Viral Tourism: Utilization of Viral Marketing in Social Media through Destination Brand Quality and Value to Improve Travel Decisions in the Emerging Tourism Area

The tourism industry has experienced a significant decline in visitor numbers due to social challenges since late 2019, affecting both international and domestic tourism.In order to effectively tackle this matter, it is imperative to enhance the promotion of creative tourism in targeted locations by implementing social media marketing strategies.Understanding the influence of social media viral marketing campaigns on promoting emerging island tourism in the Takalar Regency region is crucial for gaining a competitive advantage.This research aims to explore how consumers impact viral marketing strategies on social media, with a specific focus on the mediation role of customer-based brand equity (CBBE) on quality and value in the context of tourism planning on Tanakeke Island.This study employed a quantitative research design in the Takalar district, utilizing a viral promotional video content strategy.The strategy was developed and evaluated as a determinant factor influencing individuals' travel decisions concerning Tanakeke Island.Structural equation modeling with partial least squares (SEM-PLS) was used to assess the validity and significance of the proposed model.The dataset comprised 200 online consumer samples who engaged with video content on social media platforms.The findings revealed that the implementation of Viral Marketing Campaigns (VMC) significantly and positively impacted travel decision-making.This influence was mediated by brand quality and value.Notably, VMC did not have a direct effect on travel decisions, emphasizing the importance of mediating factors such as brand quality and value in the context of social media viral marketing campaigns for tourism promotion.