Skip to main content
SpringerLink
Log in

Investigation of tourism brand design and communication strategy integrating multimedia technology

  • Published:
Electronic Commerce Research Aims and scope Submit manuscript

Abstract

With the advent of reform and an open economic policy, the tourism domain has undergone accelerated growth paralleled by an enhancement in people’s standard of living. The diversity in tourism offerings corresponds to the evolving preferences of consumers, and the tourism industry has transformed into a foundational component supporting the national economy. The expansion of tourism can exert a significant influence on the Gross Domestic Product (GDP) of an entire region, subsequently fostering the development of the regional economy, population, and cultural aspects. The economic status and influence of tourism in society can be seen. Today, consumers have focused on pursuing tourism brands. This study aims to examine the influence of multimedia technology on branding within the tourism industry and its implications for driving growth. Data was collected from 520 participants who are Chinese tourists, and through SPSS software the data was analyzed. The validity of the constructs is measured by a Convergent validity test, hypothesis testing is employed to understand the complex relationships between the variables. The experimental results showed that the number of visitors to tourism brand websites increased four times since they were spread by Multimedia Technology (MT), which changed from 119 to 500; the website click-through rate also nearly doubled over the same period, and even the highest website click-through rate was 98.87%. This showed that the user’s interest in tourism brands also increased exponentially. The novelty of the study focuses on multimedia technology and its implications for branding and development. By merging quantitative data analysis with qualitative observations, it presents tactics for implementing multimedia technology in the field of tourism. The study offers a point of reference for devising design and communication strategies for tourism brands that incorporate MT. It not only provides theoretical support for the design and communication facets of tourism brands but also guides the trajectory for their future development.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2
Fig. 3
Fig. 4
Fig. 5
Fig. 6
Fig. 7
Fig. 8

Similar content being viewed by others

Availability of data and material

The data that support the findings of this study are available from the corresponding author upon reasonable request.

References

  1. Sofronov, B. (2018). The development of the travel and tourism industry in the world. Annals of Spiru Haret University. Economic Series, 18(4), 123–137.

    Article  Google Scholar 

  2. Götschi, T., de Nazelle, A., Brand, C., & Gerike, R. (2017). Towards a comprehensive conceptual framework of active travel behavior: A review and synthesis of published frameworks. Current Environmental Health Reports, 4, 286–295.

    Article  Google Scholar 

  3. Xu, X., & Pratt, S. (2018). Social media influencers as endorsers to promote travel destinations: An application of self-congruence theory to the Chinese Generation Y. Journal of Travel & Tourism Marketing, 35(7), 958–972.

    Article  Google Scholar 

  4. Sarkar, S. K., & George, B. (2018). Social media technologies in the tourism industry: An analysis with special reference to their role in sustainable tourism development. International Journal of Tourism Sciences, 18(4), 269–278.

    Article  Google Scholar 

  5. Christou, E., & Chatzigeorgiou, C. (2020). Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences. Journal of Tourism, Heritage & Services Marketing (JTHSM), 6(1), 25–32.

    Google Scholar 

  6. Sigala, M. (2017). Collaborative commerce in tourism: Implications for research and industry. Current Issues in Tourism, 20(4), 346–355.

    Article  Google Scholar 

  7. Mohseni, S., Jayashree, S., Rezaei, S., Kasim, A., & Okumus, F. (2018). Attracting tourists to travel companies’ websites: The structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention. Current Issues in Tourism, 21(6), 616–645.

    Article  Google Scholar 

  8. So, K. K. F., Wu, L., Xiong, L., & King, C. (2018). Brand management in the era of social media: Social visibility of consumption and customer brand identification. Journal of Travel Research, 57(6), 727–742.

    Article  Google Scholar 

  9. Mody, M., & Hanks, L. (2020). Consumption authenticity in the accommodations industry: The keys to brand love and brand loyalty for hotels and Airbnb. Journal of Travel Research, 59(1), 173–189.

    Article  Google Scholar 

  10. Mansfield, C. (2017). Travel Writing in Place Branding-A Case Study on Nantes. Journal of Tourism, Heritage & Services Marketing, 3(2), 1–7.

    Google Scholar 

  11. Chow, H. W., Ling, G. J., Yen, I. Y., & Hwang, K. P. (2017). Building brand equity through industrial tourism. Asia Pacific Management Review, 22(2), 70–79.

    Article  Google Scholar 

  12. Creevey, D., Kidney, E., & Mehta, G. (2019). From dreaming to believing: A review of consumer engagement behaviours with brands’ social media content across the holiday travel process. Journal of Travel & Tourism Marketing, 36(6), 679–691.

    Article  Google Scholar 

  13. Ben-Shaul, M., & Reichel, A. (2018). Motives, modes of participation, and loyalty intentions of Facebook tourism brand page consumers. Journal of Travel Research, 57(4), 453–471.

    Article  Google Scholar 

  14. Frías Jamilena, D. M., Polo Pena, A. I., & Rodriguez Molina, M. A. (2017). The effect of value-creation on consumer-based destination brand equity. Journal of Travel Research, 56(8), 1011–1031.

    Article  Google Scholar 

  15. Pike, S., Gentle, J., Kelly, L., & Beatson, A. (2018). Tracking brand positioning for an emerging destination: 2003 to 2015. Tourism and Hospitality Research, 18(3), 286–296.

    Article  Google Scholar 

  16. Sharma, A., Sharma, S., & Chaudhary, M. (2020). Are small travel agencies ready for digital marketing? Views of travel agency managers. Tourism Management, 79, 104078.

    Article  Google Scholar 

  17. Huerta-Álvarez, R., Cambra-Fierro, J. J., & Fuentes-Blasco, M. (2020). The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy. Journal of Destination Marketing & Management, 16, 100413.

    Article  Google Scholar 

  18. Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287–308.

    Article  Google Scholar 

  19. Mandagie, W., & Rana, J. (2023). Creating employee-based brand equity through integrated marketing communication and social media adoption: Indonesian private universities. International Journal of Data and Network Science, 7(2), 707–716.

    Article  Google Scholar 

  20. Ismunandar, I., Andriani, N. Y., Hanis, R., Hamzah, R., & Yusuf, M. (2023). Grand preanger bandung effective marketing communication strategy in the staycation program. Jurnal Ekonomi, 12(01), 48–53.

    Google Scholar 

  21. Armawan, I., Sudarmiatin, S., Hermawan, A., & Rahayu, W. (2023). The effect of social media marketing, SerQual, eWOM on purchase intention mediated by brand image and brand trust: Evidence from black sweet coffee shop. International Journal of Data and Network Science, 7(1), 141–152.

    Article  Google Scholar 

  22. Garanti, Z., & Kissi, P. S. (2019). The effects of social media brand personality on brand loyalty in the Latvian banking industry: The mediating role of brand equity. International Journal of Bank Marketing, 37(6), 1480–1503.

    Article  Google Scholar 

  23. Bi, H., Ye, Z., & Zhang, Y. (2021). Analysis of the integration usage patterns of multiple shared mobility modes and metro system. Transportation Research Record, 2675(10), 876–894.

    Article  Google Scholar 

  24. Huang, W., Chen, Y., & Zhu, X. (2022). Vehicle routing optimization based on multimedia communication and intelligent transportation system. Journal of Advanced Transportation, 2022.

  25. Law, R., Leung, D., & Chan, I. C. C. (2020). Progression and development of information and communication technology research in hospitality and tourism: A state-of-the-art review. International Journal of Contemporary Hospitality Management, 32(2), 511–534.

    Article  Google Scholar 

  26. De las Heras-Pedrosa, C., Millan-Celis, E., Iglesias-Sánchez, P. P., & Jambrino-Maldonado, C. (2020). Importance of social media in the image formation of tourist destinations from the stakeholders’ perspective. Sustainability, 12(10), 4092.

    Article  Google Scholar 

  27. Batat, W. (2021). The role of luxury gastronomy in culinary tourism: An ethnographic study of Michelin-Starred restaurants in France. International Journal of Tourism Research, 23(2), 150–163.

    Article  Google Scholar 

  28. Alamäki, A., Pesonen, J., & Dirin, A. (2019). Triggering effects of mobile video marketing in nature tourism: Media richness perspective. Information Processing & Management, 56(3), 756–770.

    Article  Google Scholar 

  29. Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment: A case in the travel context. Journal of Hospitality and Tourism Technology, 11(1), 109–135.

    Article  Google Scholar 

  30. Willems, K., Brengman, M., & Van Kerrebroeck, H. (2019). The impact of representation media on customer engagement in tourism marketing among millennials. European Journal of Marketing, 53(9), 1988–2017.

    Article  Google Scholar 

  31. Tien, N. H., Dung, H. T., & Tien, N. V. (2019). Branding building for Vietnam tourism industry reality and solutions. International Journal of Research in Marketing Management and Sales, 1(2), 63–68.

    Article  Google Scholar 

  32. Rahmiati, F., Othman, N. A., Bakri, M. H., Ismail, Y., & Amin, G. (2020). Tourism service quality and tourism product availability on the loyalty of international tourists. The Journal of Asian Finance, Economics and Business, 7(12), 959–968.

    Article  Google Scholar 

  33. Foris, D., Florescu, A., Foris, T., & Barabas, S. (2020). Improving the management of tourist destinations: A new approach to strategic management at the DMO level by integrating lean techniques. Sustainability, 12(23), 10201.

    Article  Google Scholar 

  34. Jang, Y. T., & Hsieh, P. S. (2021). Understanding consumer behavior in the multimedia context: Incorporating gamification in VR-enhanced web system for tourism e-commerce. Multimedia Tools and Applications, 80(19), 29339–29365.

    Article  Google Scholar 

  35. Kushwaha, B. P., Singh, R. K., Varghese, N., & Singh, V. N. (2020). Integrating social media and digital media as new elements of integrated marketing communication for creating brand equity. Journal of Content, Community & Communication, 11(6), 52–64.

    Google Scholar 

  36. Pop, R. A., Săplăcan, Z., Dabija, D. C., & Alt, M. A. (2022). The impact of social media influencers on travel decisions: The role of trust in consumer decision journey. Current Issues in Tourism, 25(5), 823–843.

    Article  Google Scholar 

  37. Aydin, G. (2020). Social media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social media use in hospitality industry. Journal of Hospitality Marketing & Management, 29(1), 1–21.

    Article  Google Scholar 

  38. Majeed, M., Owusu-Ansah, M., & Ashmond, A. A. (2021). The influence of social media on purchase intention: The mediating role of brand equity. Cogent Business & Management, 8(1), 1944008.

    Article  Google Scholar 

  39. Bassano, C., Barile, S., Piciocchi, P., Spohrer, J. C., Iandolo, F., & Fisk, R. (2019). Storytelling about places: Tourism marketing in the digital age. Cities, 87, 10–20.

    Article  Google Scholar 

  40. Buhalis, D., & Sinarta, Y. (2019). Real-time co-creation and nowness service: Lessons from tourism and hospitality. Journal of Travel & Tourism Marketing, 36(5), 563–582.

    Article  Google Scholar 

  41. Angeloni, S., & Rossi, C. (2021). An analytical model for comparing the profitability of competing online marketing channels: Search engine marketing versus e-commerce marketplace. Journal of Marketing Theory and Practice, 29(4), 534–549.

    Article  Google Scholar 

Download references

Funding

Not applicable.

Author information

Authors and Affiliations

  1. College of Art, Hebei GEO University, Shijiazhuang, 050031, China

    Zhice Zhao

  2. Department of Teaching Support, Hebei OPEN University, Shijiazhuang, 050080, China

    Lei Zhang

Authors
  1. Zhice Zhao
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Lei Zhang
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Lei Zhang.

Ethics declarations

Conflict of interest

The authors declare that they have no conflict of interest.

Human and animal rights

This article does not contain any studies with human or animal subjects performed by any of the authors.

Informed consent

Informed consent was obtained from all individual participants included in the study.

Consent to participate

Not applicable.

Consent for publication

Not applicable.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Zhao, Z., Zhang, L. Investigation of tourism brand design and communication strategy integrating multimedia technology. Electron Commer Res (2024). https://doi.org/10.1007/s10660-024-09839-0

Download citation

  • Accepted:

  • Published:

  • DOI: https://doi.org/10.1007/s10660-024-09839-0

Keywords

Search

Navigation