The effects of social media advertising among eco-tourists in Malaysia: An empirical study on Malaysian ecotourism

Abstract

The focus of the study is to achieve the maximum advertising value on ecotourists using social media. In this area, the main objective of the “Technology Acceptance Model (TAM)” is to increase the present awareness of social media marketing. This topic is primarily concerned with exploring the context of social media advertisement with knowledge, service, and its behavioural intent to use social media ads within the unique environment of ecotourism in Malaysia. The approach of the study is to analyse a survey of 395 local Malaysian tourists in Klang Valley to test the “Technology Acceptance Model (TAM)”. The empirical findings denote that social media advertisement in ecotourism has positive effects on “Perceived ease of use” and “Perceived usefulness,” in terms of its ‘Informativeness’ and “Service Functionality.” That, in effect, contributes to the behavioural purpose of using social media ecotourism advertisements. The discipline’s findings indicate that advertising in social media in ecotourism needs to be utilized to provide a quick understanding. Also, the advertising is updated continuously to ensure reliable and appropriate sources to meet ecotourists’ information requirements and the support of tourist product ratings. These traits should satisfy travellers, making them likely to revisit different ecotourism sights. These appearances should satisfy tourists and allow them to re-visit various ecotourist attractions.