Generating destination brand awareness and image through the firm's social media

Abstract

PurposeThe role of social media in the tourism industry growth cannot be ignored, because today the internet and social media platforms are one of the most popular information channels used by potential tourists and have become one of the main sources of online travel information. This study investigates the role of content cues of tourism information quality provided in Elie Gasht firm's Instagram page on enhancing awareness of the destination brand and forming users' destination image.Design/methodology/approachA quantitative research design was used to validate the hypotheses proposed in this research. A survey was deployed using the convenience method among 187 users of Elie Gesht's Instagram page to test the theoretical model. The structural relationships in the research were examined using the partial least squares structural equation modeling.FindingsThe findings of the present research indicated that the content cues of the quality of information provided by the firm have a positive effect on enhancing destination brand awareness and in turn improve affective image and cognitive image. Eventually, the content cues of the quality of information provided by the firm impact the formation of a conative image through the affective and cognitive image of the destination.Practical implicationsPragmatically, the findings of this study urge policymakers of tourism companies, managers and destination marketers to take into account the special role of the firm's social media in enhancing destination brand awareness, which in turn promotes destination brand image. Therefore, providing empirical evidence on what leads to the promotion of destination brand awareness and different types of image formation of the destination due to information content quality provided by the firm on social media, provides managerial insights for corporate marketers and tourism destinations.Originality/valueThis study contributes to the body of knowledge on the role of quality of tourism information content presented in the firm's social media by providing empirical evidence on enhancing destination brand awareness and destination image formation. It also helps firm managers and planners build their marketing strategies to attract more customers through social media.

Social Media Influencer Marketing in the Promotion of Tourist Destinations

“…To effectively promote tourism destinations in an online environment, there are a number of different strategies that can be successfully used. One of the key tools is to develop an attractive online presence through dedicated websites (Ghorbanzadeh et al, 2023) and travel blogs (Gholamhosseinzadeh et al, 2023). Creating inspiring travel stories, rich in information about various destinations, can attract the attention of potential travelers.…”

The relationships among social media communication, brand equity and satisfaction in a tourism destination: the case of Danang city, Vietnam

“…The empirical study of Ghorbanzadeh et al (2022) reveals that the quality of content published by firms enhances tourists' awareness of a destination. Meanwhile, access to usergenerated content allows other users to collect information, images and assessments about destinations and tourism services before making any final decisions, thus influencing destination awareness (Dedeo glu et al, 2020;Stojanovic et al, 2022).…”

Telaah literatur terhadap perkembangan social network sites (sns) sebagai sarana dan strategi pemasaran

“…Dalam kegiatan pemasaran dan periklanan, SNS atau media sosial memfasilitasi penggunanya untuk bisa berbagi informasi termasuk umpan balik positif atau negatif terkait dengan produk dan layanan, memperkenalkan brand dan membantu membangun citra serta menjaga hubungan positif dengan pelanggan (Dogra, 2021). Beberapa penelitian terdahulu telah menunjukkan bagaimana SNS semakin masif dimanfaatkan oleh industri termasuk keberhasilan penggunaannya dalam hal pemasaran produk sekaligus membangun brand awareness, brand image, dan brand equity (Ghorbanzadeh et al, 2022;Guha et al, 2021). Keberhasilan dalam menghasilkan brand awareness, brand image, serta brand equity terhadap suatu brand atau produk ini turut serta mempengaruhi atau menghasilkan minat beli konsumen (Guha et al, 2021).…”

“…Dengan demikian, iklan hanya akan ditampilkan kepada pengguna SNS yang sesuai dengan kriteria yang telah ditetapkan oleh marketer. Fasilitas SNS ini pun semakin masif dimanfaatkan oleh industri untuk memasarkan produknya sekaligus membangun brand awareness, brand image, dan brand equity (Ghorbanzadeh et al, 2022;Guha et al, 2021).…”