The impact of social media marketing strategies on promoting sustainability of tourism with fuzzy cognitive mapping: a case of Kalanggaman Island (Philippines)

Kafferine Yamagishi, Lanndon Ocampo (), Dharyll Prince Abellana, Reciel Ann Tanaid, Ann Myril Tiu, Maria Esther Medalla, Egberto Selerio, Chrisalyn Go, Rey Cesar Olorvida, Amalia Maupo, Dearielyn Maskariño and Emilyn Tantoo
Additional contact information
Kafferine Yamagishi: Cebu Technological University
Lanndon Ocampo: Cebu Technological University
Dharyll Prince Abellana: Cebu Technological University
Reciel Ann Tanaid: Cebu Technological University
Ann Myril Tiu: Cebu Technological University
Maria Esther Medalla: Cebu Technological University
Egberto Selerio: Cebu Technological University
Chrisalyn Go: Cebu Technological University
Rey Cesar Olorvida: Palompon Institute of Technology
Amalia Maupo: Palompon Institute of Technology
Dearielyn Maskariño: Palompon Institute of Technology
Emilyn Tantoo: Palompon Institute of Technology

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 2021, vol. 23, issue 10, No 34, 14998-15030

Abstract: Abstract The current literature has espoused the role of social media platforms in promoting tourism destinations. Despite such advances, limited works are reported on how social media foster the sustainability of tourist destinations. This work builds upon the argument that sustainable tourism (ST) agenda and initiatives can be integrated alongside the traditional competitive mission of social media marketing as a communications strategy of tourism stakeholders. With such an argument and the scarce literature on the topic, this paper analyzes the impact of social media strategies on marketing indicators contextualized within ST. In addressing this objective, a fuzzy cognitive mapping technique is adopted to examine the changes in marketing performance indicators given an initial set of activation values of social media marketing strategies. A case study in Kalanggaman Island (Philippines), an emerging tourist destination, is carried out to demonstrate the evaluation process. Three policy scenarios with interrelated social media marketing strategies are examined: minimal effort, moving visuals, and collaborative strategies. The minimal effort scenario increases counting metrics, comments, and Web traffic, while the moving visuals scenario yields increases in reach, counting metrics, comments, and Web traffic. Finally, the collaborative strategies scenario enhances indicators on awareness, the share of voice, counting metrics, comments, and lead. The findings generated from the proposed framework provide policy- and decision-makers a platform for analyzing possible social media policies in disseminating the ST agenda.

Keywords: Sustainable tourism; Social media marketing; Marketing strategies; Indicators; Fuzzy cognitive mapping (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s10668-021-01283-6 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:endesu:v:23:y:2021:i:10:d:10.1007_s10668-021-01283-6

Ordering information: This journal article can be ordered from
http://www.springer.com/economics/journal/10668

DOI: 10.1007/s10668-021-01283-6

Access Statistics for this article

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development is currently edited by Luc Hens

More articles in Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().