Effect of Digital Marketing Strategies on

Destination Choice of Domestic Travelers during

Post COVID 19 Waves: Special Reference to Ella,
Sri Lanka
L. A. P. C. Pereraa*, B. R. M. G. M. Rathnayakab, Y. W. Bopagec
aUniversity of Vocational Technology, University College, Batangala, Sri Lanka
b, cUva Wellassa University, Sri Lanka

ABSTRACT
COVID 19 has halted the world‟s operations physically and has made the world
virtual and penetrating. Including the tourism industry, all most all the
industries in the world have collapsed. Digital Media came onto the stage
becoming a decisive factor in deciding the survival of businesses. Digital
Marketing strategies, being the causal factor in Post COVID 19 waves has
created a massive need for all industries operating in the world. In
consideration of the above, this study primarily aims, to investigate the effect
of digital marketing strategies on the destination choice of domestic travelers
during post-COVID 19 waves with special reference to Ella, Sri Lanka. A
sample of 100 domestic travelers who visit Ella was taken as the sample
employing a purposive sampling technique. A self-administered questionnaire
was the data collection tool and respondents were contacted through an online
survey, while multiple linear regression was used to generate the results. It
revealed that digital marketing strategies: SMM, e-mail marketing, SEO,
website design, and paid advertising, have a significant effect on the
destination choice of domestic travelers during post-COVID 19 waves in Sri
Lanka. Moreover, email marketing is the most influential variable, and website
design is the least Influential variable to the destination choice of domestic
travelers during post-COVID 19 waves. This study emphasizes that digital
marketing strategies are acting as a rescuer in pandemic situations due to the
uninterrupted services offered. Further studies on social media on destination
rebranding can be conducted in the future.

Keywords: destination choice, digital marketing strategies, domestic

travelers, post COVID 19 waves

Corresponding author: [email protected]

10th ICME at University of Ruhuna, Sri Lanka

02nd September 2021
ISBN: 978-624-5553-03-7

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 1. Introduction
Naval Corona outbreak or COVID 19 has spread all over the world influencing billions of
people globally (World Health Organization, WHO 2020). The tourism and hospitality sector
is vulnerable to both man-made and natural calamities. Due to the pandemic, the tourism
sector was brought to a halt. Thus, in the face of the COVID-19 pandemic, the tourism sector
is struggling to organize itself. The post-epidemic process requires tourism businesses to keep
up with new procedures to attract customers and they can stand out in the competition only
through adapting to the needs and requests of new customer preferences and producing
goods and services in line with these preferences. Since tourism is one of the biggest and
fastest-growing industries universally, it is anticipated to play a critical part in recapturing
the socio-economic steadiness after the COVID-19 pandemic and its waves. It could be a key
supporter of the island economies and one of the foremost vital industries that create much
required foreign earnings in the Sri Lankan economy (Ranasinghe et al.,2020). Dudzinski &
Hoisington, ( 2020) declared, during the post-COVID-19 waves, the industry is particularly
vulnerable to diminished tourism and travel in conjunction with a slowdown in economic
activity. Hence, the industry needs to address changes in customer demand after the startling
COVID-19 waves and reestablish travelers‟ confidence. Though with fewer restrictions and a
high standard of hygiene and safety measures, life turns to normalcy, customers still fear to
travel to destinations. In the current context, international travel restrictions and stay home
procedures are causing the most critical disruption of the global economy (Goslin, Scott &
Hall, 2020). The circumstance should be strategically addressed with appropriate proactive
and receptive measures considering the current circumstances and to overcome future
threats to ensure the economic, and socio-economic prosperity of all people keeping space for
expanded travel and tourism. In order to attract travelers, the context of digital marketing has
been placed with the use of technology. Digital Marketing strategies play a vital role to inform
the market of business and to entice travelers to choose and visit destinations. According to
Luo and Zhong, 2015 nowadays, social networks are the most significant source of getting
travel information and e-word-of-mouth for traveler's purchase decisions. Especially online
marketing and sales have been the popular medium to reach the travelers during the covid-19
pandemic. Furthermore, it is essential to stay at the top of the mind of the target audience to
attract travllers to the destinations via digital marketing platforms effectively. Considering
the effect of COVID-19 pandemic on Sri Lankan tourism, it can be noted that Sri Lanka has
gained a better reputation than the other nations within the world for controlling COVID-19
pandemic, course of action of quarantine facilities and medical facilities needed for
foreigners, application of personal defensive equipment in handling airline/sea line travelers
at particular ports, the continuation of the supply of fundamental human needs, the
extension of visas for foreigners securing them with accessible offices and effective digital
marketing strategies, etc. Consequently, this situation would be favorable in flourishing Sri
Lankan Tourism in the future, in spite of the fact that it gains losses nowadays (Ranasinghe et
al., 2020). This favorable situation can be promoted through digital marketing to attract
domestic and international travelers.

1.1. Research problem

Considering the Sri Lankan context, it is important to use digital marketing strategies
effectively to re-establish the tourism industry since tourism as a part of the service sector
contributes to the GDP of the country mostly. There are reserach studies and scholarly
articles related to the effect of digital marketing strategies on the revisit decision, customer
retention, destination marketing of travelers, but they are limited to the normal environment,
are not related to post-COVID 19 waves. The use of information technology and especially

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social media has revolutionized finding and sharing information among millennials (Kumaret
al., 2018). In this era, online social interactions have become a new habit for travelers and
they generate a significant impact on the behavior and experience of travelers (Buhalis &
Sinarta, 2019). According to Kusumaningrum and Wachyuni, 2020 due to the short distance
and travel time, local travel is considered less risky. So it will be the biggest investment in the
tourism industry in near future. So digital marketing can play a vital role to develop domestic
tourism during post-Covid 19 waves. After the epidemic, the local/domestic tourism industry
became the choice of tourists/travelers. The unavailability of research related to the effect of
digital marketing strategies on destination choice of domestic travelers during post-COVID 19
waves has created an exact empirical knowledge gap, nationally and internationally.
Therefore, this study aims to bridge that gap effectively and sufficiently.

1.2. Research questions

Based on the identified background and problem statement of the study, the following
research questions were developed.

RQ 01: What is the effect of digital marketing strategies on the destination choice of
domestic travelers‟ during post-COVID 19 pandemic waves?
RQ 02: What is the most and least influential variable of digital marketing strategies
on destination choice of domestic travelers during post-COVID 19 waves?

1.3. Research objectives

The research objectives of the study were derived from the research questions.

RQ 01: To investigate the effect of digital marketing strategies on the destination

choice of domestic travelers‟ during post-COVID 19 pandemic waves.
RQ 02: To identify the most and least influential variable of digital marketing
strategies on destination choice of domestic travelers during post-COVID 19 waves.

2. Review of the literature

Contradictory and similar points, under-revealed areas correlated with COVID 19 and
tourism, digital marketing strategies, destination choice of domestic travelers will be
elaborated with previous empirical and theoretical findings.

2.1. Post-COVID 19 and tourism

Kim & Lee (2020) noted that the tourism industry has been widely acknowledged as a driving
force in the country. Unfortunately, the tourism sector is vulnerable to the increasing
frequency, and severity of natural disasters and pandemics, which often result in substantial
financial losses (Ranasinghe et al., 2020). According to Dudzinski, Hoisington, Brown, et al
(2020), there were fears that given the demands for social distancing, the tourism industry
would be one of the worst affected industries by the COVID-19 pandemic. According to
Brodeur and Brodeur (2020), the impact of COVID-19 was going to be uneven in both space
and time. As such, there is a need for each destination, tourism sector, and subsector to have
customized measures aimed at conducting business under the new normal.

In accordance with the research of Dudzinski et al., (2020), the coming of the next
new lifestyle of the post-COVID 19 era could be characterized as the “urgency of the moment”
era. Thus, the competency here is about the capacity of not losing sight of the action that
might be needed for tomorrow. Kim and Lee (2020 )mentioned, that the next “New Normal”

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 or the post-COVID 19 era would not similar to the new normal that we experiencing now. The
pandemic would touch the main issues of life, what we believe in, how we think, how we
visualize our role in life, our next generation essentials. The tourism industry has been
identified as one of the most influenced sectors in the world, but there are optimistic
expectations as tourists still have a strong desire to travel (Kusumaningrum & Wachyuni,
2020). Therefore, we need a new way of establishing and managing the survival of industries
in this challenging era.

2.2. Digital Marketing Strategies (DMS)

2.2.1. Social media marketing
Social media marketing helps to boost brand awareness. Social media marketing is used to
promote brand image by continuously sending out positive images of the company on social
media networks, such as Facebook, Twitter, and so forth. In essence, social media marketing
should not be regarded as simply an add-on to search engine marketing, but it should be a
form of powerful marketing tool that could potentially reach millions of audiences across the
globe through a close-knit network (Park & Oh, 2012). The impact and usage of social media
marketing strategies are very crucial for satisfying tourist demand in the global world (Jashi,
2013). Research conducted by Taiminen and Karjaluoto, (2015) found that social media
marketing is important and that organizations use these channels to communicate and
manage consumer relationships. Social media has essentially altered the process of customer
decision-making, and a more advanced perspective on how customers interact with brands
has emerged over the past decade; for instance, in the travel industry sector, it has clarified
how the participation of social media benefits intelligent tourism marketers (Riyadi et al.,
2019). There is no doubt that social media has a huge impact on lifestyle and decision
making, especially in generation Y. (Kumar et al., 2018). They make decisions very quickly
and they are technologically very advanced. So, there are options to find out more. Relevant
bodies can use this technique very easily to increase demand for destination choice.

2.2.2. Email marketing

E-mail marketing is one of the digital marketing techniques initially used, and it involves
providing customized or targeted messages to specific individuals at the proper time. With e-
mails, businesses can send e-mails that meet the user‟s needs. (Scharl et al., 2005). According
to Reviews, (2019) digital marketing delivers messages to an audience through electronic
mails. E-mail marketing is a kind of direct marketing that utilizes e-mail as a means of
communication or fund-promoting messages to link the viewers. In its broadest logic, e-mail
marketing can take into account every single e-mail sent to a probable or existing customer.
This is a great way to stay in touch with customers, as well as to give them an in-depth
description of your products or services. It's a great way to promote specialties and get
customer feedback. It can turn a prospect into a salesman and a salesman into a loyal
customer and can help to take destination choice.

2.2.3. Search engine optimization (SEO)

According to Google‟s Search Engine Optimization Starter Guide (2010), SEO is a series of
modifications and techniques, which make it easier for search engines to crawl, index, and
understand the content of a website. Consumers tend to trust organic links more, advertisers
often try to increase their visibility in the organic list by climbing the search engine‟s ranking
algorithm using techniques collectively known as search engine optimization(Berman &
Katona, 2013). Research done by Veglis, (2020) states that there is a visible moderate impact
of search engine optimization on online advertisements in Jordanian companies utilizing e-

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marketing. It is essential for companies to choose the website‟s title, meta description,
headings, and page contents that search engines can recognize better than others, carefully.
Search Engine Optimization (SEO) is a long-term strategy, which should lead to a higher
ranking on the search results page and, subsequently, bring higher traffic to a website.
Although the result of the optimization is not guaranteed, the right mix of off-page and on-
page optimization techniques is extremely vital (Veglis & Giomelakis, 2020). The process can
be time-consuming and complex but it is an easier way to make travel decisions very
effectively.

2.2.4. Web site design

Web sites often provide the first impression of an organization. For many organizations,
websites are crucial to ensure sales or to procure services within. This is a very attractive idea
to change the travel or destination choice of the travelers. When a person opens a website, the
first impression is probably made in a few seconds, and the user will either stay or move on to
the next site based on many factors (Scharl et al., 2005). A company‟s website can be
described as the home of the brand in the online environment (Taiminen & Karjaluoto, 2015).
According to William C. McDowell (2016), consumers linger in a company‟s website longer if
they feel immersed, without mental interruption in the content.

2.2.5. Paid advertising

Paid advertising is any kind of advertising that is paid for, versus owned or earned
advertising. With paid advertising, marketers pay the owner of ad space in exchange for use
of that space. The price paid for that ad space is often settled through a bidding process
between marketers and the ad space owners. An online advertising system whereby the
advertiser pays for clicks on their advert (Reddy, 2016). In contrast to earned and owned ads,
online paid advertising requires the purchase of ad spots to attract internet traffic. The
featured ads show up on designated websites, and advertisers or businesses bid against their
competition for keywords that pertain to their services or products. There is a fixed price for
impressions or the bid is based on a certain number of responses (Berman & Katona, 2013).

2.3. Destination choice

Destination choice is a tourist‟s decision of which destination to travel from multiple
alternatives. Destination choice is the process by which a potential traveler chooses a
destination, for the purpose of fulfilling their current travel-related needs. Aktaş, Aksu, and
Çizel ( 2007) claimed that in the context of tourism, tourists‟ destination choice is also a
sorting out process, which contains a series of steps, including obtaining passive information,
initial choice considering situational constraints, evaluation of an evoked set, active
information searching, and the final destination selection. Seo, Yun, and Kim (2017)
predicted that the sorting out process could be influenced by a number of internal
(motivations, attitudes, needs, etc.) and external factors (information, price, spare time, etc.)
Destination choice arises from the tourists ‟evaluation of destination attributes and their
perceived utility values. Jordan (2012) agreed that numerous studies have also supported
that „„tourists travel to those destinations that have established a reputation as a place to
experiment with quality local products‟‟.

2.4. Conceptual framework and hypothesis development

H1: There is a significant direct effect of social medial marketing on destination
choice
H2: There is a significant direct effect of email marketing on destination choice

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 H3: There is a significant direct effect of search engine optimization on destination
choice
H4: There is a significant direct effect of website design on destination choice
H5: There is a significant direct effect of paid advertising on destination choice

Independent Variable Dependent Variable

Digital Marketing Strategies

Social Medial Marketing H1

H2
Email Marketing
Destination Choice
H3
Search Engine Optimization 3
H4

Website Design H5

Paid Advertising

Figure: 1 Conceptual Framework

Source: Developed by the researcher based on previous literature.

3. Methods
The study has been designed to use a quantitative approach, where the objectives are
designed to be achieved through the quantitative method. The research is focused to
investigate the effect of digital marketing strategy on destination choice of domestic travelers
during post-COVID 19 waves: with special reference to Ella, Sri Lanka. The target population
of the study is the domestic travelers in Sri Lanka, while the sample was 100 domestic
travelers who visited Ella area in Sri Lanka since Ella is the most popular destination with
numerous places to visit.

The sample is selected by employing the purposive sample technique because the
researcher only considers people who use digital marketing strategies. Primary data will be
used and collected through a self-administered questionnaire. Respondents have been
contacted through an online survey. Multiple regression analysis was used to investigate the
effect of digital marketing strategies on the destination choice of domestic travelers during
post-COVID 19 waves. SPSS is used as the platform to generate the intended results of the
study.

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4. Data analysis
4.1. Cronbach’s alpha reliability analysis

Table 1: Cronbach’s Alpha Reliability Test

Cronbach‟s alpha Cronbach‟s alpha based on Cronbach‟s alpha based on
Standardized item Standardized item
0.804 0.837 18
Source: Field Survey (2021)

According to table 1, Cronbach‟s alpha value of 0.804 indicates that the internal reliability
and validity of the questionnaire are excellent. This indicates that there is an internal
consistency between the items used in the questionnaire. Therefore, these items were
combined to create corresponding variables and the questionnaire can be considered as a
reliable tool.

4.2. Analysis of the first objective

 To investigate the effect of digital marketing strategies on destination choice of
domestic travelers‟ during post-COVID 19 pandemic waves.

Regression analysis
DC = ß0+ ß1(SMM)+ ß2(EM)+ ß3(SEO)+ ß4(WD)+ ß5(PA)+ Ɛ1
DC = 1.922+ 0.434(SMM)+ 0.601(EM)+ 0.507(SEO)+ 0.128(WD)+ 0.233(PA)+ Ɛ1
Where; DC = Destination Choice SMM = Social Media Marketing
EM = Email Marketing SEO = Search Engine Optimization WB = Website Design
PA = Paid Advertising

According to the table, constant (β0) is 1.922, which indicates that while digital
marketing stratergies remain zero, destination choice is 1.922. P - value of constant
is 0.0206 and which states that it is statistically insignificant at 0.05 (95% confident
level) level of significance (0.0206 > 0.05).
Table 2: Regression Model Summary
Model Unstandardized Standardized T Sig.
Coefficients Coefficients

B Std. Error Beta

(Constant) 1.922 0.206 3.17 0.000

SMM 0.434 0.112 0.197 2.279 0.000

EM 0.601 0.117 0.195 2.056 0.002

SEO 0.507 0.241 0.038 0.428 0.001

WD 0.128 0.351 0.301 0.621 0.005

PA 0.233 0.108 0.038 0.434 0.002

Source: Field Survey (2021)

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 Regression analysis was conducted to achieve the first objective of this research. There
is a strong positive significant relationship between Digital Marketing Strategies (DMS) and
the destination choice of domestic travelers, according to the multiple regression analysis. All
the P-values are less than 0.05 level (95% confident level).

Table 3 : ANOVA Table

Model Sum of df. Mean F Sig.
Squares square

Regression 37.834 7 5.405 15.946 .000b

Residual 29.343 92 .319
Total 67.177 99
Source: Field Survey (2021)

According to the ANOVA table result, the p-value of the model is 0.000 (P < 0.05),
which represents that the overall model is statistically significant. Hence, the regression
model is appropriate, it indicates that the independent variables have jointly influenced the
destination choice.

4.3. Analysis of the second objective

 To identify the most and least influential variables on digital Marketing Strategies in
destination choice of domestic travelers during post-COVID 19 waves.

According to the outcomes generated through multiple regression analysis, Email Marketing
(EM) is the most influential variable since its Regression value is 0.601 while website design
is the least influential variable with a Regression value of 0.128, which indicates the effect on
Digital Marketing Strategies (DMS) on destination choice of the domestic travelers in Ella, Sri
Lanka.

5. Results and discussions

When considering Social Media Marketing (SMM), the β coefficient of 0.434 implies that
when social media marketing increases by one unit while all other independent variables
remain constant, destination choice increases by 0.434 units. Moreover, the probability of the
SMM is 0.000. Since the P-value is less than 0.05 level of significance, SMM significantly
contributes to the regression model. Also when considering Email Marketing (EM), the β
coefficient of 0.601 implies that when EM increases by one unit while all other independent
variables remain constant, destination choice increases by 0.601 units. Moreover, the
probability of the EM is 0.002. Since the P-value is less than 0.05 level of significance, EM
significantly contributes to the regression model.

When considering Search Engine Optimization (SEO), the β coefficient of 0.507

implies that when SEO increases by one unit while all other independent variables remain
constant, destination choice increases by 0.507 units. The P-value of the SEO is 0.001. Since
the P-value is less than 0.05 level of significance, SEO significantly contributes to the
regression model. Website Design‟s (WD) β coefficient of 0.128 implies that when WD
increases by one unit while all other independent variables remain constant, destination
choice increases by 0.128 units. Moreover, the probability of the WD is 0.005 since the P-

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value is less than 0.05 level of significance, WD significantly contributes to the regression
model.

When considering Paid Advertising (PA), the β coefficient of 0.233 implies that when
PA increases by one unit while all other independent variables remain constant, destination
choice increases by 0.233 units. Moreover, the P-value of the PA is 0.002. Since the P-value is
less than 0.05 level of significance, PA significantly contributes to the regression model.
According to the above results, it can be determined that dimensions of Digital Marketing
Strategies (DMS),: SMM, e-mail marketing, SEO, website design, and paid advertising
significantly affect the destination choice of domestic travelers during post- COVID 19 waves
in Sri Lanka.

6. Conclusion
Global COVID-19 can have long-term effects on panic travel. Effective strategies are needed
to boost traveler confidence and help businesses recover from this public health crisis in a
timely manner. The resilience and sustainability of the tourism industry can be enhanced by
taking action to meet the needs of different clients and turn adversity into opportunities.
These efforts are consistent with forecasting trends, such as the demand for environmental
services, and the lack of customer contact. Reflecting on changing travel expectations and
industry recovery programs, academia can contribute to the development of tourism
marketing and management theory to promote positive changes in industry practice in the
wake of this epidemic. COVID-19 requires close academic attention to identifying changes in
traveler behavior and decision-making management practices. The research paper helps to
arrive at the conclusion digital marketing plays an important role in the traveler decision-
making process and hopes that the research will address relevant topics of interest and
motivate further study.

It is critical to spread positive news through news channels and digital media
platforms to make the potential tourists aware. Maintaining advertising campaigns is also a
pivotal point in marketing and promoting the Sri Lankan tourism industry. Making
awareness, e-mail marketing during the pandemic situation for communication process is a
must. A touchless environment free from the spread of COVID 19 can be assured through
this. Up to date design of websites including all the necessary guidelines and instructions
regarding the pandemic and the way to behave in the destinations minimizing the spread can
be updated and boosted.

It is important to market using digital marketing strategies to attract more travelers

while sustaining the tourism industry. Service providers and destination management
companies within the tourism and hospitality industry must be sufficiently educated and
prepared for the recovery to retain and collaborate with guests/ potential travelers
appropriately to avoid uncertainties and risks. Destination rebranding, highlighting the
positive elements during the outbreak, is very much essential after the situation. This
research also provides input for travel entrepreneurs and destination managers to adjust to
technology. The use of technology is the main tool in traveling, starting from determining the
transportation used, accommodation, to finding location information using the internet.
Furthermore, travel entrepreneurs and destination managers need to shift their promotional
activities to social media. Since this study is an empirical study, this paper can be used as a
theoretical ımplication for studies.

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 Even though this study has several contributions, it also has some limitations. The
major limitation faced is the lack of respondents to the survey due to the restrictions
prevailing in the country due to COVID 19 and lack of awareness about theoretical
knowledge. Therefore, it is suggested for future research to repeat this empirical research
following the pandemic in a different context. After clear and precise discussions and
recommendations based on the findings, it can be concluded that digital marketing strategies
affected destination choice very much, especially in post-Covid 19 waves. If the Sri Lankan
government, tourists, and service providers can distinguish the need, and provide adequate
technical knowledge about marketing strategies, it will help the development of the whole
tourism industry within the country.

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