Impact of Social Media Marketing on Consumer-Based Brand Equity for Tourism Destination

Abstract

Background: Destination branding and social media strategy may be a major and strong marketing and promotional tool for destination marketers. Today tourism is greatly affected by social media platforms. Besides being a major source of information, these tools can facilitate the interaction process among tourists and provide them with customized and personalized offers. These activities can ultimately lead to enhanced destination brand equity.Purpose: The present study attempts to investigate the impact of social media marketing on consumer-based brand equity components for tourism destinations.Method: The sample of the study totaled 149 visitors from Isfahan. An online questionnaire and convenience sampling method were used to collect data. The research hypotheses were tested using smart PLS software.Findings: The results show that there is a statistically positive and significant impact of social media marketing on destination brand awareness, destination brand image, and destination brand quality, and destination brand loyalty.Conclusion: As the results show, social media marketing is an effective marketing tool to improve tourism marketing that in turn can enhance destination brand equity. These results are beneficial for tourism destination marketers and managers. Social media marketing as a prominent marketing tool can strengthen destination brand equity and potentially influence tourists’ behavior.