Information and Communication Technology, Integrated Marketing Communication, Social Media Branding and Memorable Tourist Experience Impact on Heritage Green Tourism

Autores/as

  • Mansour Alyahya Department of Management College of Business King Faisal Univesity Al-Ahsa, 31982, Saudi Arabia

DOI:

https://doi.org/10.3145/epi.2024.ene.0323

Palabras clave:

Social Media, Green Tourism, Tourist Environment Attitude, Saudi Arabia

Resumen

The research aimed to empirically test the impact of information and communication technology, information marketing communication, social branding, and memorable tourist experiences on green tourism with the mediating effect of tourist behavior on Saudi Arabian heritage tourism. The study also tested the moderating role of tourist environmental attitudes between tourist behavior and green tourism. For this purpose, employing self-administered questionnaire data collected from 370 tourists from two Saudi Arabia areas namely Al-Ula and Diriyah. Use a convenient sampling technique, cross[1]sectional research design, and Partial Least Square (PLS)-Structural Equation Modeling (SEM) technique for data analysis. The findings reveal that social media branding, information and communication technology, information marketing communication, and memorable tourism experiences each have a positive and significant impact on green tourism. The study also identifies the mediating role of tourism behavior and the moderating effect of environmental attitudes. These findings contribute to theoretical understanding by integrating these factors into a mediated-moderated model and offer implications for developing targeted green tourism strategies which emphasize the need for coordinated marketing efforts, and memorable eco-focused experiences. Practically, these results highlight the importance of enhancing tourist engagement with green tourism and achieving sustainability goals which is offering an actionable insights for green tourism

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Publicado

2024-09-01

Cómo citar

Mansour Alyahya. (2024). Information and Communication Technology, Integrated Marketing Communication, Social Media Branding and Memorable Tourist Experience Impact on Heritage Green Tourism. Profesional De La información, 33(3). https://doi.org/10.3145/epi.2024.ene.0323

Número

Sección

Artí­culos de investigación / Research articles