Document Type
Article
Publication Title
Journal of Small Business Strategy
Publication Date
2021
First Page
64
Last Page
75
Issue Number
4
Volume Number
31
Abstract/ Summary
Nature-based tourism represents a growing sector within the tourism industry, and these interests could help improve the conditions of economically disadvantaged rural communities. The new digital landscape, including Internet and social media usage, represents a critical strategic opportunity to inform, educate and reach these tourism segments. The present research examines the impact of social media advertising on nature-based tourism within rural communities. In this research, we utilize the COBRA (Consumers’ Online Brand-Related Activities) model (Muntinga et al., 2011) of consumer behavior to assess the impact social media advertising plays in generating Pre-Consumption, Consumption, Creation, Contribution, and Engagement in rural business. The results are significant, finding that incorporating digital strategies within rural firms is beneficial. According to our research, the careful placement of a social media advertisement can statistically increase engagement components by more than 50%. In theory, this can increase tourism and economic activity in these rural, economically disadvantaged areas.
Repository Citation
Jones, Nory B.; Miles, Patti; and Beaulieu, Tanya, "The Value of Social Media Advertising Strategies on Tourist Behavior: A Game-Changer for Small Rural Businesses" (2021). Business School Faculty Scholarship. 3.
https://digitalcommons.library.umaine.edu/mbs_facpub/3
Citation/Publisher Attribution
Jones, N. B., Miles, P., & Beaulieu, T. (2021). The Value of Social Media Advertising Strategies on Tourist Behavior: A Game-Changer for Small Rural Businesses. Journal of Small Business Strategy, 31(4), 64–75.
DOI
10.53703/001c.29478
Version
publisher's version of the published document
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Included in
Mass Communication Commons, Public Relations and Advertising Commons, Social Media Commons