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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| Online Access: | http://eprints.intimal.edu.my/1613/ http://eprints.intimal.edu.my/1613/1/v2022_09.pdf |
| _version_ | 1848766786200141824 |
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| author | Rakesh, Sarpal Yeoh, Chiao Ying |
| author_facet | Rakesh, Sarpal Yeoh, Chiao Ying |
| author_sort | Rakesh, Sarpal |
| building | INTI Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T11:56:40Z |
| format | Article |
| id | intimal-1613 |
| institution | INTI International University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T11:56:40Z |
| publishDate | 2022 |
| publisher | INTI International University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | intimal-16132024-05-07T08:51:10Z http://eprints.intimal.edu.my/1613/ THE IMPACT OF VIRAL MARKETING IN THE TOURISM INDUSTRY IN MALAYSIA POST COVID-19 PANDEMIC Rakesh, Sarpal Yeoh, Chiao Ying H Social Sciences (General) HF Commerce 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. INTI International University 2022-04 Article PeerReviewed text en cc_by_4 http://eprints.intimal.edu.my/1613/1/v2022_09.pdf Rakesh, Sarpal and Yeoh, Chiao Ying (2022) THE IMPACT OF VIRAL MARKETING IN THE TOURISM INDUSTRY IN MALAYSIA POST COVID-19 PANDEMIC. Journal of Business and Social Sciences, 2022 (09). pp. 1-13. ISSN 2805-5187 http://ipublishing.intimal.edu.my/jobss.html |
| spellingShingle | H Social Sciences (General) HF Commerce Rakesh, Sarpal Yeoh, Chiao Ying THE IMPACT OF VIRAL MARKETING IN THE TOURISM INDUSTRY IN MALAYSIA POST COVID-19 PANDEMIC |
| title | THE IMPACT OF VIRAL MARKETING IN THE TOURISM INDUSTRY IN
MALAYSIA POST COVID-19 PANDEMIC |
| title_full | THE IMPACT OF VIRAL MARKETING IN THE TOURISM INDUSTRY IN
MALAYSIA POST COVID-19 PANDEMIC |
| title_fullStr | THE IMPACT OF VIRAL MARKETING IN THE TOURISM INDUSTRY IN
MALAYSIA POST COVID-19 PANDEMIC |
| title_full_unstemmed | THE IMPACT OF VIRAL MARKETING IN THE TOURISM INDUSTRY IN
MALAYSIA POST COVID-19 PANDEMIC |
| title_short | THE IMPACT OF VIRAL MARKETING IN THE TOURISM INDUSTRY IN
MALAYSIA POST COVID-19 PANDEMIC |
| title_sort | impact of viral marketing in the tourism industry in
malaysia post covid-19 pandemic |
| topic | H Social Sciences (General) HF Commerce |
| url | http://eprints.intimal.edu.my/1613/ http://eprints.intimal.edu.my/1613/ http://eprints.intimal.edu.my/1613/1/v2022_09.pdf |