The Value of Social Media Advertising Strategies on Tourist Behavior: A Game-Changer for Small Rural Businesses

Authors

  • Nory B. Jones University of Maine Business School
  • Patti Miles University of Maine Business School
  • Tanya Beaulieu University of Maine Business School

Abstract

Nature-based tourism represents a growing sector within the tourism industry, and these interests could help improve the conditions of economically disadvantaged rural communities. The new digital landscape, including Internet and social media usage, represents a critical strategic opportunity to inform, educate and reach these tourism segments. The present research examines the impact of social media advertising on nature-based tourism within rural communities. In this research, we utilize the COBRA (Consumers’ Online Brand-Related Activities) model (Muntinga et al., 2011) of consumer behavior to assess the impact social media advertising plays in generating Pre-Consumption, Consumption, Creation, Contribution, and Engagement in rural business. The results are significant, finding that incorporating digital strategies within rural firms is beneficial. According to our research, the careful placement of a social media advertisement can statistically increase engagement components by more than 50%. In theory, this can increase tourism and economic activity in these rural, economically disadvantaged areas.

Author Biographies

  • Nory B. Jones, University of Maine Business School

    Murphy Chair and Professor of Business Information Systems, University of Maine Business School, 5723 Donald P Corbett Business Building, Orono, ME 04469, njones@maine.edu. Dr. Jones’ research focuses on information systems strategy, rural small business and knowledge management.

  • Patti Miles, University of Maine Business School

    Associate professor at the Maine Business School, University of Maine Business School, 5723 Donald P Corbett Business Building, Orono, ME 04469, patti.miles@maine.edu. Her main research interest is statistical analysis, corporate social responsibility, and most recently Grit, Resilience, and Hardiness of Navy SEALs.

  • Tanya Beaulieu, University of Maine Business School

    Assistant professor of Business Information Systems, University of Maine Business School, 5723 Donald P Corbett Business Building, Orono, ME 04469, tanya.beaulieu@maine.edu. Dr. Beaulieu’s research focuses on crowdfunding and entrepreneur’s use of technology.

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Published

2021-11-16

Issue

Vol. 31 No. 4 (2021)

Section

Articles

License

Copyright (c) 2021 Nory B. Jones, Patti Miles, Tanya Beaulieu

Creative Commons License

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How to Cite

The Value of Social Media Advertising Strategies on Tourist Behavior: A Game-Changer for Small Rural Businesses. (2021). Journal of Small Business Strategy (archive Only), 31(4), 64-75. https://libjournals.mtsu.edu/index.php/jsbs/article/view/2136