Promoting Sustainable Tourist Behavior through Promotional Marketing

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Promoting Sustainable Tourist Behavior through Promotional Marketing

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Promoting Sustainable Tourist Behavior through Promotional Marketing

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2023

Kód důvěrnosti údajů

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

Název periodika

Journal of Tourism and Services

ISSN

1804-5650

e-ISSN

1804-5650

Svazek periodika

26

Číslo periodika v rámci svazku

14

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

23

Strana od-do

219–241

Kód UT WoS článku

001080461400012

EID výsledku v databázi Scopus

2-s2.0-85164365608