THE IMPACT OF VIRAL MARKETING IN THE TOURISM INDUSTRY IN MALAYSIA POST COVID-19 PANDEMIC
Viral marketing played a major role in tourism marketing for the government and private sector. This marketing strategies often referred to as electronic word-of-mouth (eWOM). Extensive research studies have been carried out on the mechanism and importance of viral marketing. However, there is a res...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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INTI International University
2022
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/1613/ http://eprints.intimal.edu.my/1613/1/v2022_09.pdf |
| Summary: | Viral marketing played a major role in tourism marketing for the government and private sector. This marketing strategies often referred to as electronic word-of-mouth (eWOM). Extensive research studies have been carried out on the mechanism and importance of viral marketing. However, there is a research gap on the viral marketing impact on the tourist destination in the COVID-19 pandemic crisis. The purpose of this paper is to discuss the impact of viral marketing or electronic WOM (eWOM) on a tourism destination choice after COVID-19, using the theory of planned behaviour (TPB). The intended outcome and purpose of the study is look at possible adaptive marketing strategies and approaches in the endemic stage of COVID-19. The effectiveness of viral marketing in promoting tourist destinations in Malaysia is studied in this literature view to identify the influence of viral content in tourist decision-making. |
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