The Impact of Social Media Marketing To Tourism Post-COVID19 In Malaysia

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Khairun Nisa Mustaffa Halabi, Masri Abdul Lasi. Mustaffa Halabi Azahari, Saw Eu Gene


Global pandemic COVID-19 has impacted tourism in Malaysia. The image and perception towards tourism has changed consumer’s perception towards the safety and risk of traveling. In response, all borders are closed to visitors and tourists, therefore the government has an initiative to encourage the public to travel in the country to encounter the economic crisis. The purpose of this paper is to investigate the impact of social media marketing to consumer behaviour of post COVID-19 towards the intention to travel. The emergence of social media as a medium communication from the travel agencies, hoteliers to consumers has influenced the perception and travel intention. This paper employed 35 students and the results showed respondents' perspectives on integrating information and enhancing the possibility of travel intention. The DEMATEL results indicated that awareness about social causes, information satisfaction and entertaining content and compared product alternatives as the most important predictors of social media. The results revealed that experience moderated the relationship between social media determinants and travel intention. This paper also concludes that social media marketing has an impact on consumer behaviour and decision willingly to travel.

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