Elaboration Likelihood Model in Marketing Communication Through Social Media for Tourism in Indonesia

Ulyma Adventsia Octafiola () and Elevita Yuliati
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Ulyma Adventsia Octafiola: University of Indonesia
Elevita Yuliati: University of Indonesia

A chapter in Proceedings of the 19th International Symposium on Management (INSYMA 2022), 2023, pp 944-954 from Springer

Abstract: Abstract Tourism is considered one important sector of Indonesia’s development, and the government has launched ‘Five Super Priority Tourism Destinations’ to enhance the industry; however, the pandemic has decreased the number of foreign tourists, and the limitation to travel abroad actually creates an opportunity to increase domestic tourist visits to these destinations. As social media nowadays has become an important channel in marketing communication in this sector due to its visual representation, this research aims to investigate the persuasion process through social media content to give the intention to travel to the destinations using Elaboration Likelihood Model (ELM) framework. Data was collected through a survey of 365 respondents and was analyzed using Structural Equation Modelling Partial Least Square (SEM PLS). The results give insights into how the persuasion process changes consumer behaviour through social media to provide suggestions for marketing strategies using social media to promote tourism destinations.

Keywords: Elaboration Likelihood Model (ELM); social media content; perceived destination image; intention to travel (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-008-4_118

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DOI: 10.2991/978-94-6463-008-4_118

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