Influence of Muslim Friendly Tourism Organisation Facebook Post on Online Engagement

Abstract

Social media has tremendously changed the way people gather information on products and services. Muslim-friendly tourism organisations utilised social media and developed its whereabouts to increase awareness and engagement with the online community on Muslim-friendly tourism. The type of content post that influences people's online engagement is crucial to determining the content that attracts online interaction. This paper aims to examine the kind of expected content to have an impact on influencing online engagement. The data were extracted from four Muslim friendly tourism organisations Facebook pages and analysed using ANOVA. This study resulted in the type of content post that exerts a significant effect in influencing online engagement. This finding hopefully assists tourism organisations in selecting and providing relevant information to attract online engagement thus, increasing awareness and popularity towards the respective tourism organisation Facebook pages