Impact of Social Media Tourism Advertisement Factors on Visit Intention of Customers
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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
National University of Modern Languages (NUML), Islamabad
2020-06-01
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| Series: | NUML International Journal of Business & Management |
| Subjects: | |
| Online Access: | https://nijbm.numl.edu.pk/index.php/BM/issue/view/46/Impact%20of%20Social%20Media%20Tourism%20Advertisement%20Factors%20on%20Visit%20Intention%20of%20Customers |
| _version_ | 1811195254808772608 |
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| author | Kiran Khokhar Abida Ellahi |
| author_facet | Kiran Khokhar Abida Ellahi |
| author_sort | Kiran Khokhar |
| collection | DOAJ |
| description | 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 |
| first_indexed | 2024-04-12T00:40:18Z |
| format | Article |
| id | doaj.art-1aee93dcfc4e43ad8603db315f340393 |
| institution | Directory Open Access Journal |
| issn | 2410-5392 2521-473X |
| language | English |
| last_indexed | 2024-04-12T00:40:18Z |
| publishDate | 2020-06-01 |
| publisher | National University of Modern Languages (NUML), Islamabad |
| record_format | Article |
| series | NUML International Journal of Business & Management |
| spelling | doaj.art-1aee93dcfc4e43ad8603db315f3403932022-12-22T03:55:01ZengNational University of Modern Languages (NUML), IslamabadNUML International Journal of Business & Management2410-53922521-473X2020-06-01151114Impact of Social Media Tourism Advertisement Factors on Visit Intention of CustomersKiran Khokhar0Abida Ellahi1Fatima Jinnah Women UniversityAbbottabad University of Science & TechnologyAs 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 Pakistanhttps://nijbm.numl.edu.pk/index.php/BM/issue/view/46/Impact%20of%20Social%20Media%20Tourism%20Advertisement%20Factors%20on%20Visit%20Intention%20of%20Customerspersuasive argument qualityadvertisement credibilitytourist involvementcustomer satisfactionvisit intention |
| spellingShingle | Kiran Khokhar Abida Ellahi Impact of Social Media Tourism Advertisement Factors on Visit Intention of Customers NUML International Journal of Business & Management persuasive argument quality advertisement credibility tourist involvement customer satisfaction visit intention |
| title | Impact of Social Media Tourism Advertisement Factors on Visit Intention of Customers |
| title_full | Impact of Social Media Tourism Advertisement Factors on Visit Intention of Customers |
| title_fullStr | Impact of Social Media Tourism Advertisement Factors on Visit Intention of Customers |
| title_full_unstemmed | Impact of Social Media Tourism Advertisement Factors on Visit Intention of Customers |
| title_short | Impact of Social Media Tourism Advertisement Factors on Visit Intention of Customers |
| title_sort | impact of social media tourism advertisement factors on visit intention of customers |
| topic | persuasive argument quality advertisement credibility tourist involvement customer satisfaction visit intention |
| url | https://nijbm.numl.edu.pk/index.php/BM/issue/view/46/Impact%20of%20Social%20Media%20Tourism%20Advertisement%20Factors%20on%20Visit%20Intention%20of%20Customers |
| work_keys_str_mv | AT kirankhokhar impactofsocialmediatourismadvertisementfactorsonvisitintentionofcustomers AT abidaellahi impactofsocialmediatourismadvertisementfactorsonvisitintentionofcustomers |