Promoting Sustainable Tourist Behavior through Promotional Marketing

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04130081%3A_____%2F23%3AN0000008" target="_blank" >RIV/04130081:_____/23:N0000008 - isvavai.cz</a>

Result on the web

<a href="https://jots.cz/index.php/JoTS/article/view/512/158" target="_blank" >https://jots.cz/index.php/JoTS/article/view/512/158</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.29036/jots.v14i26.512" target="_blank" >10.29036/jots.v14i26.512</a>

Result language

angličtina

Original language name

Promoting Sustainable Tourist Behavior through Promotional Marketing

Original language description

This study aims to investigate the current state of Bhaktapur, Nepal, as a tourist destination and how promotional marketing strategies can be used to increase the number of tourists visiting the area. The research uses the AIDA model to analyze Bhaktapur's promotional marketing as a tourist destination. 282 tourists were surveyed through the Kobo Toolbox app to gather information about their demographics and travel profiles. The data was analyzed using SPSS and SEM to find variations in groups and predict the impact of promotional marketing on sustainable tourism demand in Bhaktapur. The findings indicate that utilizing a range of promotional marketing strategies, such as social media, and targeting different demographic groups can be effective in attracting tourists and highlight the significance of tourism as a key source of foreign exchange revenue for Nepal and suggests that promoting Bhaktapur as a tourist destination can contribute to the country's economic growth. This study contributes to the rising interest in determining the Internet's significance as a commercial tool in the tourist industry. Internet is currently the primary method for hotels and other service-based enterprises to communicate with their clients. Thus, this study aims to fill a vacuum in the literature by demonstrating how to leverage the Internet and social media as part of a marketing strategy to build a sustained demand among visitors concerned with social concerns and the environment.

Czech name

—

Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

—

OECD FORD branch

50204 - Business and management

Project

—

Continuities

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Publication year

2023

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Journal of Tourism and Services

ISSN

1804-5650

e-ISSN

1804-5650

Volume of the periodical

26

Issue of the periodical within the volume

14

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

23

Pages from-to

219–241

UT code for WoS article

001080461400012

EID of the result in the Scopus database

2-s2.0-85164365608