Page 58 - MARSIUM'21 COMP OF PAPER

TOURIST VISITING INTENTION THROUGH FACEBOOK

Nur Nabilah Izzah binti Md Eharay, Prof. Dr. Noor Hazarina binti Hashim

Azman Hashim International Business School, Universtiti Teknologi Malaysia, Johor Bahru.

Abstract

New media is an interactive form of communication nowadays that are different from the old media such
as newspaper, television and radio. New media is any media delivered digitally such as websites, blogs,

email, social media networks and virtual or augmented reality. It has been one of recent marketing

strategies for businesses. In tourism industry, social media marketing is a must for the organization to
attract visitors using high quality and engaging contents. Facebook is one of the popular social media was

put focus on by majority of tourism campaign or organization. The aim of this study is to examine the
effectiveness of social media activities to influence consumer’s intention towards the tourism campaign

on Facebook. This study is conducted through descriptive survey by distributing questionnaire to
Facebook travel interest users to examine the user interaction with the Facebook page activity and how it

affects the perception of the brand and influence visitors’ intention towards the product or service.

Keywords: New media, social media marketing, tourism, Facebook

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