Open AccessSTUDY ON THE IMPACT OF CSR AND SOCIAL MEDIA ENGAGEMENT ON TOURIST DESTINATION BRAND LOYALTY IN SUSTAINABLE DEVELOPMENT NATURE-BASED TOURISM
Author(s) -
Mona Fairuz Ramli,
Muhammad Aizat Md Sin,
Ahmad Shabudin Arifin,
Abdul Ghafur Hanafi
Publication year - 2021
Language(s) - English
Resource type - Conference proceedings
DOI - 10.46754/gtc.2021.11.028
Subject(s) - tourism , corporate social responsibility , business , loyalty , structural equation modeling , context (archaeology) , brand loyalty , social media , marketing , sustainable development , sustainability , advertising , public relations , computer science , political science , geography , ecology , archaeology , machine learning , world wide web , law , biology
This study aims to investigate the relationship between Corporate Social Responsibility (CSR) and social media engagement on destination brand loyalty. These concepts are not fully understood, especially in the context of sustainable development of nature-based tourism, which makes managing the negative impact on the environment more challenging. The study developed a parsimonious model to investigate the interrelationship between CSR and destination loyalty by incorporating social media engagement as a mediating variable to study the impact mechanism of tourists’ CSR activities on tourists’ destination brand loyalty in a nature-based tourism context. The data used was collected from 240 inbound and outbound tourists that visited a well-known marine park site in Malaysia. In addition, a Partial Least Square (PLS) based structural equation modelling (SEM) technique was utilized to analyse the data. The result showed that CSR and social media engagement had an influence over destination brand loyalty. These results suggest some practical implications for destination operators designing CSR activities as a strategic technique for ensuring sustainable success.