Running Head: Digital Marketing on Tourist 1

THE IMPACT OF DIGITAL MARKETING ON TOURIST DESTINATION CHOICE: A

STUDY OF SOCIAL MEDIA

by (Name)
Course
Professor
Institution
The City and State
The Due Date
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Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................5

1.1. Background and Context......................................................................................................5

1.2. Problem Statement................................................................................................................5

1.3. Research Aim........................................................................................................................6

1.4. Research Question................................................................................................................6

1.5. Research Objectives..............................................................................................................7

CHAPTER 2. LITERATURE REVIEW.........................................................................................8

2.1 Introduction............................................................................................................................8

2.2 Conceptual Literature............................................................................................................8

2.3 Theoretical Literature............................................................................................................8

2.4 Empirical Literature...............................................................................................................9

2.5 Literature Gap......................................................................................................................10

2.6 Chapter Summary................................................................................................................11

CHAPTER 3. METHODOLOGY.................................................................................................11

3.1 Research Design..................................................................................................................11

3.2 Methodological Framework: Application of Onion Model.................................................11

3.2.1 Research Philosophy for the Dissertation....................................................................12

3.2.2 Research Approach for the Dissertation......................................................................12

3.2.3 Research Strategies/Design for the Dissertation..........................................................12

3.2.4 Options for the Dissertation.........................................................................................12

3.2.5 Time Horizons for the Dissertation..............................................................................13

3.3 Sampling Techniques and Procedures.................................................................................13

3.4 Ethical Issues.......................................................................................................................13

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3.5 Chapter Summary................................................................................................................14

CHAPTER 4. DATA COLLECTION...........................................................................................15

4.1 Introduction..........................................................................................................................15

4.2 Data collection techniques and procedure...........................................................................15

4.2.1 Survey Design and Development..................................................................................15

4.2.2 Pilot Testing..................................................................................................................17

4.2.3 Data Collection Process................................................................................................17

4.2.4 Data Storage and Management.....................................................................................18

4.3 Chapter Summary................................................................................................................18

CHAPTER 5. DATA ANALYSIS AND RESULTS/FINDINGS................................................20

5.1 Introduction..........................................................................................................................20

5.2 Analytical Techniques.........................................................................................................20

5.3 Presentation of Results........................................................................................................21

5.3.1 Demographic Information............................................................................................21

5.3.2 Social Media Usage......................................................................................................22

5.3.3 Digital Marketing and Its Influence on Decision-Making............................................23

5.3.4 Social Media’s Influence as a Factor Consideration for Ecotourism Destination

Select......................................................................................................................................23

5.4 Research Findings (Organized by Theme or Research Question).......................................24

5.4.1 Social Media and the Process of Decision-Making......................................................24

5.4.2 Effects of Digital marketing on destination decision....................................................24

CHAPTER 6. CONCLUSIONS AND DISCUSSION..................................................................25

6.1 Introduction..............................................................................................................................25

6.2 The main findings of the literature are discussed................................................................25

6.3 Implication of the Results for Practice................................................................................26

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6.4 Limitations of the Study......................................................................................................26

6.5 Recommendations for Further Research.............................................................................27

6.6 Conclusion...........................................................................................................................27

References......................................................................................................................................29
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CHAPTER 1: INTRODUCTION
1.1. Background and Context
There have been dramatic changes in the tourism system, specifically in how vacation
spots are sold to prospective tourists. Social networking sites have, therefore, shaped the future
of digital marketing. Opportunities arising from globalization and technological development ask
the world to be interconnected, e.g., pending the market to ensure that destinations are accessible
to a broader and diverse market. Thus, Instagram, Facebook, YouTube, TikTok, Pinterest, and
travel blogs are compelling opportunities for direct real-time communication with potential
tourists. These networks facilitate consumers' participation by contributing content that gives
perception to destinations through reviews, images, and videos.
In the case of ecotourism, which is tourism undertaken in natural areas to use profit to
enhance the conservation of the area and the welfare of the people of the area, the internet plays
a vital role. These platforms can help ecotourism destinations promote the conservation practices
they undertake, the bio-diversity of the regions, and the sustainable practices being espoused in
the region. The greater demand for environmental conservation worldwide has made ecotourism
among the increasing tourism sectors. Using digital media as one of the most effective tools of
population influence, potential tourists are introduced to destinations promoting sustainable and
environmentally friendly products.
Research, like that conducted by Firman et al. (2023), indicates that digital marketing
tools reach out not only to the tourist's attention but can also engage in the cause of ecotourism.
Therefore, those traveling can get the responses at the shortest notice, interact with brands and
organizations, and be compelled to make decisions based on the reviews and recommendations
of other tourists. In this way, digital marketing goes beyond an advert or a post and means
building and maintaining an open dialogue between potential visitors and the destination. Such
dynamic and reciprocal communication increases the recipient's knowledge of ecotourism, its
benefits, and its significance — all of which are critical when a tourist decides.
1.2. Problem Statement
This research problem revolves around the need for more literature that informs the roles
that digital marketing, especially social media, has on ecotourism destination decisions.
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Although there is a vast amount of literature related to the outcome of digital marketing on
different sectors of broader tourism, there still needs to be more literature about ecotourism. Such
is because ecotourism differs from traditional tourism. After all, it is sustainable,
environmentally friendly, and involves community development, which may not respond to
conventional marketing techniques. Social media is a better tool to publicize and encourage visits
to these destinations as it realigns perception and encourages engagement. Similar to these
organizations identifying the promotion of tourism through technology, nothing has been done
by these authorities other than commendation and encouragement of further research into what is
proactively being done, particularly through social media sites, in the promotion of ecotourism.
The issue is that the requirement of digital and sustainable transformation in the tourism industry
still needs to be studied more regarding how SMM can promote ecotourism destinations,
specifically regarding conservation.
The research seeks to address this gap with findings that shall be helpful to marketing
practitioners and ecotourism policymakers. When using digital markets and particularly social
networks, how are tourists' decisions on where to choose for ecotourism influenced? While the
role of technology in tourism promotion has been acknowledged by the UNWTO and the Global
Sustainable Tourism Council, these organizations also suggest that. The paradox lies in the
simultaneous push for digital and sustainable transformation within the tourism industry.
However, the limited research on how social media marketing can effectively promote
ecotourism destinations, particularly regarding environmental conservation, still needs to be
explored.
1.3. Research Aim
The study aims to investigate the part of digital marketing that influences tourist
decision-making regarding ecotourism destinations. The knowledge includes how information
created through digital marketing communications can influence tourists' perceptions of
ecotourism destinations, raise their awareness of sustainability issues affecting these destinations,
and, in the process, influence their travel decisions. For this reason, the research aims to provide
practical recommendations on how social media can be more effectively used to sell ecotourism.
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1.4. Research Question

How does digital marketing affect tourists' decision-making regarding ecotourism
destinations?
This question is subsequently designed to outline the use of digital marketing strategies and
tourist decision-making, especially on social networking sites, regarding the choice of the
ecotourism sector. The conclusions will give an understanding of the extent to which digital
marketing can influence perception and volitional change in connection with ecotourism.
1.5. Research Objectives
1. To evaluate how effective social media advertising and other forms of digital marketing
are in gaining support for ecotourism destinations. The objective would investigate how
ecotourism destinations utilize social media platforms like Instagram, YouTube,
Facebook, etc., and how effective these platforms are in engaging potential tourists.
Critical parameters such as engagement, users' response, and effectiveness of promotional
messages will be covered.
2. To measure the level of influence social media channels have in shaping the attitudes and
decisions of tourists about ecotourism destinations. This would entail assessing how
social media tools construct the tourists' views of ecotourism destinations and how such
constructions affect their intention to go to certain destinations. The level of dependence
upon the user-generated content, the attractiveness of the images, and the online reviews
will be investigated.
3. To identify the factors and social media marketing tactics likely to enhance the online
marketing of ecotourism destinations. The objective aims to determine the social media
strategies or content types that stimulate favorable attention from tourists and promote
sustainable travel. It will further examine the role of influence, hashtags, and visual
narrations in the ecotourism industry.
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CHAPTER 2. LITERATURE REVIEW

2.1 Introduction
Social media and other digital marketing tools have become the main means of
promoting a destination with the advancement of the digital revolution. These tools assist in
making the information on brands, products, and companies go viral to the intended clients,
mostly potential tourists. The literature focuses on the state of digital marketing in the tourism
context, the effects of social media on tourist choices, and the connection between social media
and Ecotourism (Greetham, 2019).
2.2 Conceptual Literature
Technology in marketing has made it easier for tourism marketers to engage the world
with their marketing destinations. It embraces different techniques, such as con, tent marketing,
search engine optimization, and social media marketing, which have helped create awareness and
demand for tourism destinations. Raji et al. (2024) opined that digital marketing enables honest
communication between marketers and tourists and the flow of relevant information at any given
time. Digital marketing is thus very effective primarily because it can deliver content targeted at
potential tourists via numerous online media outlets (Saunders et al.,2019). A critical part of the
external environment for tourists is social media, which provides images, videos, and user-
generated reviews that change perceptions and trigger travel intentions (Abdul Shakur et al.,
2023).
Femenia-Serra and Gretzel (2020) defined ecotourism as a visit to intact and pristine
natural areas with minimal environmental impacts to enjoy nature and cultural values. With the
increasing concern of global warming, marketing communications in reinforcing ecotourism
destinations has expanded. Awareness regarding sustainable travel and responsible tourism is
created through media sites, including Instagram and YouTube (Grover et al., 2022).
Nevertheless, the benefit arising from the use of digital marketing for visibility and engagement
is that it can detract from the over-tourism threat and the sustainability problem associated with
ecotourism sites (Rafique, 2020).
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2.3 Theoretical Literature

Scholars such as Rafique (2020) and Talukder & Bhuiyan, (2020), have provided
insights into how digital marketing drives tourists' decisions. The theory of digitalization
acceptance that can be employed in social media use in tourism is the Technology Acceptance
Model (TAM), suggested by Rafique (2020). Like TPB, Witt's (1997) attitude model suggests
that attitudes toward the behavior in question influence tourist intentions and behaviors
concerning travel decisions (Talukder & Bhuiyan, 2020). This theory applies to making sense of
the kind of content that is produced and shared on social media platforms and how the content
that is produced relates to the tourists' decision-making process about visiting ecotourism sites.
According to Lin and Rasoolimanesh (2024), due to the interactive nature of the SM,
tourists are able to interact with the destination brands and get recommendations from fellow
travelers. In addition, influencer marketing and user-generated content efficiently influence
consumer behavior and establish loyalty toward a destination (Joo et al., 2020). However,
Firman et al. (2023) have highlighted that metrics used to determine the return on Investment
(ROI) still need to be solved due to the nonlinearity of consumers' journey through performances
in digital platforms.
2.4 Empirical Literature
Some previous works have analyzed how digital marketing and social media affect
tourists' decisions regarding their destination. For instance, Abdul Shakur et al. (2023) applied
structural equation modeling to determine tourists' destination image and behavior. Bearing this
in mind, their study shows that the media is important in shaping tourists' perceptions towards
specific destinations, especially by visual means like images and videos. In the same way,
Firman et al. (2023) used network analysis to analyze destination choice concerning the
influence of online travel communities and media reviews on the decision of tourists.
As it is realized numerous research works have demonstrated the role of social media
sites in promoting ecotourism. Social media is another way of promoting destinations and is
equally valuable for promoting environmentally sustainable tourism, states Grover, Kar, and
Dwivedi in 2022. It is also noteworthy that social media practices, which allow individuals to
spread the word on particular destinations, generate user-created content such as site reviews and
photographs. However, Rafique (2020) warns that the over-promotion of such ecotourism sites
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through digital marketing leads to '''over-tourism'', thus threatening the destination's

sustainability.
The empirical research likewise supports the idea of digital marketing stimulating the
competitiveness of destinations. For example, Lin, Huang, and Jun (2020) underlined the
function of social media for sustainable tourism through the attraction of eco-aware tourists and
the disclosure of sustainable practices. However, several difficulties still need to be addressed in
assessing the ROI of digital marketing practices in tourism. Chu et al. (2020) proposed that
digital marketing influences tourists' behavior, but it is still challenging to measure precisely
because of the structure of online interaction.
2.5 Literature Gap
No doubt, the literature on digital marketing and its role in tourism has developed
gradually, but the following gaps in the present research have been identified, especially
concerning ecotourism. First, while two decades of research have established the place of social
media in tourism marketing communications, attention is on the extent and nature of the effects
in the ecotourism context (Aydin, 2020). Most previous research takes conventional tourism as
an object of research interest. More specific information is needed on such issues as how the
promotion of environmentally friendly tourism can be enforced via IT systems.
Another critical gap is the need for studies establishing the relationship between specific
digital marketing activities and sustainability objectives. While UNWTO, for example, puts
significant effort into highlighting the potential of sustainable tourism development and
promoting SDG initiatives, little research discusses how digital marketing positively impacts
these goals (Chen & Lin, 2019). It is high time more research papers were done to complement
digital marketing efforts by ensuring that the promotion activities do not hurt ecotourism sites.
Moreover, there needs to be more evidence in previous literature relating to the effect of
servicing digital marketing communication on the long-term behavior of tourists (Giglio et
al.,2019).
2.6 Chapter Summary
This chapter discussed the existing literature on digital marketing for promoting tourism,
specifically the impact on ecotourism destinations. Among the topics touched on are the basic
principles of digital marketing and social networks, as well as their impact on the behavior of
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tourists. In the empirical analysis, the role of DM, especially social media, in influencing
destination choice was noted, along with the emerging problems of over-tourism and the
sustainability of the sites used for ecotourism. However, the following gaps emerge from the
literature: Limited studies have explored the impact of media on ecotourism, and more needs to
be known about how digital marketing strategies fit with sustainability objectives. Filling these
gaps will help answer questions about how digital marketing can promote ecotourism and
contribute to the development of sustainable tourist destinations. The following chapter will
present the research methodology employed to examine these problems further.
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CHAPTER 3. METHODOLOGY
3.1 Research Design
This section offers general information regarding the research philosophy, approach,
design, sampling method, data collection method, and ethical question. By putting them into
question, the methodology is expected to offer a clear view of the research activity, why
methodological decisions have been made to conduct the study and the sources of practical work.
A quantitative research approach has been used because it provides statistically valid and
generalizable results.
3.2 Methodological Framework: Application of Onion Model
The Onion Model of Research Methodology by Saunders et al. (2019) forms the basis for the
design of this research. This model highlights some research design layers and shows how
research strategies can be done systematically (Hart, 2018). The Onion Model is beneficial in
reaching conclusions about the research philosophy, approach, strategy, time horizons, and
sampling techniques. The subsequent sections explicate the constituents of the framework of this
research.
3.2.1 Research Philosophy for the Dissertation
This research philosophy is linked with quantitative research approaches and is postured on
the premise that reality is objective, factual, and measurable (Saunders et al., 2019). For this
study, positivism enables the assessment of the involvement of social media in digital
marketourists' decision-making regarding ecotourism using empirical data. This philosophy
favors the use of conclusive and measurable data in a way that can be statistically tested. It
should allow the researcher to extrapolate findings from the sample to the population.
3.2.2 Research Approach for the Dissertation
The research approach used in this study is deductive. In deductive reasoning, one forms
a hypothesis following the theories in the literature and then undertakes a study to test the
hypothesis. Hypotheses are formulated based on the literature review of theoretical frameworks
related to digital marketing and its influence on tourist behavior, including social media
marketing for ecotourism promotion. These hypotheses are quantitatively measurable, and the
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study will use quantitative techniques to collect the data. Based on the data collected, an attempt
will be made to accept or reject the proposed hypotheses.
3.2.3 Research Strategies/Design for the Dissertation.
One of the most recognized types of quantitative data collection will enable the
researcher to gather massive amounts of information from a large population. This strategy helps
examine the effects of DM on this heterogeneous population of tourists because it is standardized
to capture attitudes, behaviors, and perceptions. Self-administered questionnaires shall be
adopted with participants so that data will be easily collected and in large quantities. This way,
the survey will only present some closed questions, whereas others will include open questions
susceptible to overseeing participant behavior and perception.
3.2.4 Options for the Dissertation
This research study will use a mono-method quantitative method since data will be
collected and analyzed using surveys. The study's goal, which aims to assess the role of digital
marketing in tourists' decisions in a statistically significant manner, explains this choice.
Although it is believed that qualitative methods could develop more profound participation and
understanding of participants' observations and attitudes, such an approach is more suitable to the
current research because of its focus on specific, quantified results.
3.2.5 Time Horizons for the Dissertation
A cross-sectional study takes a single measurement in the research, and hence, it is
possible to find the participants' behaviors, perceptions, and attitudes toward digital marketing
and ecotourism. This approach is proper since the study is a descriptive type of research that
seeks to establish how current advancements in digital marketing affect tourists (Walliman,
2019). However, the lack of a longitudinal study could be an area of improvement, as such a
study could offer a clue about the lifetime impact of digital marketing as well as social media;
despite this, a cross-sectional study is sufficient in capturing the initial impact of social media on
tourist decisions.
3.3 Sampling Techniques and Procedures
Convenience sampling will be adopted to ensure the participants are easily accessible
and willing to complete the survey be used to select participants. This technique is cost and time-
optimum as it enables the researcher to obtain the responses from the participants who fit
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specific criteria within a short duration (Flick, 2020). Purposive Sampling will ensure that only
participants with adequate information and understanding of ecotourism and social media usage
are selected. This technique is beneficial in terms of cost and time efficiency, allowing the
researcher to quickly gather responses from participants who meet essential criteria (Flick,
2020). Purposive Sampling will ensure that the selected participants have relevant knowledge
and experience regarding ecotourism and social media usage. Inclusion criteria include using
social media in ecotourism, the ability to access social media applications, and information
relating to ecotourism. These criteria are essential in achieving the research questions and
objectives (Saunders et al., 2019). The final sample will have 100 respondents, increasing the
participants' variability. This sampling technique helps to make the collected data diverse and
relevant to potential tourists involved in ecotourism so that they can understand the impact of
digital marketing on destination choice.
3.4 Ethical Issues
By observing the principle of ethics in the research, there is respect for persons,
adherence to truth in research findings, and integrity. The following ethical practices will be
adhered to throughout the study: First, the respondents' Informed Consent. The subjects will be
provided with adequate information on the study’s goals. Secondly, the confidentiality. The
information to be collected will not include identifiable information that will directly tie it to
their responses to the surveys. Consent will also have features declaring that all materials will be
kept confidential and that only the researcher will have a chance to work with them. Lastly, the
Data Protection. Participation and non-interference consent will be sought from participants, and
the study will not produce or reveal any identifiable researcher data to any third party for
purposes other than research.
3.5 Chapter Summary
Generally, the research objectives are that the study has adopted the quantitative research
technique, and the type of research being cross-sectional and non-experimental due to its ability
to collect a large amount of information in less time will be appropriate for the study. The
concerns of ethical approval, such as informed consent, confidentiality, and data protection, have
also been taken to warrant the proper conduct of the research. The last chapter of the thesis will
describe the data analysis techniques and provide research findings.
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CHAPTER 4. DATA COLLECTION

4.1 Introduction
Data collection plays an important role in conducting any research. It helps the researcher
acquire the information directed to research questions. Applying online surveys as the primary
source of data collection, this chapter will outline the methods, instruments, and processes
involved in data collection from chosen participants. The first part briefly overviews the data
collection methods and process. It shows the relevance of such methods to the research
objectives and justifies their choice. It also presents the basic concepts of the data collection
process, including survey development and pre-testing, data collection, and data storage. Finally,
the data collection process is described briefly, and potential issues that might have been
encountered during the process are discussed.
4.2 Data collection techniques and procedure
Chapter Four explains that this research will involve quantitative data collection
procedures for the following reasons. Quantitative data collection methods are especially
appropriate in research that aims to find relationships and patterns between the independent and
dependent variables among large populations. In particular, it is proposed that web-based
questionnaires be used as the primary data-gathering tool in this study. There are several reasons
why online surveys were chosen for this project, among which efficiency, cost, and the
possibility of reaching participants in different geographical areas can be distinguished.
4.2.1 Survey Design and Development
The pilot survey was implemented to measure the potential drivers that could affect the
pattern of tourists' decisions when selecting an ecotourism destination, with particular emphasis
on the effect of digital marketing and social media. Some questions are closed-ended, while
others are open-ended to enable the collection of numerical data, in addition to including spaces
for answering extra observations and ideas. Closed-ended questions: These questions will be
quantifiable variable-based questions, such as usage frequencies of the specific SNSs and the
respondents' profiles, including age, gender, level of education, and many other factors. Closed-
ended questions are easy to quantify under statistical analysis since they generate data in the
form of categories. Each is in the form of a word, number, or symbol/ The data from closed-
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ended questions is categorized; therefore, it is easily quantified using frequency counts,

percentages, and correlation analysis.
Open-ended questions: These questions have been developed to ascertain further information
concerning the participants' experiences with digital marketing and ecotourism. They allow the
participants to give an opinion and provide some insight that might not have been revealed
through yes/no questions. The meanings of participants' experiences in employing social media
and how social media and digital marketing affect decision-making will be interpreted through
open-ended questions, interviewing, and Sampling.
The survey will be structured into the following sections:
Demographic Information: This section will provide basic details of the respondents and
explain why we will require age, gender, occupation, and level of education. This data will
enable us to analyze demographically and diagnose different patterns related to these variables.
The first section entails Social Media Usage: This section will examine the participants'
fifteen popularity of social media platforms and their affinity with travel and ecotourism.
Questions will be based on which social media platforms participants are active in, the frequency
with which they engage in them, and their engagement in tourism-related content. Secondly, the
Perceptions of Digital Marketing: This section will explore participants' views on marketing
initiatives carried out by tourism destinations. This will include assessments of social media
marketing, advertisement campaigns, and influencer marketing. Participants will be requested to
indicate how those marketing tactics affect their travel choices and ecotourism destinations'
perceptions. Lastly, Travel Decision-Making: The last part will examine how digital marketing
and social media forms impact participants' decisions regarding ecotourism destinations. Test
questions will reveal information about ecotourism, the perception of factors influencing
destination choices, and the role of information published online (text, photos, and videos).
4.2.2 Pilot Testing
However, to confirm the prevalence of the issues under study and before surveying the
total sample, a pilot study will be conducted on Craigslist single women, conducted on a limited
sample of 10-15 respondents, closely matching the target population's characteristics. The pilot
test aims to review how concise the survey questions are and whether the participants can answer
the questions appropriately.
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• The survey duration and whether it is reasonable for the participants.

• The simplicity of the instructions and the questions put forward.
• The provision of a range of measures
.• The Quality of the survey format (for example, how friendly the survey format is on
different devices like smartphones, tablets, and desktops) individuals) who share characteristics
similar to those of the target population. The pilot test aims to assess the survey questions' clarity
and reliability and ensure that participants can understand and respond to the questions as
intended. During this phase, the researcher will evaluate the following:
• The survey length and whether it is appropriate for the participants' time.
• The clarity of the instructions and wording of the questions.
• The comprehensiveness of the response options.
• The effectiveness of the survey format (e.g., whether it is user-friendly across
devices such as smartphones, tablets, and desktops).
The results obtained from the pilot test will be used to review the survey questionnaire
and delete/modify some of the questions as the next step for large-scale data collection. This step
is essential to discard invalid and unreliable items that populated the initial survey to increase the
quality of the survey data.
4.2.3 Data Collection Process
It is envisaged that most of the data collection activities will be conducted online to
improve their accessibility, convenience, and effectiveness. The survey will be distributed
through various online platforms and channels, including:
•Ecotourism-related social media groups and forums: Such mechanisms will enable the
researcher to disseminate the survey among people who have shown interest in ecotourism issues
and are knowledgeable about digital tourism.
•Online travel communities: Facebook, Reddit, and TripAdvisor will offer general and
diverse populations of users who expressed an interest in ecotourism and sustainability as
potential tourists.
•Eecotourismibution lists: It will also be distributed through email invitations, especially
to environmentally friendly tourists or users concerned about sustainable tourism.
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The survey will constantly be available for a certain period (between 2-3 weeks), giving
the participants enough time to complete the survey. The participants will be told that the survey
is voluntary, and they will be free to refuse to take the survey without explaining why. Due to the
remote possibility of respondents forgetting to participate, they will receive a follow-up email or
post after half the data collection time elapsed to remember to participate.
4.2.4 Data Storage and Management
After getting the survey responses, the data shall be kept safely in electronic format.
Google Forms or SurveyMonkey will be employed to get responses to the questions asked, as the
data collected will be directly channeled to the body of an Excel document for further analysis.
The data will also be stored with the view that some backup will be made occasionally to avoid
incidences such as data loss due to some calamity. Depending on ethical considerations, the data
that will be collected will not feature the identity of the participants, such as names or phone
numbers, among others. In the data analysis, only group data will be used so that no individually
identifiable information will be used, and the participants' identities will remain anonymous.
Categoric data shall be used to describe the characteristics of the participants; in contrast, metric
data shall be used to determine the relationships between social media usage, digital marketing
strategies, and destination choice through correlation and regression analysis.
4.3 Chapter Summary
This part explains the method used for collecting data in this study, which is based on
administering online survey questionnaires to the participants to obtain the quantity of data. It
describes where and how the survey was developed, how pilot testing was conducted, and the
methods employed in distributing the survey and managing data collection instruments. Other
issues, such as privacy, have been observed, and issues like consent have also been considered to
achieve ethical research objectives. The details of the data collected and the findings will be
presented and discussed in the next chapter about the research objectives.
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CHAPTER 5. DATA ANALYSIS AND RESULTS/FINDINGS

5.1 Introduction
The section provides the research outcome obtained from the data gathered in the online
survey outlined in Chapter 4. The systematic examination of available evidence on how digital
marketing and social media shape tourists' decision-making is of special interest. The
information collected from 100 respondents will be systematic and then logically summarized to
draw trends, patterns, and relationships about the research questions asked prior. The research
questions and concerns present the findings, and quantitative approaches are used to examine the
relationship's extent. This chapter aims to show the data succinctly and in an easily
understandable format, with figures and tables used to enhance the reader's comprehension of the
study results.
5.2 Analytical Techniques
Some statistical tools have been used to analyze the data collected. The first level of data
analysis involves descriptive analysis, where the task is to determine the general characteristics
of the sample used in the study. These include mere tabulations, percentage distribution, and
measures of central tendency, such as mean or median, to give the researcher an overview of the
participant's demographic characteristics and the general pattern of their responses.
Correlation analysis is utilized to determine the relationship between some of the
variables. This method assesses the strength and direction of the relationship between two
variables, such as the likelihood of choosing ecotourism sites and the frequency of social media
use. The study also employs regression analysis to look at how social media and digital
marketing affect travelers' decision-making, keeping in mind that the analysis results might show
a connection between social media content engagement and the choice to travel to an ecotourism
destination. The Statistical Package for the Social Sciences (SPSS) version 25 software is used
for all statistical analysis to do extensive statistical computations methodically and produce
simple results.
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5.3 Presentation of Results

The findings of this study are discussed according to the themes and research questions
developed from the survey. The results are grouped into sections to avoid confusion and to
enable their comprehension without difficulty. The various parts of the statistical analysis
correspond to the research questions, and the outcomes and test results of the particular sections
are presented consecutively.
5.3.1 Demographic Information
In the survey responses received, it was determined that all the 100 responses received
were valid.
Table 1: The demographic profile of the respondents
Demographic Variable Frequency (n) Percentage (%)
Gender
Male 50 50%
Female 50 50%
Age Group
18-24 30 30%
25-34 40 40%
35-44 20 20%
45+ 10 10%
Education Level
High School 10 10%
Bachelor's Degree 60 60%
Master's Degree 20 20%
Doctorate 10 10%
As derived from the demographic data, the samples have been reasonably divided by sex,
whereby the number of male respondents approximates the number of female respondents. The
largest proportion of the respondents is in the age category of between 25 and 34 (40 %), which
is expected due to active duty on social media. Regarding education, 60% of the respondents
 Digital Marketing on Tourist 22

have a bachelor's degree, which may imply that they are educated and may have an interest in
ecotourism and digital marketing.
5.3.2 Social Media Usage
One of the primary research objectives was to examine how social media influences
ecotourism decision-making.
Table:2 The results of the survey regarding social media usage
Social Media Platform Frequency (n) Percentage (%)
Facebook 75 75%
Instagram 80 80%
Twitter 40 40%
YouTube 60 60%
LinkedIn 20 20%
As for the presented results, 80% of the respondents say they use Instagram quite often as
a social network. However, Facebook (75%) succeeded in this as it remains popular for
communicating and disseminating information. Twitter and LinkedIn are sites that have
relatively low levels of user engagement. Notably, YouTube ranks fifth (60%) because many
travel channels on this platform describe trips, and occupational choice influences the actions of
potential ecotourists.
The survey also asked about the frequency of social media usage, with the following
results:
•Daily: The survey also revealed that 55 percent of respondents use social media daily.
•Weekly: 30% used social media weekly.
•Monthly: 10% used it monthly.
•Rarely: Five percent revealed that they rarely used social media.
These findings show that most respondents are active on social media, and more than half
of them use it daily. This level of engagement is important since it will provide the background
needed when measuring the efficacy of social media content in decision-making.
 Digital Marketing on Tourist 23

5.3.3 Digital Marketing and Its Influence on Decision-Making

Respondents were asked about the influence of digital marketing campaigns (e.g.,
online ads, influencer marketing, promotions) on their travel decisions.

Table: 3 The results of the Respondents

Influence of Digital Marketing Frequency (n) Percentage (%)
Strongly agree 45 45%
Agree 35 35%
Neutral 15 15%
Disagree 5 5%
Strongly disagree 0 0%
Eighty percent of the respondents concurred or strongly concurred with the statement that
displayed digital marketing plays an important role in determining ecotourism traveler
destination visits. This implies that advertisements, promotions, and any post type regarding
Ecotourism influence tourists' consumption decisions. , while only 5% of the audience disagreed,
saying that they often pay attention to the digital marketing strategies employed by the business.
5.3.4 Social Media’s Influence as a Factor Consideration for Ecotourism Destination Select
When asked how social media content (posts, images, videos) influences their decision to
visit ecotourism destinations, the majority of respondents reported a positive influence.
Table:4 The number of respondents in %.
Influence of Social Media Content Frequency (n) Percentage (%)
Strongly agree 50 50%
Agree 30 30%
Neutral 15 15%
Disagree 5 5%
Strongly disagree 0 0%
Half of the respondents (50%) strongly agreed that social media content significantly
influences their decision to visit ecotourism destinations. Another 30% agreed with this
 Digital Marketing on Tourist 24

statement. This finding emphasizes the importance of social media as a tool for promoting
ecotourism and shaping tourists' perceptions of potential destinations.
5.4 Research Findings (Organized by Theme or Research Question)
5.4.1 Social Media and the Process of Decision Making
The study concludes that social media plays a very important role in the decision-making
process for these prospective ecotourists. Blogs like Instagram and Facebook are crucial in how
travelers deal with destination information. This location and attractions information showed that
the visual content, especially images and video, has a very powerful positive effect on Tourists'
perception and decisions, especially for the ecotourism destination, which often sells the physical
beauty of nature. The respondents' high social media usage also shows that social media plays a
role in raising awareness of ecotourism destinations.
5.4.2 Effects of Digital marketing on destination decision
Online advertisement, influencer marketing, and other paid promotions play an important
role in convincing travelers. Most respondents' awareness and interest in an ecotourism
destination can be influenced by the digital marketing content they come across. These findings
confirm that technology is viable in reaching target tourist consumers to ecotourism destinations
based on their environmental and travel personas.
5.4.3 Relationship between SM and Ecotourism Choices
There is also evidence of a correlation between the level of engagement in the social
media platform and the choice to visit an ecotourism destination. By analyzing the examples of
liking, sharing, or commenting on social media content related to ecotourism, one can conclude
that net users more frequently tend to decide to visit such destinations. The study also portrays
social media as an information-search tool since tourists use it to search for other users'
recommendations, opinions, and experiences.
 Digital Marketing on Tourist 25

CHAPTER 6. CONCLUSIONS AND DISCUSSION

6.1 Introduction
The main conclusions, their implications for the literature, and some theoretical and practical
directions are all summarized in this chapter. It also points out the study's shortcomings and
research recommendations. The research's implications include providing information on social
media and digital marketing in relation to ecotourism decision-making. This final chapter will
take on the crucial duty of trying to provide a summary of the main conclusions and a cogent
analysis of the research's applicability.

6.2 The main findings of the literature are discussed.

This study supports prior literature identifying that promotion, social media, and
technology are significant determinants of travel decisions, particularly in specialized sectors like
ecotourism. Some previous papers have strong evidence of web sources' role in decision-making,
especially in the tourism industry (Buhalis & Law, 2013; Dube et al., 2013). As Munar
highlighted in 2012, social media, as a strong medium of visual content and user reviews, can be
used significantly to promote destinations and influence tourists' perceptions. These trends are
further corroborated by this research, given that Instagram and Facebook emerged as key in
shaping the decisions of ecotourists.
Other researchers have looked at the connection between DM and the behavior of
tourists, especially in the ecotourism context, and observed that digital marketing can extend
tourists' awareness of tourism destinations at a fairly low cost (Gretzel & Yoo, 2008). The results
of this study align with these findings, which will further reveal that digital marketing campaigns
hold a strong power in influencing the participation of participants in ecotourism destinations.
Furthermore, based on the findings of studies such as Freberg et al. (2011), this research also
establishes that the perception and decision-making about travel are considerably influenced by
influencers, including systems of influencer marketing and user-generated content, which many
respondents acknowledged.
However, contrary to some previous research, this study found that, although social
media plays a significant role, the remainder of the factors must be addressed. Some of the
 Digital Marketing on Tourist 26

participants further admitted to using other sources of information offline. They acknowledged
that the decision is to adopt digital marketing as a part of the overall framework for the decision-
making of products (Kaplan & Haenlein, 2010). Therefore, these findings represent the blended
occasions of the current consumer decisions, including digital and offline marketing.
6.3 Implication of the Results for Practice
The research's conclusions have significant applications for digital marketers and
ecotourism locations. Overall, the study suggests that ecotourism organizations should engage in
targeted digital advertising campaigns on popular social media platforms like Facebook and
Instagram to attract potential tourists. Since these are virtual platforms, the ability to successfully
advertise and capture the awe of some of the world's most beautiful ecotourism sites through
pictures and videos will pull a larger audience. Another way of strengthening the argument
focused on ecotourism might be establishing partnerships with influencers or travel bloggers who
phrase themselves as advocates of sustainable tourism.
These findings raise awareness of the enshrinement of digital marketing tools in
promoting national tourism among policymakers in the sector. People in both public and private
organizations should work towards establishing narratives about the increasing sustainable
tourism practices online. People who use social media could use it to market ecotourism,
generate revenues from tourism, and make people aware that it is important to conserve the
environment and take responsible tourism.
Altogether, the practical audience is ecotourism businesses, digital marketing agents, and
any official and policymaker in the tourism segment. Therefore, by applying the findings of this
research, these stakeholders are in a position to launch meaningful and relevant marketing
appeals targeting environmentally aware tourists.
6.4 Limitations of the Study
Despite the valuable findings of this research, the following limitations are worth
mentioning. First, the sample volume is 100 respondents, which is not large and might not
represent all the consumers of ecotourism services. Since the survey target was a diverse sample,
the results may only partially represent some tourists. Furthermore, the study used
questionnaires, which meant that the authors depended mainly on what the participants provided,
and this may need to be more accurate.
 Digital Marketing on Tourist 27

However, another limitation is the selection of digital marketing and social media
platforms as the major determinants of decision-making. Although these are very influential for
the outcomes in ecotourism, they may only constitute a small picture of the full picture of factors
influencing the decisions in ecotourism. Future studies could consider other influencing factors,
external or personal: environmental attitudes, biographies, or travel agencies when developing a
richer picture of the antecedents for ecotourism choice
6.5 Recommendations for Further Research
Therefore, in light of the present study's shortcomings, the following suggestions for
more investigation are made. First, future research must employ a bigger sample size and cover a
more diverse population to make the provided results more generalizable. This would allow for
larger-scale conclusions regarding how social media and digital marketing impact ecotourism
decision-making.
Second, future research could also examine the synergistic impact of different marketing
communication mix tools- online and offline. It was also deemed worthy to establish how these
strategies interface and impact decision-making since this knowledge could prove helpful to
ecotourism marketers. Furthermore, it will be possible for other foreseeable studies to start
looking at how other things like values, social pressure, and the environment influence the travel
decisions of ecotourists. Furthermore, cross-sectional studies could be carried out to compare the
degrees of social media influence over time. However, a longitudinal study would provide a
longer perspective on how social media and digital marketing platforms impact ecotourism
decisions, as their development is rapidly evolving.

6.6 Conclusion
This study has helped elucidate how social media and digital marketing influence choices
made in ecotourism destinations. The findings indicate that the internet and social media posts
significantly influence customers' decisions about digital marketing campaigns and information
publishing. These findings have obvious practical ramifications: ecotourism-related enterprises
and tourism marketing firms must ensure they have embraced and implemented information
marketing communication tactics on social media.
 Digital Marketing on Tourist 28

Albeit these constraints, this study provides useful information regarding digital
platforms and their role in influencing ecotourism travel decisions. The work also shows promise
for the future pursuit of differentiating the effects of digital and traditional promotion strategies
in ecotourism decision-making, alongside the other factors investigated in the current research.
In sum, this research highlights the continuous trend of DM and SMM in the tourism industry
context. It has practical implications for practitioners and policymakers who aim to enhance
sustainable tourism around the world.
 Digital Marketing on Tourist 29

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