Marketing through Social Media and Technology to Revitalize the Tourism Sector: A Path to Sustainable Growth and Increased Tourist Intention

Abstract

Tourism plays a vital role in Malaysia's economy, yet the sector experienced a significant decline in international tourist arrivals due to the global COVID-19 pandemic. This study investigates the impact of social media marketing strategies, destination attributes, technology integration, and sustainability practices on tourists' visit intentions, with trust and credibility as mediating variables. Drawing on the Technology Acceptance Model (TAM), Social Exchange Theory (SET), and Theory of Planned Behavior (TPB), a quantitative approach was employed to collect data from 300 international tourists visiting key Malaysian destinations through face-to-face surveys. Results demonstrate that social media marketing and destination attributes significantly influence tourist perceptions, while technology integration and sustainability practices enhance the appeal of Malaysian tourism. Trust and credibility emerged as critical mediators, reinforcing the need for transparency and a positive destination image. The findings provide actionable insights for tourism stakeholders to strengthen digital marketing strategies, improve infrastructure, and promote sustainable tourism practices, ensuring Malaysia’s competitiveness and recovery in the global tourism market.