Social media marketing campaigns of DMOs for promoting sustainable travel: The case of Thailand

This study aims to investigate how social media marketing campaigns for sustainable tourism impact Dutch travellers' decision-making processes when planning a holiday. A mixed-methods approach was employed, combining a social media content analysis of Thailand's sustainable tourism campaigns with an online questionnaire targeting the Dutch market. The survey collected responses from 377 participants. Thailand launched the "Sustainable Thailand" campaign. It provides insights for the travel industry, stakeholders, and destination management organisations (DMOs) regarding social media campaigns promoting sustainable destinations. Findings reveal that Dutch tourists are less influenced by social media content when they have existing travel plans; however, social media can still influence decisions when concrete plans have not been made. Social media marketing's primary role is to inspire, educate, and encourage Dutch tourists, with DMO Facebook, Instagram, and YouTube pages serving as key information sources for accommodations and activities. Dutch tourists do not consider sustainability a key factor in their decision-making process for selecting a destination. They contend that Destination Marketing Organisations (DMOs) should advocate for sustainable tourism through social media and exhibit a greater propensity to visit destinations that endorse sustainable practices rather than those that emphasise the adverse impacts of tourism.