THE BRAND IMAGE INFLUENCE ON THE RELATIONSHIP BETWEEN SOCIAL MEDIA ADVERTISING AND SUSTAINABLE TOURISM PRACTICES IN PETRA (JORDAN)
DOI:
https://doi.org/10.2478/eoik-2025-0014Keywords:
Brand image, Social media advertising, Sustainable tour- ism, Cultural tourism, Tourism destinationAbstract
This study aims to establish the mediating role of brand image, in-
cluding advertising and promotion content distributed on social media
platforms, which can improve positive brand image in the relationship
between social media advertising and sustainable tourism practices at
Petra in Jordan. This study survey contained 332 of the participant’s
respondents who visited Petra from different countries. | A structured
questionnaire was also embraced to gather primary data. The data
were analyzed utilizing Smart-PLS, which was used to classify the
measurement and structural models. The mediating influence of to-
gether social media advertising and sustainable tourism practices was
tested too. The outcomes showed that brand image positively medi-
ates the link between social media advertising and sustainable tourism
practices at Petra. For that reason, it can be supposed that brand image
among tourists who visit Petra plays a crucial role in promoting social
media advertising for improved sustainable tourism practices at Petra.
Finally, this study delivers an empirical indication of a phenomenon
not studied at Petra in Jordan where the tourists who visited Petra
concreted in norms and customs for sustainable tourism practices. The
outcomes underline the significance of brand image in mediating the
link between social media advertising and sustainable tourism prac-
tices at Petra.
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