Sustainable Destination Marketing Ecosystem through Smartphone-Based Social Media: The Consumers’ Acceptance Perspective
| Autor: | Farzana Sharmin, Mohammad Tipu Sultan, Daniel Badulescu, Afrodita Borma, Benqian Li, Alina Badulescu |
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| Jazyk: | angličtina |
| Rok vydání: | 2021 |
| Předmět: |
mobile technology acceptance model
Process (engineering) Geography Planning and Development TJ807-830 Management Monitoring Policy and Law smartphone TD194-195 Renewable energy sources sustainable destination marketing 0502 economics and business social media marketing activities Mobile technology Social media GE1-350 Marketing Affordance Environmental effects of industries and plants Renewable Energy Sustainability and the Environment business.industry 05 social sciences satisfaction Questionnaire Usability Environmental sciences Resource allocation 050211 marketing business 050212 sport leisure & tourism Tourism |
| Zdroj: | Sustainability, Vol 13, Iss 2308, p 2308 (2021) Sustainability Volume 13 Issue 4 |
| ISSN: | 2071-1050 |
| Popis: | The growth of technological revolutions and the subsequent acceptance of smart devices has increased the influence of sustainable marketing activities in the tourism industry. Due to the explosion of mobile technologies (e.g., smartphones, tablets) and social media adoption, consumers have been able to use these technologies at any time for destination marketing. However, understanding consumers’ sustainable marketing experiences from a destination perspective is a complex issue. At the moment, very few studies have focused on the effectiveness of smartphone-based social media in destination marketing. Hence, the main purpose of this study is to explore how consumers interpret and utilize smartphone-based social media for sustainable destination marketing. This study proposes an integrated framework that consists of the mobile technology acceptance model (MTAM) and the social media-based interaction, trendiness, and electronic-word-of-mouth (e-WoM). A questionnaire survey was used to collect data (n = 365), and valid data were analyzed by the structural equation modeling (SEM) technique. The findings revealed that interaction, trendiness, and e-WoM indirectly affected satisfaction through mobile usefulness and mobile ease of use. At the same time, mobile usefulness and mobile ease of use directly affected satisfaction, which then significantly influenced the intention to utilize those factors towards sustainable destination marketing. This study highlights the technological affordances and the satisfaction of smartphone-based social media in sustainable marketing. Furthermore, the results can be used in the resource allocation process to ensure the success of the vision and mission of sustainable destination marketing efforts. |
| Databáze: | OpenAIRE |
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