Promoting Sustainable Tourist Behavior through Promotional Marketing
Keywords:promotional marketing, AIDA model, SEM, tourist, Bhaktapur
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.
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Journal of Tourism and Services (ISSN 1804-5650) is published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners:
- University College of Business in Prague, Czech Republic
- University of Entrepreneurship and Law, Prague, Czech Republic
- School of Business and Administration of the Polytechnic Institute of Setúbal, Portugal
- Faculty of Operation and Economics of Transport and Communications, University of Zilina, Slovakia
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