A Two-stage hybrid SEM-ANN approach to assessing the impact of digital marketing platforms in the development of ecotourism behaviour

Purpose: This study investigates the impact of various digital marketing platforms on the development of ecotourism behavior among tourists. Design/Methodology/Approach: A hybrid research approach, integrating Partial Least Squares Structural Equation Modeling (PLS-SEM) and Artificial Neural Network (ANN), was applied to analyze data collected from a random sample of 384 tourists. Findings: Social media was identified as the most influential digital platform shaping tourists' ecotourism behavior. It plays a significant role in fostering environmental education, promoting resource conservation, and contributing to local community development. Search engine optimization (SEO) emerged as a vital tool for raising environmental conservation awareness, while its impact on local community development was less pronounced. Mobile applications and blogging were found to be effective in fostering environmental conservation and enhancing environmental education, respectively. Practical Implications: The findings underscore the pivotal role of social media in influencing ecotourism behavior, emphasizing its potential for ecotourism marketers. Furthermore, the study highlights the importance of leveraging SEO, mobile applications, and blogging to promote environmental awareness and education among tourists. Originality/Value: This research provides valuable insights into the diverse roles of digital marketing platforms in shaping ecotourism behavior, offering practical guidance for ecotourism marketers and destinations seeking to harness the power of digital tools for sustainable tourism development.