Title: The influence of digital marketing on tourists' behavioural intentions from social networks and e-WOM interactions

Authors: Miriam R. Aziz; Adel F. Al Alam

Addresses: USEK Business School, Holy Spirit University of Kaslik, P.O. Box 446 Jounieh, Lebanon ' USEK Business School, Holy Spirit University of Kaslik, P.O. Box 446 Jounieh, Lebanon

Abstract: This study aims to examine the influence of social networks and electronic word of mouth (e-WOM) on tourists' behaviour from the perspective of destination image and satisfaction. Data are collected on a purposive sample of 1,600 tourists visiting and/or travelling to Lebanon in 2019. Exploratory factor analysis (EFA) is used to extract the factor structure and verify the validity and reliability of the measurement model. Structural equation modelling (SEM) is used to examine the conceptual model, which confirms e-WOM has a positive significant impact on destination image, which in turn has a significant impact on tourists' satisfaction. Key results of this work provide practical insights for the tourism industry organisations in order to build and enhance their competitive advantage destination based on consumers' intentions.

Keywords: e-WOM; tourism; social networks; consumer behaviour.

DOI: 10.1504/IJIMA.2024.139298

International Journal of Internet Marketing and Advertising, 2024 Vol.20 No.3/4, pp.364 - 385

Received: 17 Mar 2022
Accepted: 28 Jul 2022
Published online: 01 Jul 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article