Tourism In Digital Age A Cross-Countryanalysis Of Strategies Of Pakistan & China

Abstract

Purpose: This research will be an investigative look into the effects of online marketing promotion in the digital era for tourism marketing with its focus on Pakistan as well as China. It ascertains the effects of different determinants like attitude, behavioral control, popular culture of internet (e-word of mouth) credibility, and perception of a destination on tourist intention in both the countries.

Design/Methodology: The use of positivist research philosophy is employed through a deductive method gathering the data from the tourists in Pakistan and China. Quantitative data research methods will be us[1]ed and data collection will be done online through the distribution of online surveys by use of the different social media channels. Purposive sampling is a sample selection technique of which 233 respondents was used to come up with focus group participants who are involved in the tourism industry.

Findings: Through its study, the research proves substantial points in both the Pakistan and the China scenarios. Persuasion power and control of behavior anthropoid are found to increase the intentions to travel both nations. Also, the credibility of e-word of mouth plays an important role to predict attitude, behavioral control, and destination image in both place like Pakistan and China, he said. Besides, content, recommendation, trust, and utility are proven to be effective determinants of the credibility of e-word of mouth e-word of mouth not only in the United States but also in the UK.

Implications: Besides the main findings of this study, DMOs, tourism businesses and the traveling marketing sector in Pakistan and China may use them at the strategic level. Hence, the knowledge of what drives tourists to choose destinations and form a specific perception towards them reactively allows stakeholders to come up with the marketing strategies that aim at attracting and retaining tourists, improving the competitiveness and sustainability of the destination in the digital legacy.