco & Mason, Michela, 2018. "A qualitative comparative analysis (QCA) of satisfaction toward extreme sporting Events," Australasian marketing journal, Elsevier, vol. 26(4), pages 358-368.
    13. Zamparini, L. & Domènech, A. & Miravet, D. & Gutiérrez, A., 2022. "Green mobility at home, green mobility at tourism destinations: A cross-country study of transport modal choices of educated young adults," Journal of Transport Geography, Elsevier, vol. 103(C).
    14. Seung-Hun Shin & Sung-Byung Yang & Kichan Nam & Chulmo Koo, 2017. "Conceptual foundations of a landmark personality scale based on a destination personality scale: Text mining of online reviews," Information Systems Frontiers, Springer, vol. 19(4), pages 743-752, August.
    15. Lujun Su & Yinghua Huang, 2018. "How does Perceived Destination Social Responsibility Impact Revisit Intentions: The Mediating Roles of Destination Preference and Relationship Quality," Sustainability, MDPI, vol. 11(1), pages 1-22, December.
    16. Quan Zhou & Kai Zhu & Ling Kang & Lóránt Dénes Dávid, 2023. "Tea Culture Tourism Perception: A Study on the Harmony of Importance and Performance," Sustainability, MDPI, vol. 15(3), pages 1-13, February.
    17. Stylos, Nikolaos & Bellou, Victoria & Andronikidis, Andreas & Vassiliadis, Chris A., 2017. "Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists," Tourism Management, Elsevier, vol. 60(C), pages 15-29.
    18. Nannan Kang & Erda Wang & Yang Yu, 2019. "Valuing forest park attributes by giving consideration to the tourist satisfaction," Tourism Economics, , vol. 25(5), pages 711-733, August.
    19. Furong Wan & Jianxin Li, 2024. "RETRACTED ARTICLE: Navigating the Digital Age: City Branding in the Era of Social Media and Digital Transformation," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(4), pages 16666-16699, December.
    20. Conrado Carrascosa-López & Mauricio Carvache-Franco & Wilmer Carvache-Franco, 2021. "Perceived Value and Its Predictive Relationship with Satisfaction and Loyalty in Ecotourism: A Study in the Posets-Maladeta Natural Park in Spain," Sustainability, MDPI, vol. 13(14), pages 1-16, July.

    More about this item

    Statistics

    Access and download statistics

    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:bcp:journl:v:8:y:2024:i:6:p:1408-1415. 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: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    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.