The Impact of Viral Marketing in the Tourism Industry in Malaysia Post Covid-19 Pandemic

Authors

  • Rakesh Sarpal INTI International College Subang, Selangor, Malaysia
  • Yeoh Chiao Ying INTI International College Subang, Selangor, Malaysia

Keywords:

Viral Marketing, eWOM, Social Media Marketing, Tourism Industry, COVID-19

Abstract

Viral marketing played a major role in tourism marketing for the government and private sector. This marketing strategies often referred to as electronic word-of-mouth (eWOM). Extensive research studies have been carried out on the mechanism and importance of viral marketing. However, there is a research gap on the viral marketing impact on the tourist destination in the COVID-19 pandemic crisis. The purpose of this paper is to discuss the impact of viral marketing or electronic WOM (eWOM) on a tourism destination choice after COVID-19, using the theory of planned behaviour (TPB). The intended outcome and purpose of the study is look at possible adaptive marketing strategies and approaches in the endemic stage of COVID-19. The effectiveness of viral marketing in promoting tourist destinations in Malaysia is studied in this literature view to identify the influence of viral content in tourist decision-making.

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Published

2022-05-10

How to Cite

Sarpal, R., & Chiao Ying, Y. (2022). The Impact of Viral Marketing in the Tourism Industry in Malaysia Post Covid-19 Pandemic. Journal of Business and Social Sciences, 2022. Retrieved from https://iuojs.intimal.edu.my/index.php/jobss/article/view/447