Proceedings of the 19th International Symposium on Management (INSYMA 2022)

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

Authors
Ulyma Adventsia Octafiola1, *, Elevita Yuliati1
1University of Indonesia, Depok City, Indonesia
*Corresponding author. Email: ulyma.adventsia@ui.ac.id
Corresponding Author
Ulyma Adventsia Octafiola
Available Online 5 December 2022.
DOI
10.2991/978-94-6463-008-4_118How to use a DOI?
Keywords
Elaboration Likelihood Model (ELM); social media content; perceived destination image; intention to travel
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 19th International Symposium on Management (INSYMA 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
5 December 2022
ISBN
978-94-6463-008-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-008-4_118How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ulyma Adventsia Octafiola
AU  - Elevita Yuliati
PY  - 2022
DA  - 2022/12/05
TI  - Elaboration Likelihood Model in Marketing Communication Through Social Media for Tourism in Indonesia
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 944
EP  - 954
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_118
DO  - 10.2991/978-94-6463-008-4_118
ID  - Octafiola2022
ER  -