The Role Of Facebook In Digital Promotion At Lanta Nice Beach Resort
Abstract
This study aims to analyze the effectiveness of Facebook as a social media platform in enhancing tourist interest in Lanta Nice Beach Resort, Koh Lanta, Thailand. The research employs a quantitative approach with data collected through questionnaires distributed to tourists who have visited or interacted with the resort's social media account. The variables examined include the intensity of Facebook usage, the quality of visual content, user interaction, and its influence on visit interest. The findings reveal a significant positive relationship between Facebook-based digital promotion and the increase in tourist visits. Promotional strategies such as high-quality photo uploads, seasonal promotions, and interactive features contribute to building a positive perception of the resort's image. These findings indicate that social media, particularly Facebook, can serve as an effective promotional tool in the tourism industry if utilized strategically and consistentlyReferences
Afren. (2024). Digital Tourism Engagement in Southeast Asia. Journal of Tourism Innovation, 6(2), 88–102.
Alim, M. S., & Prasetya, A. (2021). Digital marketing strategies through social media in the tourism industry. Journal of Communication and Media, 5(2), 87–95.
Almeyda-Ibáñez, M., & George, B. (2017). Destination branding: A review of the literature. Tourism Review, 72(4), 445–459.
Amrita, S., & Mohan, R. (2016). Social media marketing and millennial behavior. International Journal of Marketing Studies, 8(3), 112–120.
Anitha, R., & Raphella, M. (2025). The role of user-generated content in tourism decision-making. Asian Journal of Tourism Research, 7(1), 33–49.
Boll, S. (2014). Destination management in the digital age. Tourism Management Perspectives, 12, 45–52.
Camilleri, M. A. (2017). Tourism planning and destination marketing. Springer.
Candela, G., & Figini, P. (2012). The economics of tourism destinations. Springer.
Chaikovska, I., et al. (2022). Social media promotion as a digital management paradigm. Journal of Digital Business, 10(1), 25–39.
Claster, W., Cooper, M., & Sallis, P. (2015). Social media mining for tourism. Journal of Travel Research, 54(4), 543–558.
Firyal, N., et al. (2024). Strategic content development in digital tourism. Journal of Hospitality and Digital Marketing, 3(1), 77–90.
Gabriel, M., & Park, S. (2025). Social media influence on travel behavior. Global Journal of Tourism Studies, 9(2), 101–118.
Gretzel, U., & Yoo, K. H. (2017). Use of social media in travel information search. Information and Communication Technologies in Tourism, 1, 1–12.
Gvaramadze, I. (2022). Social media as a tool for tourism product inspiration. Tourism Economics, 28(3), 345–360.
Hanlon, A., & Tuten, T. (2022). Digital marketing: Strategic planning & integration. Sage Publications.
Kim, H., et al. (2013). Emotional engagement through social media in tourism. Journal of Travel & Tourism Marketing, 30(1–2), 1–15.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Madasu, V. (2013). Word-of-mouth marketing in tourism. International Journal of Tourism Research, 15(2), 123–135.
Maheshwari, V. (2019). Digital marketing transformation. Journal of Marketing Trends, 11(4), 67–74.
Mikraj, A., et al. (2023). Cultural heritage promotion through digital platforms. Journal of Cultural Tourism, 5(1), 44–59.
Mishra, S. (2024). Visual storytelling in tourism marketing. Journal of Travel Media Studies, 8(1), 22–39.
Nasrullah, R. (2017). Media sosial: Perspektif komunikasi, budaya, dan sosioteknologi. Simbiosa Rekatama Media.
Ritonga, R., et al. (2023). The impact of digital marketing on purchasing decisions. Journal of Marketing and Innovation, 6(2), 98–110.
Ritchie, J. R. B., & Crouch, G. I. (2003). The competitive destination: A sustainable tourism perspective. CABI Publishing.
Sajin, A. (2023). Social media marketing performance. Journal of Business and Digital Strategy, 4(3), 55–70.
Sotiriadis, M. (2017). Consumer feedback and service improvement in tourism. Tourism Review, 72(3), 279–291.
Supriatna, A., et al. (2022). Digital literacy and business success. Journal of Entrepreneurship and Digital Economy, 5(1), 33–47.
Swarbrooke, J., et al. (2001). Sustainable tourism management. Routledge.
Tafveez, M. (2017). Online fraud in tourism marketing. Journal of Tourism and Cybersecurity, 2(1), 12–25.
Tripon, C., & Cosma, S. (2018). Destination branding and competitiveness. Journal of Tourism Research, 10(2), 89–104.
Venkatesh, R., & Suresh, M. (2016). Word-of-mouth marketing in tourism. International Journal of Hospitality Marketing, 7(2), 66–78.
Wilhelmina, S., & Mistriani, R. (2025). Social media engagement in Southeast Asian tourism. Journal of Regional Tourism Studies, 6(1), 74–88.
Yuniarti, D. (2022). The effectiveness of Facebook as a promotional tool in the tourism industry. Journal of Creative Economy, 4(1), 55–63.
Zeng, B. (2013). Social media in tourism. Tourism Management, 35, 157–167
Copyright (c) 2025 JMB : Jurnal Manajemen dan Bisnis
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The Authors submitting a manuscript do so on the understanding that if accepted for publication, the copyright of the article shall be assigned to Indonesian Journal of Law and Policy Studies, Post Graduate in Law Universitas Muhammadiyah Tangerang, Indonesia as the publisher of the journal.
Jurnal Manajemen & Bisnis (JMB) right of first publication with the work simultaneously licensed under  Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgment of the work's authorship and initial publication in Jurnal Manajemen & Bisnis (JMB). Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in Jurnal Manajemen & Bisnis (JMB). Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).