Abstract
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.
Highlights
The continuous proliferation of information technology and the advanced diffusion rate of smartphones have created the revolutionary marketing medium of mobile ads (i.e., m-advertising) [1]
Engaging with consumers through social media marketing conveys numerous benefits to companies, such as producing word-of-mouth advertising in the airline industry [35], positively affecting customer equity in the brand industry [23,32,33], fostering social capital through advertisements [41], and enhancing satisfaction towards contentrelated marketing activities [38]. Addressing these issues, the current study focuses on the influential factors of social media marketing activities (SMMAs) to create sustainable destination marketing
The results indicate there is a good fit of the theoretical framework, while other indicators of goodness-of-fit are as follows: Root mean square residual (RMR) = 0.026; Goodness of Fit index (GFI) = 0.902, which is significant; Adjusted Goodness of fit index (AGFI) = 0.884; Normed Fit Index (NFI) = 0.916; Relative Fit Index (RFI) = 0.907; Incremental Fit Index (IFI) = 0.970; Tucker-Lewis Index (TLI) = 0.966; Comparative Fit Index (CFI) = 0.970; Root
Summary
The continuous proliferation of information technology and the advanced diffusion rate of smartphones have created the revolutionary marketing medium of mobile ads (i.e., m-advertising) [1]. One creative feature of smartphones enables users to download an extensive variety of mobile applications [2]. Fundamental progressions in digital technology, social networking, and mobile communication have shaped new concepts, pushing marketers to reimagine the consumer experience, efficiently communicate value ideas, and to sustain positive customer–marketing relationships [3]. The use of smart devices (i.e., mobile devices) and social networking Consumers have very personalized smartphones and utilities, with different features and applications used in their day-to-day activities [5].
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