The influence of content and non-content cues of tourism information quality on the creation of destination image in social media: A study of Khyber Pakhtunkhwa, Pakistan

Ali, Danish; Liu, Xiaoying

doi:10.47264/idea.lassij/5.1.17

Cited by 8 publications

(4 citation statements)

References 70 publications

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“…To market the homestay business 86.7% of the operators, use the internet specifically social media for marketing, 10% use brochures and only 3.3% of the operators use cable advertisement for marketing can be seen in table6. This statement is also confirm from the recent studies by Ali & Xiaoying, (2021) state that 70% of the tourist get information about the destination from social media (Facebook).…”

Section: Figure No 4: Formal or Informal Training For Homestaysupporting

confidence: 82%

Homestay drives community's socio-economic development and sustainability; a case study of Skardu, Gilgit-Baltistan

Alam,

Danish,

Faraz

2024

RJSI

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Northern Pakistan is one of the most visiting places by both domestic and foreign visitors. This visitation phenomenon encourages residents to commercialize their residences portion a partial sharing into homestays. The northern area tourists have the privilege to experience homestay operations due to a shortage of lodging demand-supply gaps. A homestay is an idea of accommodation operation in which a visitor pays a charge to stay with a host family and engage with the native population. GB in general and Skardu in particular, benefited from the homestay due to national and international tourist flow. Homestay in Pakistan is not standardized or even not regularized. However, there are still many newcomers in the homestay business while owners do not understand business requirements, and the majority of them are not get training. Social media and online booking is popular channels for selling products. This study includes an assessment of community perceptions of how much the Homestay program influences the community in Skardu city, and even a discussion about the issues that Homestay operators and the community face. A cross-sectional research design with both quantitative and qualitative statistics (QUAN-QUAL Techniques) was used to examine the data. The data on a semi-structured questionnaire was collected from 30 homestay operators in the city. This research highlighted numerous characteristics of homestay growth, issues, and prospects.

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Section: Figure No 4: Formal or Informal Training For Homestaysupporting

confidence: 82%

Homestay drives community's socio-economic development and sustainability; a case study of Skardu, Gilgit-Baltistan

Alam,

Danish,

Faraz

2024

RJSI

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“…Kim et al (2017) evaluated representational IQ as the non-content cue information quality correlated with destination image components. In comparison, another recent study discovered that representational IQ significantly influence cognitive image (Ali and Xiaoying, 2021). However, there were studies.…”

Section: Ugc Tourist Behaviour and Travel Riskmentioning

confidence: 90%

“…Another existing empirical evidence has also proven that contextual IQ, comprising added value, timeliness, completeness, and relevance, is positively related to the affective image (Edwin et al, 2019). Ali and Xiaoying (2021) claimed that contextual IQ demonstrates the requirements of the given task through specific information, especially in providing high-quality knowledge and creating a specific perceived image. Particularly, positive rating online travel reviews affect both the destination image components (Guo and Pesonen, 2022).…”

Section: Ugc Tourist Behaviour and Travel Riskmentioning

confidence: 99%

Unboxing the paradox of social media user-generated content (UGC) information qualities and tourist behaviour: moderating effect of perceived travel risk

Asyraff

Hanafiah

Zain

et al. 2023

JHTI

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PurposeThis study utilised Mehrabian and Russel's stimulus-organism-response (SOR) model to investigate the inter-relationship between perceived social media information qualities (IQ) of online UGC, destination image, perceived travel risk and behavioural intentions.Design/methodology/approachA total of 255 responses from international tourists were collected. The data collection via an online survey was performed from October 2020 to February 2021. The study model and hypotheses were examined using partial least squares-structural equation modelling (PLS-SEM).FindingsThe result indicated that social media intrinsic, representational, and social IQ significantly influenced tourists perceived cognitive image, while only contextual and social IQ significantly predicted the perceived affective image. This study also confirms the significant effect of cognitive image on the affective image. In addition, the authors found that both destination image components, cognitive and affective, significantly affect tourists' behavioural intentions. However, surprisingly, tourists' perceived travel risk did not moderate the effect of destination image components on behavioural intentions.Research limitations/implicationsThis study contributes to the body of knowledge by extending Mehrabian and Russel's SOR model in the tourism behaviour context.Practical implicationsFrom a practical perspective, this study proves that UGC significantly affects destination image and plays an integral part in luring tourists to visit a destination.Originality/valuePrevious research in this area is limited, making this study particularly novel. This study represents one of the initial attempts to evaluate the dimensions of information quality in UGC on social media and online review platforms, particularly within the field of tourism. Treating online travel UGC seriously could assist organisations in leveraging tourist behaviour and enhancing destination image.

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“…This trend also shows the confidence educational institutes have developed with this form of communication in terms of its reach and efficacy. Recent research on SM marketing has tried to understand various marketing perspectives of SM and associated benefits with use of SM (Hoffman & Fodor, 2010;Kim & Ko, 2010;Michaelidou, Siamagka, & Christodoulides, 2011;Sashi, 2012;Hudson & Thal, 2013;Nadaraja & Yazdanifard, 2013;Stephen, 2016;Zollo, Filieri, Rialti, & Yoon, 2020;Ali & Xiaoying, 2021).…”

Section: Introductionmentioning

confidence: 99%

Factors limiting optimal students’ engagement on Social Media: A study of Higher Education Institutions in Pakistan

Mehmood¹,

Janjua²,

Saeed³

et al. 2021

J. Humanit. Soc. Manag. Sci.

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Limited research on Social Media (SM) marketing by Higher Education Institutes (HEIs) primarily focuses on understanding important practices followed to enhance students’ engagement on SM or its association with different branding constructs. However, there is dearth of research that can guide regarding practices negatively influencing SM based communication between HEIs and Students. This research explores these limiting factors affecting optimal students’ engagement on SM. A qualitative exploratory research methodology was adopted based on in-depth interviews and Netnography. 25 interviews were conducted and 6 months content analysis of Facebook account of selected HEIs was carried out for Netnography. The findings revealed different content and non-content factors negatively influencing students’ engagement on SM. Content related factors included poor design of SM content, lack of informality, inconsistent content posting and content posting during office hours. Whereas non-content related factors include selective platform presence, selective response to students' queries, fearful attitude towards official SM and absence of incentives for students to engage on SM. All these factors are believed to affect different stages of Customer Engagement including Connection, Interaction, Loyalty and Advocacy. Findings of this study have enabled gaining empirical knowledge regarding negative practices on SM, highlighted above, that shall be avoided to attain optimal results for SM marketing communication and learning how these practices affect different stages of students’ engagement on SM.

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The influence of content and non-content cues of tourism information quality on the creation of destination image in social media: A study of Khyber Pakhtunkhwa, Pakistan

Cited by 8 publications

References 70 publications

Homestay drives community's socio-economic development and sustainability; a case study of Skardu, Gilgit-Baltistan

Homestay drives community's socio-economic development and sustainability; a case study of Skardu, Gilgit-Baltistan

Unboxing the paradox of social media user-generated content (UGC) information qualities and tourist behaviour: moderating effect of perceived travel risk

Factors limiting optimal students’ engagement on Social Media: A study of Higher Education Institutions in Pakistan

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