The Role of Digital Marketing as a Resilience Factor in Cultural Heritage Tourism: A Conceptual Paper

Roslizawati Ahmad, Sitti Aminah Baharuddin and Nor Afidah Azmi
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Roslizawati Ahmad: Jabatan Pengurusan dan Peniagaan, Universiti Teknologi MARA, Cawangan Pulau Pinang
Sitti Aminah Baharuddin: Jabatan Pengurusan dan Peniagaan, Universiti Teknologi MARA, Cawangan Pulau Pinang
Nor Afidah Azmi: School of Business, INTI International College Penang

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 6, 1408-1415

Abstract: This paper aims to investigate the effects of online destination brand experience, destination brand authenticity, and ethical digital destination marketing on the behavioural intentions of cultural heritage tourism destinations. In this study, a sample of 315 respondents will be collected among the tourists at cultural heritage destinations in Malacca and Penang, Malaysia. The types and sources of data in this investigation will be based on quantitative data, which is primary data obtained through questionnaires. The sampling technique was a purposive sampling technique. The data collection method used in this research is allocating an opinion poll online using Google Forms. The findings of this research will be beneficial for tourism marketers in forming a strategy to attract travellers and enhance the destination’s brand image.

Date: 2024
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