Promoting Sustainable Tourist Behavior through Promotional Marketing

IF 3.1 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
Niranjan Devkota, Krzysztof Gajdka, Roshan Siwakoti, M. Klímová, Krishna Dhakal
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引用次数: 1

Abstract

This study aims to investigate the current state of Bhaktapur, Nepal, as a tourist destination and how promotional marketing strategies can be used to increase the number of tourists visiting the area. The research uses the AIDA model to analyze Bhaktapur's promotional marketing as a tourist destination. 282 tourists were surveyed through the Kobo Toolbox app to gather information about their demographics and travel profiles. The data was analyzed using SPSS and SEM to find variations in groups and predict the impact of promotional marketing on sustainable tourism demand in Bhaktapur. The findings indicate that utilizing a range of promotional marketing strategies, such as social media, and targeting different demographic groups can be effective in attracting tourists and highlight the significance of tourism as a key source of foreign exchange revenue for Nepal and suggests that promoting Bhaktapur as a tourist destination can contribute to the country's economic growth. This study contributes to the rising interest in determining the Internet's significance as a commercial tool in the tourist industry. Internet is currently the primary method for hotels and other service-based enterprises to communicate with their clients. Thus, this study aims to fill a vacuum in the literature by demonstrating how to leverage the Internet and social media as part of a marketing strategy to build a sustained demand among visitors concerned with social concerns and the environment.
通过促销营销促进可持续旅游行为
本研究旨在调查尼泊尔巴克塔普尔作为旅游目的地的现状,以及如何使用促销营销策略来增加访问该地区的游客数量。本研究采用AIDA模型对巴克塔普尔作为旅游目的地的促销营销进行分析。通过Kobo Toolbox应用程序对282名游客进行了调查,以收集有关他们的人口统计和旅行资料的信息。使用SPSS和SEM对数据进行分析,发现群体的变化,并预测促销营销对巴克塔普尔可持续旅游需求的影响。研究结果表明,利用一系列促销营销策略,如社交媒体,并针对不同的人口群体,可以有效地吸引游客,并强调旅游业作为尼泊尔外汇收入的主要来源的重要性,并建议将巴克塔普尔推广为旅游目的地可以促进该国的经济增长。这项研究有助于确定互联网在旅游业中作为商业工具的重要性。互联网是目前酒店和其他服务型企业与客户沟通的主要方式。因此,本研究旨在通过展示如何利用互联网和社交媒体作为营销策略的一部分来填补文献中的真空,从而在关注社会问题和环境的游客中建立持续的需求。
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来源期刊
Journal of Tourism and Services
Journal of Tourism and Services HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
7.80
自引率
16.70%
发文量
14
期刊介绍: Journal of Tourism and Services, established in September 2010, is the international reviewed scientific research journal published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners. The journal publishes high-quality scientific papers and essays with a focus on tourism and service industry development. Together with the scientific part and in order to promote the exchange of current and innovative ideas and stimulating debate, the Journal also includes Reviews of Existing Work or Short Essays, Research Notes, and Research and Industry sections to address important topics and advance theoretical knowledge or thinking about key areas of tourism and services and to allow researchers to present initial findings and reflections or problems concerning fieldwork and research in general.
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