E-Journal of Tourism Vol.8. No.2. (2021): 149-160 149http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 Assessing the Effectiveness of Technology in Destination Marketing during the COVID-19 Pandemic Tinashe Chuchu* University of the Witwatersrand, South Africa *Corresponding Author: tinashechuchu4@gmail.com DOI: https://doi.org/10.24922/eot.v8i2.74597 Abstract Technology has played an important role in tourism and the COVID-19 pandemic expanded this role as well as its importance. This research therefore explores the impact that technology made in destination mar- keting during the time of the pandemic. This research explores the pan- demic’s first year of widespread global coverage both in the media and in academic literature. An extensive review of technology use in desti- nation marketing and COVID-19’s impact on destination marketing is conducted. The present research is mainly concerned with the first year of the pandemic but is not limited to that period since the adoption of technology in tourism existed before the pandemic but increased due to the pandemic. This research made every attempt to investigate this phenomenon. Based on findings of the research, future research direc- tion is proposed. Keywords: technology in tourism, destination, marketing, manage- ment, COVID-19 Article Info Submitted: June 24th 2021. Accepted: September 21th 2021. Published: September 30th 2021 was also reviewed (Ukpabi & Karjaluoto, 2017; Werthner & Klein, 1999). Gretzel, Fuchs, Baggio, Hoepken, Law, Neidhardt, Pesonen, Zanker and Xiang (2020) empha- sised that the outbreak of COVID-19 called for transformative (electronic tourism) E- Tourism. Different perspectives on the pan- demics impact were explored. Qiu, Park, Li and Song (2020) reviewed the pandemics social impact on tourism. Fotiadis, Polyzos and Huan (2021) explored the minor nega- tive effects of the pandemic to the extreme devastating effects that the global pande- mic had caused. This research began one of the first seminal studies that advocated serious adoption of E-Tourism in the wake of the global spread of COVID-19 this ma- king the pandemic a central tourism issue. INTRODUCTION The tourism industry has adopted the use of technology over the years (Buhalis & O’Connor, 2005; Ukpabi & Karjaluoto, 2017; Werthner & Klein, 1999). Some tou- rism research that incorporated technology, has investigated acceptance of knowledge sharing systems in the travel and tourism websites (Noor, Hashim, Haron & Ariffin, 2005) while other research explored how technology revolutionised the tourism in- dustry (Buhalis & O’Connor, 2005). Yu, Xie and Wen (2020) conducted tourism research that explored the role of colour psychology on the social media platform, Instagram. Furthermore, consumer accep- tance of information technology in tourism E-Journal of Tourism Vol.8. No.2. (2021): 149-160 150http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 on the technology in tourism from the year 2000 onward while Buhalis and law (2008) investigated the progress in the use of in- formation technology in tourism. Further- more, some has research has gone further to assess the impact of technology in tourism (Pollock, 1995). A destination as a concept comprising of functional characteristics re- lated to the more tangible aspects of a place as well as the psychological appearances, relating to the intangible characteristics of that place (Sonnleitner, 2011). In addition, it is suggested that the first call of action in creating a viable destination brand image is through understanding tourists’ images of the destination. As far as destination mar- keting and the application of technology in tourism is concerned, tourism experiences have been a key issue. Neuhofer, Buhalis and Ladkin (2012) examined how techno- logy enhanced tourist destination experien- ces. The idea of developing amusing and memorable experiences for tourists con- stitutes a prevalent concept in the tourism industry (Neuhofer et al., 2012). More re- cently the COVID-19 pandemic as played a major role in tourism literature (Fotiadis et al., 2021; Gretzel, et al., 2020; Kaushal & Srivastava, 2021; Qiu et al., 2020; Sigala, 2020). The following section discusses the studies literature. LITERTATURE REVIEW Technology in Tourism The technology acceptance model (Davis, 1989) was originally development as an information systems framework but was over the years it has been applied to various fields of study. In marketing (Rau- niar, Rawski, Yang & Johnson, 2014), bu- siness management (Dulcic, Pavlic, & Si- lic, 2012) and education (Ibrahim, Leng, Yusoff, Samy, Masrom & Rizman (2017). In tourism, Chen and Tsai (2019), El-Goha- ry (2012), Herrero and San Martín (2012). Noor et al. (2005) and Phatthana and Mat The primary research objective of this research was to understand the impact that was made by the COVID-19 pandemic on tourism while the secondary objecti- ve was to investigate the effectiveness of technology in destination marketing during the COVID-19 pandemic. Foo, Chin, Tan and Phuah (2020) investigated the impact of COVID-19 on tourism industry in Ma- laysia. This tourism research continued to make the link between COVID-19 and the tourism industry an increasingly pertinent issue especially when it comes to the mar- keting of destinations. Online social net- working sites have become the most com- monly used sites on the internet (Miguéns, Baggio & Costa, 2008). The use of social media has emerged to become a paramount social phenomenon and an international business trend (Cheng & Edwards, 2015; Hays, Page & Buhalis, 2013). The growing role of social media in tourism has been increasingly an emerging research topic (Zeng & Gerritsen, 2014). A social media platform that has become popular with tra- vellers is Instagram (Gumpo, Chuchu, Ma- ziriri & Madinga, 2020). Similarly, there has been an increased interest on social me- dia as a repository of research data traveller decision-making process (Hudson & Thal, 2013), electronic word of mouth (e-WOM) (Ye, Law, Gu & Chen, 2011), and travel recommendations (Kurashima, Iwata, Irie & Fujimura, 2010). User generated con- tent is acknowledged as having paramount importance to the tourism industry (Ake- hurst, 2009; Milano, Baggio & Piattelli, 2011). Destination marketing is a central issue in the development of a destination and in the competition to attract visitors (Hvass, 2014). This issue has seen a rise of the adoption of technology in growth and development (Buhalis, & Law, 2008; Li, Robinson & Oriade, 2017). Tourists’ attitu- des towards a destination tend to be shaped by that particular destination (Gumpo et al., 2020). Li et al. (2017) explored the use E-Journal of Tourism Vol.8. No.2. (2021): 149-160 151http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 (2011) adapted the use of the technolo- gy acceptance model. The following mo- del presents the tourism adaptation of the technology by Noor et al. (2005). The model proposed by Noor et al. (2005) re- mained the same as the original proposed by Davis (1989), but was applied to a tou- rism context. Figure 1. The Technology Acceptance Model Adapted for Tourism Research Adopted from Davis (1989) and Noor et al. (2005) The technology acceptance model has been used extensively (Herrero & San Martín, 2012; Lee, Kozar & Larsen, 2003; Noor, Hashim, Haron & Ariffin, 2005; Uso- ro, Shoyelu & Kuofie, 2010). Lee, Kozar and Larsen (2003) discussed the technolo- gy acceptance model in relation to its past, present and future. The travel and tourism industry has arose as a major global eco- nomic player and information technology is crucial to this industry’s growth (Gret- zel & Fesenmaier, 2001; Noor, Hashim, Haron & Ariffin, 2005). The increased use of technology scope and use of technology has been evident. For instance, Herrero and San Martín (2012) developed a global mo- del to test and explain the use of websites by users in rural tourism accommodations. Usoro, Shoyelu and Kuofie (2010) explo- red technology acceptance models use in e- tourism while Hanan and Putit (2014) rese- arch the marketing of tourism destinations through Instagram. Online social networking evolved the approach to which tourists prepare for trips (Miguéns, et al., 2008). These websi- tes allow users to engage with each other and the service providers as well as provide reviews on service through platforms such as TripAdvisor (Miguéns, et al., 2008). Social media plays a key role in tourism, particularly on information search and de- cision-making travel behaviours (Zeng & Gerritsen, 2014). At least 84% of leisure travellers use the internet to plan their trips (Leung, Law, Van Hoof & Buhalis, 2013; Torres, 2010). Research on the impact of social media and online communities, such as Facebook, YouTube, or Twitter, on both society and the market place has gained popularity (Li & Bernoff, 2008; Qualman, 2009; Weber, 2009; Weinberg, 2009), in- cluding tourism (Hvass & Munar, 2012). Destination Marketing and COVID-19 Impact on Tourism The effect of the COVID-19 pande- mic on tourism and hospitality is unprece- dented (Kock, Nørfelt, Josiassen, Assaf & Tsionas, 2020). Destination marketing is as a central concept in the future growth and sustainability of tourism destinations in an increasingly globalised and competitive market for tourists (UNWTO, 2011). Furt- hermore, destination image holds a key pla- ce in tourists’ decision-making and subse- quent travel behaviour (Chuchu, Chiliya & Chinomona, 2018). Destination marketing, as a concept has been researched from dif- ferent perspectives in past tourism research, for example, Murphy, Pritchard, and Smith (2000) and Miličević, Mihalič, and Sever (2016) examined destination destination competitiveness. Okumus, Okumus and McKercher’s (2007) examined the use food in marketing destinations, while Zhang, Wu, Morrison, Tseng, and Chens (2018) assessed how a country’s image influences a tourist’s individual evaluation of destina- tion. Destination image has been confirmed to have an effect on travellers’ decision- making (Chen &Tsai 2007; Chuchu, 2020). The intricacy and interdependency among the key destination-marketing players E-Journal of Tourism Vol.8. No.2. (2021): 149-160 152http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 eventually leads to the development of va- rious tourism-marketing alliances (Palmer & Bejou, 1995). A cure for COVID-19 is currently not in existence (Yavuz & Ünal, 2020) and this has led to countries imposing travel restrictions on visitors through stringent restrictive measures in an attempt to curb the spread of the disease (Altuntas & Gok, 2021; Piguillem & Shı, 2020). The global wide spread of the COVID-19 pandemic led to the high cancellation rates, refunds of flights and accommodation bookings (Yu, Li, Yu, He & Zhou, 2020). This was a direct outcome of tourists’ perceptions of risk and travel restrictions (Yu et al., 2020). There is a vast amount of tourism literatu- re covering the impact of the COVID-19 pandemic on tourism (Altuntas & Gok, 2021; Foo et al., 2020; Fotiadis et al., 2021; Gretzel et al., 2020; Kaushal & Srivastava, 2021; Kock et al., 2020; Piguillem & Shı, 2020) among other scholarly works. This literature explored various perspectives on COVID-19 with Altuntas and Gok (2021) on domestic travel and quarantines whi- le Foo et al. (2020) focused on tourism in Malaysia during the COVID-19 pandemic. Fotiadis et al. (2021) looked into tourism recovery from COVID-19, Gretzel et al. (2020) focused on post-COVID-19 tourism and Kaushal and Srivastava (2021) on CO- VID-19’s impact on India’s tourism. Kock et al. (2020) investigated the psychological effects COVID-19 impact on tourist whi- le Piguillem and Shi (2020) assessed CO- VID-19 quarantine and testing policies. Technology adoption in Tourism during the COVID-19 Pandemic The COVID-19 pandemic forced the tourism industry to adjust the way in which it operated and one of these was the increased utilisation of technology. Social media was adopted in tourism extensive- ly to deal with the COVID-19 pandemic (Chloridiany, 2021). Social media has been mainly publicly used as a tool for travel businesses and destination marketing orga- nisations to maintain contact with tourists in order to generate desire to travel (Mar- ketResearch.com, 2021). Even though the war against COVID-19 is becoming less aggressive and restrictions are easing, it is evident there will be long-standing effects on traveller behaviour and the use of social media (MarketResearch.com, 2021). Yu et al. (2020) discussed the communication of the COVID-19 health crisis on social me- dia. Furthermore, Yu et al. (2020) made this discussion possible through reviewing over 10 000 comments on social media re- garding the COVID-19 pandemic outbreak. Numerous studies explored the adoption of technology in tourism during the pande- mic. For example, Sharmin, Sultan, Badu- lescu, Badulescu, Borma and Li (2021) re- searched sustainable destination marketing networks on smartphone-based social me- dia. Furthermore, An, Choi and Lee (2021) looked into traveller’s adoption of virtual travel experiences, destination marketing information quality and visit intention. Kumpu, Pesonen and Heinonen (2021) me- asured the value of social media marketing from a destination marketing organization point of view while Kaefer (2021) discus- sed the views Jaume Marín, a tourism ex- pert on destination branding and social me- dia during the time of COVID-19. Solazzo, Maruccia, Lorenzo, Ndou, Del Vecchio and Elia (2021) explored analysis from big data on smart tourism destination management also during the period of COVID-19. METHOD Destination marketing, technology in tourism and COVID-19 content was taken from resources that include publicly acces- sible reports, research published databases that include Scopus, IBSS, DOAJ and were retrieved through search engines such as Google Scholar as well as university rese- E-Journal of Tourism Vol.8. No.2. (2021): 149-160 153http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 arch repositories. The sources utilised for purposes of this research were carefully screened for relevance, currency and suita- bility. It was not possible to exhaust eve- ry possible aspect relevant to destination marketing but comprehensive literature review made every possible attempt to co- ver the key issues pertaining to the topic. Keywords and phrases, which include, “Destination marketing”, “Technology in Tourism” and “COVID-19” were utilised in retrieving academic articles. This was to identify common themes and trends. RESULTS AND DISCUSSION The findings of this research are based on the studies reviewed for purposes of this research. Themes emerging from the findings are discussed. A total of four the- mes were identified from the investigation, namely; destination marketing, technology in tourism, COVID-19 impact on tourism and destination image. Results were based on secondary publicly available sources which included relevant literature and the United Nations World Tourism Organizati- on (UNTWO) data. Theme 1: Destination Marketing First, it was established that by its very nature destination marketing is a very difficult process to manage (Buhalis, 2000; Sautter & Leisen, 1999). This assertion is in line with the main idea of the present re- search which explored the difficulty of mar- keting destinations. According to UNTWO (2020), domestic tourism is the main reason for COVID-19 recovery of most destina- tions but in most cases this is only partial, as it is not compensating for the decrease in international tourism demand. Due to limitations on travel, a trend was created whereby tourists started to post past trips on travel websites as they yearned to travel again (Gretzel et al., 2020). Furthermore, these travel bans, moti- vated the increased use of virtual museums that kept destinations competitive (Gretzel et al., 2020). Theme 2: Technology in Tourism Technology has become actively adopted in tourism over the years. A second theme that emerged from the study was the increased use of technology in tourism. This became apparent with the outbreak and spread of the COVID-19 pandemic. E- tourism and the internet enable interactivity between tourism enterprises and their cus- tomers (Buhalis & O’Connor, 2005). Due to traditional offline activities being limited Table 1. Destination Marketing, Tourism Technology & COVID-19 Tourism Literature Theme Author(s) Destination Marketing Buhalis (2000), Fyall and Leask (2006), Gretzel, Fesenmaier, Formica and O’Leary (2006), Hays, Page and Buhalis (2013), King, (2002), Lange-Faria and Elliot (2012), Pike (2012) and Wang and Xiang (2007). Technology in tourism Buhalis and O’Connor (2005), Buhalis and Law (2008), Ukpabi and Karjaluoto (2017), Huang, Backman, Backman and Chang (2016) and Werthner and Klein (1999). COVID-19 impact on Tourism Altuntas and Gok (2021), Foo et al. (2020), Fotiadis et al. (2021), Gretzel et al. (2020), Kaushal and Srivastava (2021), Piguillem and Shı, 2020, Qiu et al. (2020) Sigala (2020) and Yu et al. (2020) Destination Image Afshardoost and Eshaghi (2020), Baloglu and McCleary (1999), Beerli and Martin (2004), Echtner and Ritchie (1993), Pike (2002) and Stylidis (2020), Tasci and Gartner (2007). E-Journal of Tourism Vol.8. No.2. (2021): 149-160 154http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 as a result of the COVID-19 pandemic, di- gital marketing, especially social media, became the main promoter of Indonesian tourism (Chloridiany, 2021). Theme 3: COVID-19 impact on Tour- ism The third theme that emerged from the research was concerned with the impact of COVID-19 on tourism. Globally, nations imposed quarantines as they were believed to be the most effective approach to redu- cing the impact of COVID-19 (Altuntas & Gok, 2021). However, Altuntas and Gok (2021) added that these quarantines nega- tively affected the hospitality industry as it relies solely on customers. The airline in- dustry and the hotel industry were server- ly impacted my COVID-19 at its peak in 2019/20 in regions such as Malaysia which relies on Singapore and China (Loo et al., 2020). The Chinese government shut-down the country completely for foreign tourists on 29 March 2020 in addition to restric- tions that had already been imposed on fo- reign airlines that included not exceeding 75% capacity and one flight per week (Loo et al., 2020). Theme 4: Destination Image The last theme identified was destina- tion image. This emerged from numerous studies reviewed for this research. As far as destination image is concerned, some research, Afshardoost and Eshaghi (2020) found links between destination image and intention to visit and revisit. The study un- der investigation also established that the- re was a decrease in visits to other count- ries during the first year of the COVID-19 pandemic. This could have been due to the image of destinations perceived by travel- lers as a result of the global pandemic. This is supported by the UNTWO (2021) which predicted a reduction of international tou- rism by 70% as a result of the COVID-19 pandemic. Figure 1 below shows results from tourism experts’ perceptions on the extent to which they felt domestic tourism contributed to destinations’ recovery from COVID-19. These results are based on a global survey conducted by the UNTWO on the impact of COVID-19 on tourism and the expected time of recovery. Source: Adapted from UNTWO (2021) Figure 1. The impact of COVID-19 on tourism and the expected time of recovery Figure 1 shows the results from tou- rism experts’ perceptions on the extent to which they felt domestic tourism contri- buted to destination’s recovery from CO- VID-19. Tourism experts from Europe were the most positive regarding the cont- ribution of domestic tourism to the recove- ry of destinations. The least positive group of tourism experts were from Africa. Al- most 75% of this group believed that there would either be a partial tourism recovery or no recovery at all. Tourism experts from the Middle East were very sceptical about the regions recovery from tourism as none of them could state with certainty that the- re would be recovery from COVID-19. However, 83% of Middle Eastern tourism experts did partially believe that recovery from tourism was possible for their region while 17% believed they would be no reco- very from COVID-19. The following secti- on presents the study’s conclusions. CONCLUSION This research focused on assessing the effectiveness of technology in destina- tion marketing during the COVID-19 Pan- demic. A number of themes emerged from E-Journal of Tourism Vol.8. No.2. (2021): 149-160 155http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 the investigation which included, destinati- on marketing, technology in tourism, CO- VID-19 impact on Tourism and destination image. Technology was visibly effective in keeping destinations relevant and compe- titive, especially through the use of social media as physical tourist activities were limited due to the pandemic. The research explored extent to which technology was utilised in destination marketing during the first recorded year of the COVID-19 pandemic’s global spread. The results of the assessment of technology revealed that E-tourism played a key role in filling the gap left by destination closures and rest- rictions to travel which motivated the in- creased use of virtual museums (Gretzel et al., 2020). Furthermore, tourists made an effort to share past travel memories on social media and in general remained acti- ve on travel websites dreaming about their future holidays (Gretzel et al., 2020). It was therefore established that technology adoption in tourism was widely accepted but still presented challenges its fair sha- re of challenges to the user. Furthermore, it should also be noted that, as much as there is an abundance of literature on COVID-19 in various fields including tourism rese- arch, it still remains to be further discussed as new knowledge continues to emerge. This is because the pandemic is novel thus required continued exploration. The follo- wing section outlines the limitations of the present study and proposes future research direction. REFERENCES Afshardoost, M., & Eshaghi, M. S. (2020). Destination image and tourist be- havioural intentions: A meta-analy- sis. Tourism Management, 81, 1-20. Akehurst, G. (2009). User generated con- tent: the use of blogs for tourism or- ganisations and tourism consumers. Service Business, 3(1), 51-61. Altuntas, F., & Gok, M. S. (2021). The ef- fect of COVID-19 pandemic on do- mestic tourism: A DEMATEL method analysis on quarantine decisions. In- ternational Journal of Hospitality Management, 92, 1-9. An, S., Choi, Y., & Lee, C. K. (2021). Vir- tual travel experience and destination marketing: effects of sense and infor- mation quality on flow and visit inten- tion. Journal of Destination Marketing & Management, 19, 1-10. Baloglu, S., & McCleary, K. W. (1999). A model of destination image forma- tion. Annals of tourism research, 26(4), 868-897. Beerli, A., & Martin, J. D. (2004). Factors influencing destination image. Annals of tourism research, 31(3), 657-681. Buhalis, D. (2000). Marketing the competi- tive destination of the future. Tourism management, 21(1), 97-116. Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet - The state of eTour- ism research. Tourism management, 29(4), 609-623. Buhalis, D., & O’Connor, P. (2005). In- formation communication technology revolutionizing tourism. Tourism rec- reation research, 30(3), 7-16. Cheng, M., & Edwards, D. (2015). Social media in tourism: a visual analytic approach. Current Issues in Tour- ism, 18(11), 1080-1087. Chloridiany, A. (2021). Social Media Mar- keting Strategy of Indonesian Tourism in the Time of Pandemic. E-Journal of Tourism, 8 (1), 1-13. E-Journal of Tourism Vol.8. No.2. (2021): 149-160 156http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 Chuchu, T., Chiliya, N., & Chinomona, R. (2018). The impact of services cape and traveller perceived value on affec- tive destination image: an airport retail services case. The Retail and Market- ing Review, 14(1), 45-57. Chuchu, T. (2020). The Impact of Airport Experience on International Tourists’ Revisit Intention: A South African Case. Geojournal of Tourism and Ge- osites, 29(2), 414-427. Chen, C. C., & Tsai, J. L. (2019). Deter- minants of behavioral intention to use the Personalized Location-based Mobile Tourism Application: An em- pirical study by integrating TAM with ISSM. Future Generation Computer Systems, 96, 628-638. Davis, F.D. (1989). User Acceptance of Information Technology: Systems Characteristics, User Perceptions and Behavioural Impacts. International Journal of Man Machine Studies, 38, 475-487. Dulcic, Z., Pavlic, D., & Silic, I. (2012). Evaluating the intended use of Deci- sion Support System (DSS) by apply- ing Technology Acceptance Model (TAM) in business organizations in Croatia. Procedia-Social and Behav- ioral Sciences, 58, 1565-1575. Echtner, C. M., & Ritchie, J. B. (1993). The measurement of destination image: An empirical assessment. Journal of trav- el research, 31(4), 3-13. El-Gohary, H. (2012). Factors affecting E-Marketing adoption and implemen- tation in tourism firms: An empirical investigation of Egyptian small tour- ism organisations. Tourism manage- ment, 33(5), 1256-1269. Foo, L. P., Chin, M. Y., Tan, K. L., & Phuah, K. T. (2020). The impact of COVID-19 on tourism industry in Malaysia. Cur- rent Issues in Tourism, 1-5. Fotiadis, A., Polyzos, S., & Huan, T. C. T. (2021). The good, the bad and the ugly on COVID-19 tourism recovery. An- nals of Tourism Research, 87, 1-14. Fyall, A., & Leask, A. (2006). Destination marketing: Future issues—Strategic challenges. Tourism and hospitality research, 7(1), 50-63. Gretzel, U., Fesenmaier, D. R., Formica, S., & O’Leary, J. T. (2006). Searching for the future: Challenges faced by desti- nation marketing organizations. Jour- nal of Travel Research, 45(2), 116-126. Gretzel, U., Fuchs, M., Baggio, R., Ho- epken, W., Law, R., Neidhardt, J., Pesonen, J., Zanker, M., & Xiang, Z. (2020). e-Tourism beyond COVID-19: a call for transformative research. In- formation Technology & Tourism, 22, 187-203. Gumpo, C.I.V., Chuchu, T., Maziriri, E.T., & Madinga, N.W. (2020). Examin- ing the usage of Instagram as a source of Information for young consumers when determining tourist destinations. South African Journal of Information Management, 22 (1), 1-11. Hanan, H. & Putit, N. (2014). Express mar- keting of tourism destination using In- stagram in social media networking. In Norzuwana Sumarjan, Mohd Salehu- din Mohd Zahari, Salled Mohd Radzi, Zurinawati Mohi, Mohd Hafiz Mohd hanafiah, Mohd Faeez Saiful Bakhtiar & Atinah Zainal (Eds.), Hospitality and Tourism: Synergizing creativity and innovation in research (pp. 471- 474). Croydon, Great Britain: Taylor & Francis Group. Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination market- ing tool: its use by national tourism organisations. Current issues in Tour- E-Journal of Tourism Vol.8. No.2. (2021): 149-160 157http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 ism, 16(3), 211-239. Herrero, Á., & San Martín, H. (2012). De- veloping and testing a global model to explain the adoption of websites by users in rural tourism accommoda- tions. International Journal of Hospi- tality Management, 31(4), 1178-1186. Hospers, G. J. (2004). Place marketing in Europe. Intereconomics, 39(5), 271- 279. Huang, Y. C., Backman, K. F., Backman, S. J., & Chang, L. L. (2016). Explor- ing the implications of virtual reality technology in tourism marketing: An integrated research framework. Inter- national Journal of Tourism Research, 18(2), 116-128. Hudson, S., & Thal, K. (2013). The impact of social media on the consumer deci- sion process: Implications for tourism marketing. Journal of Travel & Tour- ism Marketing, 30(1-2), 156-160. Hvass, K. A. (2014). To fund or not to fund: A critical look at funding destination marketing campaigns. Journal of Des- tination Marketing & Management, 3(3), 173-179. Ibrahim, R., Leng, N. S., Yusoff, R. C. M., Samy, G. N., Masrom, S., & Rizman, Z. I. (2017). E-learning acceptance based on technology acceptance mod- el (TAM). Journal of Fundamental and Applied Sciences, 9(4S), 871-889. Li, C. & Bernoff J. (2008). Groundswell: Winning in a World Transformed by Social Technologies. New York, Har- vard Business Press. Rauniar, R., Rawski, G., Yang, J., & John- son, B. (2014). Technology acceptance model (TAM) and social media usage: an empirical study on Facebook. Jour- nal of Enterprise Information Man- agement, 27(1), 6-30. Sharmin, F., Sultan, M. T., Badulescu, D., Badulescu, A., Borma, A., & Li, B. (2021). Sustainable destination mar- keting ecosystem through smartphone- based social media: The consumers’ acceptance perspective. Sustainabil- ity, 13(4), 1-24. Sigala, M. (2020). Tourism and CO- VID-19: Impacts and implications for advancing and resetting industry and research. Journal of business re- search, 117, 312-321. Solazzo, G., Maruccia, Y., Lorenzo, G., Ndou, V., Del Vecchio, P., & Elia, G. (2021). Extracting insights from big social data for smarter tourism desti- nation management. Measuring Busi- ness Excellence. Emerald. Kaefer, F. (2021). Jaume Marín on Destina- tion Branding and Social Media. Man- agement for Professionals, 173-175. Kaushal, V., & Srivastava, S. (2021). Hos- pitality and tourism industry amid COVID-19 pandemic: Perspectives on challenges and learnings from In- dia. International Journal of Hospital- ity Management, 92, 102707. King, J. (2002). Destination marketing or- ganisations-Connecting the experience rather than promoting the place. Jour- nal of vacation marketing, 8(2), 105- 108. Kock, F., Nørfelt, A., Josiassen, A., As- saf, A. G., & Tsionas, M. G. (2020). Understanding the COVID-19 tourist psyche: The evolutionary tourism par- adigm. Annals of tourism research, 85, 1-13. Kumpu, J., Pesonen, J., & Heinonen, J. (2021). Measuring the Value of Social Media Marketing from a Destination Marketing Organization Perspective. In Information and Communication Technologies in Tourism 2021 (pp. E-Journal of Tourism Vol.8. No.2. (2021): 149-160 158http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 365-377). Springer, Cham. Kurashima, T., Iwata, T., Irie, G., & Fu- jimura, K. (2010). Travel route rec- ommendation using geotags in photo sharing sites. In Proceedings of the 19th ACM international conference on Information and knowledge manage- ment (pp. 579-588). Lange-Faria, W., & Elliot, S. (2012). Un- derstanding the role of social media in destination marketing. Tourismos, 7(1), 193-211. Lee, Y., Kozar, K. A., & Larsen, K. R. (2003). The technology acceptance model: Past, present, and future. Com- munications of the Association for in- formation systems, 12(1), 752-780. Leung, D., Law, R., Van Hoof, H., & Bu- halis, D. (2013). Social media in tourism and hospitality: A literature review. Journal of travel & tourism marketing, 30(1-2), 3-22. Li, S. C., Robinson, P., & Oriade, A. (2017). Destination marketing: The use of technology since the millenni- um. Journal of destination marketing & management, 6(2), 95-102. MarketResearch.com (2021). Impact on Travel and Tourism Social Media - COVID-19 – Thematic Research. Retrieved from https://www.marke- tresearch.com/GlobalData-v3648/ Impact-Travel-Tourism-Social-Me- dia-13391987/ Accessed 17/06/2021 Miguéns, J., Baggio, R., & Costa, C. (2008). Social media and tourism destinations: TripAdvisor case study. Advances in tourism research, 26(28), 1-6. Milano, R., Baggio, R., & Piattelli, R. (2011). The effects of online social media on tourism websites. In Infor- mation and communication technolo- gies in tourism 2011 (pp. 471-483). Springer, Vienna. Miličević, K., Mihalič, T., & Sever, I. (2017). An investigation of the rela- tionship between destination branding and destination competitiveness. Jour- nal of travel & tourism market- ing, 34(2), 209-221. Neuhofer, B., Buhalis, D., & Ladkin, A. (2012). Conceptualising technology enhanced destination experiences. Journal of Destination Marketing & Management, 1(1-2), 36-46. Noor, N. L., Hashim, M., Haron, H., & Ariffin, S. (2005). Community accep- tance of knowledge sharing system in the travel and tourism websites: an ap- plication of an extension of TAM. 13th European Conference on Information Systems, Information Systems in a Rapidly Changing Economy. Okumus, B., Okumus, F., & McKercher, B. (2007). Incorporating local and in- ternational cuisines in the marketing of tourism destinations: The cases of Hong Kong and Turkey. Tourism man- agement, 28(1), 253-261. Palmer, A., & Bejou, D. (1995). Tourism destination marketing alliances. An- nals of tourism research, 22(3), 616- 629. Phatthana, W., & Mat, N. K. N. (2011). The Application of Technology Accep- tance Model (TAM) on health tour- ism e-purchase intention predictors in Thailand. In 2010 International Con- ference on Business and Economics Research (Vol. 1, pp. 196-199). Piguillem, F., & Shi, L. (2020). Optimal Covid-19 Quarantine and Testing Policies. CEPR Discussion Paper No. DP14613. Pike, S. (2002). Destination image analy- sis-a review of 142 papers from 1973 E-Journal of Tourism Vol.8. No.2. (2021): 149-160 159http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 to 2000. Tourism management, 23(5), 541-549. Pike, S. (2012). Destination marketing. Routledge. Pollock, A. (1995). The impact of informa- tion technology on destination market- ing. Travel & Tourism Analyst, 3, 66- 83. Sautter, E. T., & Leisen, B. (1999). Manag- ing stakeholders: A tourism planning model. Annals of Tourism Research, 26(2), 312-328. Sonnleitner, K. (2011). Destination image and its effects on marketing and brand- ing a tourist destination: A case study about the Austrian National Tourist Of- fice-with a focus on the arket Sweden. Master’s Dissertation. Retrieved from http://www.divaportal.org/smash/get/ diva2:424606/FULLTEXT01.pdf Ac- cessed (17/06/ 2021) Stylidis, D. (2020). Residents’ destination image: a perspective article. Tourism Review, 75(1), 228-231. Tasci, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of travel re- search, 45(4), 413-425. Torres, R. (2010). Today’s traveler online: 5 consumer trends to guide your mar- keting strategy. Paper presented at the Eye for Travel, Travel Distribution Summit, Chicago, IL. Ukpabi, D. C., & Karjaluoto, H. (2017). Consumers’ acceptance of informa- tion and communications technology in tourism: A review. Telematics and Informatics, 34(5), 618-644. UNWTO (2011). Policy and Practice for Global Tourism. Madrid: UNWTO. UNTWO (2021). Impact Assessment of the Covid-19 Outbreak on Internation- al Tourism. Retrieved from: https:// www.unwto.org/impact-assessment- of-the-covid-19-outbreak-on-interna- tional-tourism Accessed 18/09/2021 Usoro, A., Shoyelu, S., & Kuofie, M. (2010). Task-technology fit and tech- nology acceptance models applicabil- ity to e-tourism. Journal of Economic Development, Management, IT, Fi- nance, and Marketing, 2(1), 1-32. Wang, Y., & Pizam, A. (Eds.). (2011). Des- tination marketing and management: Theories and applications. Nosworthy Way, Wallingford, Oxfordshire, UK. Cabi. Wang, Y., & Xiang, Z. (2007). Toward a theoretical framework of collabora- tive destination marketing. Journal of Travel Research, 46(1), 75-85. Weber, L. (2009). Marketing to the social web: How digital customer communi- ties build your business. John Wiley & Sons. Weinberg, T. (2009). The new commu- nity rules: Marketing on the social web (pp. I-XVIII). Sebastopol, CA: O›Reilly. Werthner, H., & Klein, S. (1999). Informa- tion technology and tourism: a chal- lenging relationship. Springer-Verlag Wien. Yavuz, S.S., & Ünal, S. (2020). Antiviral treatment of COVID-19. Turkish Jour- nal of Medical Sciences, 50, 611-619. Ye, Q., Law, R., Gu, B., & Chen, W. (2011). The influence of user-generated con- tent on traveler behavior: An empirical investigation on the effects of e-word- of-mouth to hotel online bookings. Computers in Human behavior, 27(2), 634-639. Yu, M., Li, Z., Yu, Z., He, J., & Zhou, J. (2020). Communication related health E-Journal of Tourism Vol.8. No.2. (2021): 149-160 160http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 crisis on social media: a case of CO- VID-19 outbreak. Current issues in tourism, 1-7. Yu, C. E., Xie, S. Y., & Wen, J. (2020). Col- oring the destination: The role of color psychology on Instagram. Tourism Management, 80, 104110. Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tour- ism? A review. Tourism management perspectives, 10, 27-36. Zhang, J., Wu, B., Morrison, A. M., Tseng, C., & Chen, Y. C. (2018). How coun- try image affects tourists’ destination evaluations: A moderated mediation approach. Journal of Hospitality & Tourism Research, 42(6), 904-930.