Effects of the Tourism Information Quality in Social Media in Generating Destination Brand Awareness among Youth

Nurul Natasha Fatihah Kamaluddin; Siti Julaiha Md Jailani; Suhaila Mohd Yusoff; Norfadhilah Mohd Akhuan

doi:10.47405/mjssh.v8i9.2522

Nurul Natasha Fatihah Kamaluddin Faculty of Hotel & Tourism Management, Universiti Teknologi MARA Cawangan Melaka, Kampus Bandaraya Melaka, 110 Off Jalan Hang Tuah, 75350 Melaka, Malaysia.
Siti Julaiha Md Jailani Faculty of Hotel & Tourism Management, Universiti Teknologi MARA Cawangan Melaka, Kampus Bandaraya Melaka, 110 Off Jalan Hang Tuah, 75350 Melaka, Malaysia.
Suhaila Mohd Yusoff Faculty of Hotel & Tourism Management, Universiti Teknologi MARA Cawangan Melaka, Kampus Bandaraya Melaka, 110 Off Jalan Hang Tuah, 75350 Melaka, Malaysia.
Norfadhilah Mohd Akhuan Faculty of Hotel & Tourism Management, Universiti Teknologi MARA Cawangan Melaka, Kampus Bandaraya Melaka, 110 Off Jalan Hang Tuah, 75350 Melaka, Malaysia.

DOI: https://doi.org/10.47405/mjssh.v8i9.2522

Keywords: Tourism, Destination brand awareness, Information quality, Social media

Abstract

The quality of tourism information content uploaded on social media should be of good quality so that destination brand awareness reaches tourists. Therefore, this study is aimed to determine the implication of tourism information quality in social media in generating destination brand awareness among youth. There are five dimensions under the quality of information content which are added value, relevance, timeliness, completeness and interesting. This study is also aimed to increase the level of high-quality information that can influence the promotion of tourist destinations. Quantitative research is used in this study and the respondents are among youth between the ages of 15 to 24. The fieldwork is conducted in Melaka by using convenience sampling which involves choosing a sample from the youth of the population. The researchers have collected 200 completed questionnaires. Descriptive analysis is used to analyse the data collected. Results indicate that the quality of tourism information content in social media allows tourists to plan destinations better and indirectly build destination brand awareness among youth.

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