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Elaboration Likelihood Model in Marketing Communication Through Social Media for Tourism in Indonesia

In: Proceedings of the 19th International Symposium on Management (INSYMA 2022)

Author

Listed:
  • Ulyma Adventsia Octafiola

    (University of Indonesia)

  • Elevita Yuliati

    (University of Indonesia)

Abstract

Tourism is considered one important sector of Indonesia’s development, and the government has launched ‘Five Super Priority Tourism Destinations’ to enhance the industry; however, the pandemic has decreased the number of foreign tourists, and the limitation to travel abroad actually creates an opportunity to increase domestic tourist visits to these destinations. As social media nowadays has become an important channel in marketing communication in this sector due to its visual representation, this research aims to investigate the persuasion process through social media content to give the intention to travel to the destinations using Elaboration Likelihood Model (ELM) framework. Data was collected through a survey of 365 respondents and was analyzed using Structural Equation Modelling Partial Least Square (SEM PLS). The results give insights into how the persuasion process changes consumer behaviour through social media to provide suggestions for marketing strategies using social media to promote tourism destinations.

Suggested Citation

  • Ulyma Adventsia Octafiola & Elevita Yuliati, 2023. "Elaboration Likelihood Model in Marketing Communication Through Social Media for Tourism in Indonesia," Advances in Economics, Business and Management Research, in: Werner Ria Murhadi & Dudi Anandya & Noviaty Kresna Darmasetiawan & Juliani Dyah Trisnawati & Putu An (ed.), Proceedings of the 19th International Symposium on Management (INSYMA 2022), pages 944-954, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-008-4_118
    DOI: 10.2991/978-94-6463-008-4_118
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