Destination Resources towards Ecotourism Competitiveness: The Moderating Impact of Social Media Marketing

Jun Zhou, Thong (2021) Destination Resources towards Ecotourism Competitiveness: The Moderating Impact of Social Media Marketing. Masters thesis, Universiti Malaysia Sarawak (UNIMAS).

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Abstract

In this era of globalization, individuals are increasingly looking forward reconnection with the Mother Nature. The richness of destination resources in these destinations leads ecotourism to become one of the rapidly growing industries in Malaysia. Ecotourism, or sustainable tourism which commonly takes place in natural areas have become a main source of attractor for tourists, regardless domestic or international. Nevertheless, the literature relating to the destination resources and ecotourism competitiveness in natural protected areas (NPAs) is rather limited. Social media marketing, a form of digital marketing initiative plays an important role in helping national parks in Sarawak, Malaysia to enhance their competitiveness. The main objective of the present research is to examine and provide empirical evidence on the interrelationships between destination resources, social media marketing, and destination competitiveness. In the present study, the moderating impact of social media marketing on the relationship between destination resources and ecotourism competitiveness is attempted to be ascertained. The survey was conducted with a sample of 189 comprises of both domestic and international tourists visiting to Mulu National Park, Bako National Park, Kubah National Park, Niah National Park and Gunung Gading National Park. The analysis was done using partial least squares structural equation modelling (PLS-SEM) and discovered that the dimensions of destination resources play an important role in enhancing the ecotourism competitiveness in Sarawak, Malaysia. Four out of six destination resources, namely natural resources, cultural heritage attraction, destination accessibility and quality of tourism services were found to have significant and positive relationship with destination competitiveness. Besides, social media marketing was discovered to moderate natural resources and tourism infrastructure in their relationships with destination competitiveness. The findings of the present research provide contributions to scholars and practitioners by offering empirical evidence on the moderating impact of social media marketing, destination resources on the destination competitiveness in national parks of Sarawak, Malaysia.

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