Like, tag and share: bolstering social media marketing to improve intention to visit a nature-based tourism destination

Purpose - This paper aims to explore the influence of social media marketing on tourists' intention to visit a botanical garden. which is one of the popular nature-based tourism destinations in Indonesia. Design/methodology/approach - This study sent questionnaires to 400 followers of the botanical garden's Facebook account who responded to the initial calls for participation and declared that they have not visited the garden before. Analyses were conducted on 363 valid responses using the structural equation model. Findings - The findings revealed several key determinants influencing the image of the botanical garden and its future value proposition, particularly in supporting the endeavour to shift from a mere recreational destination to a nature-based tourism destination offering educational experiences. Originality/value - This paper offers a fresh look into the roles of social media marketing in increasing the intention to visit a tourism destination that is considerably affected by the destination image.

Automated summary

This study investigates the impact of social media marketing on tourists' intention to visit a botanical garden in Indonesia. Through analyzing questionnaire responses from 400 followers of the garden's Facebook account, the study identifies key determinants influencing the image of the garden and its potential shift to a nature-based tourism destination offering educational experiences. The findings offer valuable insights into the role of social media marketing in shaping tourists' perceptions and intentions towards destination visits.