ANALYZING THE USE OF DIFFERENT SOCIAL MEDIA MARKETING TECHNIQUES APPLIED BY DARK TOURISM SPOTS TO ATTRACT THE ATTENTION OF DARK TOURISTS: A STUDY ON DIFFERENT SOCIAL MEDIA MARKETING TECHNIQUES OF BANGABANDHU MEMORIAL MUSEUM IN DHAKA
Keywords:
Dark Tourism, Tourists, Social Media, Bangladesh.
Abstract
Nowadays, people rely on social media for advertisements, news, information tourist places promotion, especially on Facebook. For this reason, Bangabandhu memorial museum uses social media marketing techniques to attract tourist attention. Social media marketing can increase tourists and share different information types important for any tourist place. At present, people make a tour by knowing about the site through social media. So, the researcher insists that social media marketing techniques are more effective for Bangabandhu memorial museum. This paper has five steps: the first steps of this project paper have introduction, methodology and literature review. The second step has formatted the conceptual framework. The third steps of this project have some objectives that identified by the researcher that which used for attracting dark tourists for Bangabandhu memorial museum, analyzing the uses of social media marketing for attracting dark tourists which collected from questionnaire survey that was operated by a huge number of executive & employee of Bangabandhu memorial museum and face-to-face interview with the tourists. And the fourth steps show the significant findings of the research paper. The last steps of the project paper are recommending some guidelines for Bangabandhu memorial museum and further research. By this research, researchers identify the uses of Facebook marketing for attracting dark tourists by Bangabandhu memorial museum. Because nowadays, people are more familiar with Facebook and have more potential to promote dark tourism spots through social media. If Bangabandhu memorial museum properly uses Facebook marketing, they can increase tourists. So, promoting these dark tourism spots on Facebook is the most popular social media platform technique. So, Facebook media can increase dark tourists for Bangabandhu memorial museum.
JEL Classification Codes: M31.
References
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Akhter, A., Karim, M. M. & Islam, K. M. A. (2021). The impact of emotional intelligence, employee empowerment and cultural intelligence on commercial bank employees’ job satisfaction. Banks and Bank Systems, 16(4), 11-21.
Asheq, A. A., Tanchi, K., Kamruzzaman, M., & Karim, M. M. (2021). The impact of e-marketing orientation, technological orientation and learning capacity on online SME performance. Innovative Marketing, 17(3), 168-179.
Asheq, A. A., & Hossain, M. U. (2019). SME Performance: Impact of Market, Customer and Brand Orientation. Academy of Marketing Studies Journal, 23(1), 1–9.
Ara, E., Akhter, A., & Hoque, M. A. (2015). Analyzing the Changes of Preference Factors of Billboard by the Gender, Age & Occupation of Customer: A Study on Dhaka City. AIUB Journal of Business and Economics, 12(1), 81-100.
Ali, M. C., Islam, K. A., Chung, S. J., Zayed, N. M., & Islam, K. M. A. (2021). The Correlation Between Job-Hopping Attitude and Turnover Behavior: A Job Satisfaction Perspective in Bangladesh. International Journal of Business and Management Future, 5(1), 14-26.
Ali, M. C., Islam, K. M. A., Chung, S. J., Zayed, N. M., & Afrin, M. (2020). A Study of Green Human Resources Management (GHRM) and Green Creativity for Human Resources Professionals. International Journal of Business and Management Future, 4(2), 57-67.
Baqir, M., Hussain, S., Waseem, R., & Islam, K. M. A., (2020). Impact of Reward and Recognition, Supervisor Support on Employee Engagement. American International Journal of Business and Management Studies, 2(3), 8-21.
Batool, N., Hussain, S., Baqir, M., Islam, K. M. A., & Hanif, M. (2021). Role of HR Technology And Training For The Development Of Employees. International Journal of Business and Management Future, 5(1), 1-13.
Al-Masud, T. M. M. (2015). Tourism marketing in Bangladesh: What, why and how. Asian Business Review, 5(1), 13-19.
Foley, M., & Lennon, J. J. (1996). JFK and dark tourism: A fascination with assassination. International Journal of Heritage Studies, 2(4), 198-211.
Hossain, M. U., & Asheq, A. A. (2020). Do leadership orientation and proactive personality influence social entrepreneurial intention? International Journal of Management and Enterprise Development, 19(2), 109-125.
Hossain, M. U., & Asheq, A. A. (2019). The role of entrepreneurial orientation to SME performance in Bangladesh. International Journal of Entrepreneurship, 23(1), 1-6.
Hossain, M. U., Asheq, A. A., & Arifuzzaman, S. M. (2019). Entrepreneurial intention of Bangladeshi students: impact of individual and contextual factors. Problems and Perspectives in Management, 17(4), 493-503.
Islam, K. M. A., & Bhuiyan, A. B. (2021). Determinants of the effectiveness of internal Shariah audit: Evidence from Islamic banks in Bangladesh. The Journal of Asian Finance, Economics, and Business, 8(2), 223-230.
Islam, K. M. A., & Barghouthi, O. A. (2017). Risk Management of Islamic Banking: An Islamic Perspective. International Journal of Islamic Banking and Finance Research, 1(1), 25-28.
Islam, K. M. A., & Miajee, M. R. K. (2018). Small and Medium Enterprises (SMEs) Financing in Bangladesh: A Review of Literature. International Journal of Small and Medium Enterprises, 1(1), 11-15.
Islam, K. M. A. (2016a). Financial Performance Comparison of Top-Rated Banking Financial Institutions (BFIs) of Bangladesh. Indian Journal of Science, 23(85), 669-697.
Islam, K. M. A. (2016b). Factors influencing consumers purchase decision: a case study of Pantene shampoo. Indian Journal of Science, 23(88), 910-923.
Islam, K. M. A. (2016c). Corporate Governance: Conjecture and Modernism. Indian Journal of Science, 23(86), 798-817.
Islam, K. A., Alam, I., & Al-Amin, D. M. (2015). Foreign exchange operation of private commercial banks in Bangladesh: A case study on AB Bank Limited. International Journal of Innovative Research and Creative Technology, 1(3). 296-304.
Hossain, S. A., Islam, M. N., Mahmud, M. S., & Islam, K. A. (2017). Evaluation of Financial Performance of Commercial Banks in Bangladesh: Comparative Study Based on CAMEL Approach. The Millennium University Journal, 2(1), 54-77.
Islam, K. A. (2015). Throughput accounting: a case study. International Journal of Finance and Banking Research, 1(2), 19-23.
Islam, K. A., & Barghouthi, O. A. (2017). Risk Management of Islamic Banking: An Islamic Perspective. International Journal of Islamic Banking and Finance Research, 1(1), 25-28.
Islam, K. M., Sadekin, M. S., Rahman, M., Chowdhury, M., & Haque, A. (2021). The impact of Shariah supervisory board and Shariah audit committee on CSR adoption at Islamic banks. Journal of Asian Finance, Economics and Business (JAFEB), 8(3), 479-485.
Jahan, N., Ali, M. J., & Al Asheq, A. (2020). Examining the key determinants of customer satisfaction Internet banking services in Bangladesh. Academy of Strategic Management Journal, 19(1), 1-6.
Joachim, N. (2013). Investigating the challenges of promoting dark tourism in Rwanda. GRIN Verlag.
Karim, M. M., Bhuiyan, M. Y. A., Nath, S. K. D., & Latif, W. B. (2021). Conceptual Framework of Recruitment and Selection Process. International Journal of Business and Social Research, 11(02), 18-25.
Karimi, S., & Naghibi, H. S. (2015). Social media marketing (SMM) strategies for small to medium enterprises (SMEs). International Journal of Information, Business and Management, 7(4), 86-98.
Kumar, B., Asheq, A. A., Rahaman, M., & Karim, M. M. (2019). Determinants of Social Media Marketing Adoption among SMEs: A Conceptual Framework. Academy of Marketing Studies Journal, 23(3), 1–6.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70.
Mathieson, A., & Wall, G. (1982). Tourism, economic, physical and social impacts. Longman.
Malcolm, F., & John, L. (2000). Dark tourism: the attraction of death and disaster. Moffat Centre for Travel and Tourism business development. Glasgow, Caledonian University, Escocia.
Niemelä, T. (2010). Motivation factors in dark tourism: Case: House of terror. Retrieved from https://www.theseus.fi/bitstream/handle/10024/14984/Niemela_Titta.pdf?
Nguyen, V. H., & Wang, Z. (2011). Practice of online marketing with social media in tourism destination marketing: The case study of VisitSweden, Sweden. Retrieved from https://www.diva-portal.org/smash/get/diva2:424450/FULLTEXT02
Orabi, M., Mouheb, D., Al Aghbari, Z., & Kamel, I. (2020). Detection of bots in social media: A systematic review. Information Processing & Management, 57(4), 102250.
Poynter, R. (2010). The handbook of online and social media research: Tools and techniques for market researchers. John Wiley & Sons.
Shaw, G., & Williams, A. M. (1994). Critical issues in tourism: A geographical perspective. Blackwell Publishers.
Rahaman, M. A., Ali, M. J., Mamoon, Z. R., & Asheq, A. A. (2020). Understanding the Entrepreneurial Intention in the Light of Contextual Factors: Gender Analysis. The Journal of Asian Finance, Economics, and Business, 7(9), 639-647.
Sharif, A. M., & Karim, M. (2017). Influence of job analysis program on employees: a study on selected companies of Bangladesh. International Journal of Scientific and Engineering Research, 8(5), 1221-1225.
Strange, C., & Kempa, M. (2003). Shades of dark tourism: Alcatraz and Robben Island. Annals of tourism research, 30(2), 386-405.
Stone, P. (2005). Dark Tourism Consumption-A call for research. E-Review of Tourism Research (eRTR), 3(5), 109-117.
Stone, P., & Sharpley, R. (2008). Consuming dark tourism: A thanatological perspective. Annals of tourism Research, 35(2), 574-595.
Tu, B., Bhowmik, R., Hasan, M., Asheq, A. A., Rahaman, M., & Chen, X. (2021). Graduate Students’ Behavioral Intention of toward Social Entrepreneurship: Role of Social Vision, Innovativeness, Social Proactiveness, and Risk Taking. Sustainability, 13(11), 6386.
Akhter, A., Hossain, M. U., & Asheq, A. A. (2020a). Influential factors of social entrepreneurial intention in Bangladesh. The Journal of Asian Finance, Economics, and Business, 7(8), 645-651.
Akhter, A., Asheq, A. A., Hossain, M. U., & Karim, M. K. (2020b). Exploring customer intentions to adopt mobile banking services: Evidence from a developing country. Banks and Bank Systems, 15(2), 105-116.
Akhter, A., Karim, M. M. & Islam, K. M. A. (2021). The impact of emotional intelligence, employee empowerment and cultural intelligence on commercial bank employees’ job satisfaction. Banks and Bank Systems, 16(4), 11-21.
Asheq, A. A., Tanchi, K., Kamruzzaman, M., & Karim, M. M. (2021). The impact of e-marketing orientation, technological orientation and learning capacity on online SME performance. Innovative Marketing, 17(3), 168-179.
Asheq, A. A., & Hossain, M. U. (2019). SME Performance: Impact of Market, Customer and Brand Orientation. Academy of Marketing Studies Journal, 23(1), 1–9.
Ara, E., Akhter, A., & Hoque, M. A. (2015). Analyzing the Changes of Preference Factors of Billboard by the Gender, Age & Occupation of Customer: A Study on Dhaka City. AIUB Journal of Business and Economics, 12(1), 81-100.
Ali, M. C., Islam, K. A., Chung, S. J., Zayed, N. M., & Islam, K. M. A. (2021). The Correlation Between Job-Hopping Attitude and Turnover Behavior: A Job Satisfaction Perspective in Bangladesh. International Journal of Business and Management Future, 5(1), 14-26.
Ali, M. C., Islam, K. M. A., Chung, S. J., Zayed, N. M., & Afrin, M. (2020). A Study of Green Human Resources Management (GHRM) and Green Creativity for Human Resources Professionals. International Journal of Business and Management Future, 4(2), 57-67.
Baqir, M., Hussain, S., Waseem, R., & Islam, K. M. A., (2020). Impact of Reward and Recognition, Supervisor Support on Employee Engagement. American International Journal of Business and Management Studies, 2(3), 8-21.
Batool, N., Hussain, S., Baqir, M., Islam, K. M. A., & Hanif, M. (2021). Role of HR Technology And Training For The Development Of Employees. International Journal of Business and Management Future, 5(1), 1-13.
Al-Masud, T. M. M. (2015). Tourism marketing in Bangladesh: What, why and how. Asian Business Review, 5(1), 13-19.
Foley, M., & Lennon, J. J. (1996). JFK and dark tourism: A fascination with assassination. International Journal of Heritage Studies, 2(4), 198-211.
Hossain, M. U., & Asheq, A. A. (2020). Do leadership orientation and proactive personality influence social entrepreneurial intention? International Journal of Management and Enterprise Development, 19(2), 109-125.
Hossain, M. U., & Asheq, A. A. (2019). The role of entrepreneurial orientation to SME performance in Bangladesh. International Journal of Entrepreneurship, 23(1), 1-6.
Hossain, M. U., Asheq, A. A., & Arifuzzaman, S. M. (2019). Entrepreneurial intention of Bangladeshi students: impact of individual and contextual factors. Problems and Perspectives in Management, 17(4), 493-503.
Islam, K. M. A., & Bhuiyan, A. B. (2021). Determinants of the effectiveness of internal Shariah audit: Evidence from Islamic banks in Bangladesh. The Journal of Asian Finance, Economics, and Business, 8(2), 223-230.
Islam, K. M. A., & Barghouthi, O. A. (2017). Risk Management of Islamic Banking: An Islamic Perspective. International Journal of Islamic Banking and Finance Research, 1(1), 25-28.
Islam, K. M. A., & Miajee, M. R. K. (2018). Small and Medium Enterprises (SMEs) Financing in Bangladesh: A Review of Literature. International Journal of Small and Medium Enterprises, 1(1), 11-15.
Islam, K. M. A. (2016a). Financial Performance Comparison of Top-Rated Banking Financial Institutions (BFIs) of Bangladesh. Indian Journal of Science, 23(85), 669-697.
Islam, K. M. A. (2016b). Factors influencing consumers purchase decision: a case study of Pantene shampoo. Indian Journal of Science, 23(88), 910-923.
Islam, K. M. A. (2016c). Corporate Governance: Conjecture and Modernism. Indian Journal of Science, 23(86), 798-817.
Islam, K. A., Alam, I., & Al-Amin, D. M. (2015). Foreign exchange operation of private commercial banks in Bangladesh: A case study on AB Bank Limited. International Journal of Innovative Research and Creative Technology, 1(3). 296-304.
Hossain, S. A., Islam, M. N., Mahmud, M. S., & Islam, K. A. (2017). Evaluation of Financial Performance of Commercial Banks in Bangladesh: Comparative Study Based on CAMEL Approach. The Millennium University Journal, 2(1), 54-77.
Islam, K. A. (2015). Throughput accounting: a case study. International Journal of Finance and Banking Research, 1(2), 19-23.
Islam, K. A., & Barghouthi, O. A. (2017). Risk Management of Islamic Banking: An Islamic Perspective. International Journal of Islamic Banking and Finance Research, 1(1), 25-28.
Islam, K. M., Sadekin, M. S., Rahman, M., Chowdhury, M., & Haque, A. (2021). The impact of Shariah supervisory board and Shariah audit committee on CSR adoption at Islamic banks. Journal of Asian Finance, Economics and Business (JAFEB), 8(3), 479-485.
Jahan, N., Ali, M. J., & Al Asheq, A. (2020). Examining the key determinants of customer satisfaction Internet banking services in Bangladesh. Academy of Strategic Management Journal, 19(1), 1-6.
Joachim, N. (2013). Investigating the challenges of promoting dark tourism in Rwanda. GRIN Verlag.
Karim, M. M., Bhuiyan, M. Y. A., Nath, S. K. D., & Latif, W. B. (2021). Conceptual Framework of Recruitment and Selection Process. International Journal of Business and Social Research, 11(02), 18-25.
Karimi, S., & Naghibi, H. S. (2015). Social media marketing (SMM) strategies for small to medium enterprises (SMEs). International Journal of Information, Business and Management, 7(4), 86-98.
Kumar, B., Asheq, A. A., Rahaman, M., & Karim, M. M. (2019). Determinants of Social Media Marketing Adoption among SMEs: A Conceptual Framework. Academy of Marketing Studies Journal, 23(3), 1–6.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70.
Mathieson, A., & Wall, G. (1982). Tourism, economic, physical and social impacts. Longman.
Malcolm, F., & John, L. (2000). Dark tourism: the attraction of death and disaster. Moffat Centre for Travel and Tourism business development. Glasgow, Caledonian University, Escocia.
Niemelä, T. (2010). Motivation factors in dark tourism: Case: House of terror. Retrieved from https://www.theseus.fi/bitstream/handle/10024/14984/Niemela_Titta.pdf?
Nguyen, V. H., & Wang, Z. (2011). Practice of online marketing with social media in tourism destination marketing: The case study of VisitSweden, Sweden. Retrieved from https://www.diva-portal.org/smash/get/diva2:424450/FULLTEXT02
Orabi, M., Mouheb, D., Al Aghbari, Z., & Kamel, I. (2020). Detection of bots in social media: A systematic review. Information Processing & Management, 57(4), 102250.
Poynter, R. (2010). The handbook of online and social media research: Tools and techniques for market researchers. John Wiley & Sons.
Shaw, G., & Williams, A. M. (1994). Critical issues in tourism: A geographical perspective. Blackwell Publishers.
Rahaman, M. A., Ali, M. J., Mamoon, Z. R., & Asheq, A. A. (2020). Understanding the Entrepreneurial Intention in the Light of Contextual Factors: Gender Analysis. The Journal of Asian Finance, Economics, and Business, 7(9), 639-647.
Sharif, A. M., & Karim, M. (2017). Influence of job analysis program on employees: a study on selected companies of Bangladesh. International Journal of Scientific and Engineering Research, 8(5), 1221-1225.
Strange, C., & Kempa, M. (2003). Shades of dark tourism: Alcatraz and Robben Island. Annals of tourism research, 30(2), 386-405.
Stone, P. (2005). Dark Tourism Consumption-A call for research. E-Review of Tourism Research (eRTR), 3(5), 109-117.
Stone, P., & Sharpley, R. (2008). Consuming dark tourism: A thanatological perspective. Annals of tourism Research, 35(2), 574-595.
Tu, B., Bhowmik, R., Hasan, M., Asheq, A. A., Rahaman, M., & Chen, X. (2021). Graduate Students’ Behavioral Intention of toward Social Entrepreneurship: Role of Social Vision, Innovativeness, Social Proactiveness, and Risk Taking. Sustainability, 13(11), 6386.
Published
2022-01-21
How to Cite
Molla, M. R., Lima, F. S., & Tareq, S. M. H. (2022). ANALYZING THE USE OF DIFFERENT SOCIAL MEDIA MARKETING TECHNIQUES APPLIED BY DARK TOURISM SPOTS TO ATTRACT THE ATTENTION OF DARK TOURISTS: A STUDY ON DIFFERENT SOCIAL MEDIA MARKETING TECHNIQUES OF BANGABANDHU MEMORIAL MUSEUM IN DHAKA. American International Journal of Multidisciplinary Scientific Research, 12(1), 1-24. https://doi.org/10.46281/aijmsr.v12i1.1556
Issue
Section
Research Paper/Theoretical Paper/Review Paper/Short Communication Paper
Copyright (c) 2022 Mijanur Rahman Molla, Fahima Sultana Lima, Sk. Md. Hassan Tareq
This work is licensed under a Creative Commons Attribution 4.0 International License.
