The Impact of Digital Marketing Towards Destination Branding

Tang, Michelle Sze Jia (2019) The Impact of Digital Marketing Towards Destination Branding. [Final Year Project Report] (Unpublished)

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Abstract

In recent years, many businesses are starting to see digital marketing as one of the fundamental concepts to expand their and online travel business has also shown a steady growth and improvement due to the advancement of the information technology and telecommunication. As tourism has been recognized as one of the most important catalyst in promoting the development of economic in most countries., digital marketing has become an attractive strategy in boosting the tourism industry. This research aims to study the impacts of digital marketing towards destination branding. The research will first study the digital marketing strategies being implemented in the Sarawak tourism industry and the response to their efforts. It will be followed by interpretation and understanding of the tourist's perception towards the digital marketing efforts done to promote Sarawak and then identifying the potential of digital marketing towards the tourism industry. The potential of digital marketing will then be analysed based on the views from both the industry experts, the tourists' feedback and also similar efforts done by other countries. In this research, qualitative research method is being adopted to gain in-depth understanding about the strategies and its impacts of digital marketing efforts done in branding Sarawak as a travel destination. Therefore, this research may be informative to tourism stakeholders and future researchers to have an overview of the impacts of digital marketing towards destination branding.

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