Published date: Jul 31 2024

Journal Title: KnE Social Sciences

Issue title: The 3rd International Conference on Business, Economics, and Sustainability Science (BESS 2023)

Pages: 43–51

DOI: 10.18502/kss.v9i21.16662

Yana Respati Dewiyana.respati.fe@um.ac.idDepartment of Management, Faculty of Economics, Universitas Negeri Malang

Ali Ma JianmingFaculty of Economics and Management, The National University of Malaysia

This study aims to explain the relationship between social media and customer-based brand equity in understanding destination tourism. Furthermore, this study was also used to raise awareness about the importance of social media for marketing activities in every aspect. The method used was qualitative research with observation methods. This study is included in the category of secondary data obtained from previous studies. This is a field research which is carried out by observing and recording events on the object of research, in this case, visitors to tourist attractions. The study shows that there are two major reasons for social media’s popularity among tourists. First, experiential tourism allows potential tourist to make their decision based on shared experiences available on social media. Second, social media allows tourists to be storytellers and improves the sense of belonging to the online community.

Keywords: social media, customer-based brand equity, brand engagement

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