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Impact of Social Media Tourism Advertisement Factors on Visit Intention of Customers

التفاصيل البيبلوغرافية
العنوان: Impact of Social Media Tourism Advertisement Factors on Visit Intention of Customers
المؤلفون: Kiran Khokhar, Abida Ellahi
المصدر: NUML International Journal of Business & Management, Vol 15, Iss 1, Pp 1-14 (2020)
بيانات النشر: National University of Modern Languages (NUML), Islamabad, 2020.
سنة النشر: 2020
المجموعة: LCC:Personnel management. Employment management
LCC:Management. Industrial management
مصطلحات موضوعية: persuasive argument quality, advertisement credibility, tourist involvement, customer satisfaction, visit intention, Personnel management. Employment management, HF5549-5549.5, Management. Industrial management, HD28-70
الوصف: As an increasing trend in tourism, many customers have been showing great interest in it, relying on credible and trustworthy sources of information. The purpose of this study is to examine the impact of different advertisement characteristics such as persuasive argument quality and source credibility on the visit intention of a tourist in Pakistan. This research is quantitative in nature. Questionnaire as an instrument of data collection was used to collect data from Travel-related Social Media (TSM) users. The sample size was 415 and SPSS-20 was used for data analysis. The findings of the study state that persuasive argument quality and advertisement credibility has a positive impact on tourist satisfaction, which ultimately affects the visit intentions of a tourist in Pakistan. Tourist involvement, which was taken as a moderator, proved significant in the relationship of persuasive argument quality-tourist satisfaction and on the relationship of advertisement credibility-tourist satisfaction. The finding presents significance for academia as it adds knowledge in the research, and can help marketers to make effective strategies in thisdigital era to improve the tourism industry in Pakistan
نوع الوثيقة: article
وصف الملف: electronic resource
اللغة: English
تدمد: 2410-5392
2521-473X
Relation: https://nijbm.numl.edu.pk/index.php/BM/issue/view/46/Impact%20of%20Social%20Media%20Tourism%20Advertisement%20Factors%20on%20Visit%20Intention%20of%20Customers; https://doaj.org/toc/2410-5392; https://doaj.org/toc/2521-473X
URL الوصول: https://doaj.org/article/1aee93dcfc4e43ad8603db315f340393
رقم الأكسشن: edsdoj.1aee93dcfc4e43ad8603db315f340393
قاعدة البيانات: Directory of Open Access Journals
الوصف
تدمد:24105392
2521473X