The Significance of Digital Marketing in Shaping Ecotourism Behaviour through Destination Image

Ecotourism is the most encompassing alternative approach, and it is usually regarded as a panacea capable of combining economic development, environmental protection, and community well-being. Pakistan's ecotourism industry is relatively new and has significant growth potential, with approximately 6 million domestic and international tourists visiting various northern destinations in 2018. However, as the number of tourists grows, so do the difficulties or obstacles associated with visitor/tourist behaviour, such as pollution, forest cutting, wildlife turmoil, filthy waste/garbage, and forest fire. These potential hazards have become natural environment-harming concerns that occur daily. Prior studies and government policies have emphasised the increasing knowledge and responsibility of ecotourism behaviour among tourists to address the issues. Digital marketing is known as a flashy way to connect with tourists by providing them with diverse tour information and destination images; however, reviews show that a smaller number of previous research in the tourism industry has been involved with digital marketing strategies. They use a quantitative design and Structural Equation Model testing. The guaranteed validity and reliability is an adaptive questionnaire created and tested in pilot research. For data gathering, a multistage sampling method is utilised. This research included 384 tourist respondents from three regions that used digital marketing for their travelling. It was chosen using a random and purposeful sampling process. The study found that destination image is positively connected to ecotourism. The current study employs the Theory of Planned Behaviour (TPB) as a theoretical contribution. The study's findings suggest that visitors, the government, the tourism industry, and the community may use digital marketing strategies to encourage ecotourism behaviour.