Social Media as a Promotional Tool Towards Tourist Behaviour in Sarawak Tourism Campaign

NURUL AMALINA, HAMNAN (2024) Social Media as a Promotional Tool Towards Tourist Behaviour in Sarawak Tourism Campaign. Masters thesis, UNSPECIFIED.

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Abstract

There is no denying that the world is transitioning from traditional media to new media. The increased use of social media suggests a potentially powerful new advertising platform. A new method of advertising has emerged along with the new era of communication. Social media use has increased significantly globally over the years, as predicted, to keep up with the changes and be relevant in various industries. Social media is used by almost everyone globally including both young people and older people. The purpose of this study is to examine how Sarawak tourism campaigns uses social media platforms to influence tourist’s behaviour. A combination of questionnaires and interviews with selected respondents are employed as mix methods for data collection. Based on the findings, social media is considered as an important promotional tool that acts as a dynamic platform connecting tourists with destinations, experiences, and businesses in Sarawak. The outcomes of this study provide valuable insights for tourism agencies who aim to make use of social media’s promotional potential in the tourism campaigns. Keywords: Social media, tourism industry, tourist behaviour, social media campaigns

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