From social media marketing to sustainable tourism development: how functionalities and destination image support sustainable tourism development

Abstract

Purpose

This study investigates the influence of social media marketing (SMM) functionalities on perceived destination image (DI) and its dimensions, which in turn impact residents’ support for sustainable tourism development (SSTD). The study also examines the moderated mediation effect of the residency length and resident’s income in the indirect relationship between SMM and SSTD through the DI.

Design/methodology/approach

The best technique found appropriate for this study was the survey approach. To gather empirical data, people who currently reside in Alexandria completed 351 questionnaires via an online survey. The questionnaire was translated into Arabic while adhering to back-translation guidelines. SPSS and AMOS software were used to analyze the collected data.

Findings

It is found that there is a direct effect of SMM and its functionalities on overall DI and its dimensions. In addition, DI mediates the relationship between SMM and SSTD. These results hold valuable insights for academicians and practitioners in the tourism industry, potentially informing SMM strategies to support tourism activities.

Originality/value

This research introduces a novel framework emphasizing the functionalities of the SMM as a tool for enhancing both affective and cognitive DI and supporting sustainable tourism development. It contributes to the SMM and SSTD literature by examining the links between SMM functionalities and sustainable tourism development in emerging countries such as Egypt.

Citation

Fathy, D., Naguib, H.M., Elsharnouby, M.H. and Shazly, R.E. (2024), "From social media marketing to sustainable tourism development: how functionalities and destination image support sustainable tourism development", Management & Sustainability: An Arab Review, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MSAR-06-2024-0045