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

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.