The influence of digital marketing on tourists' behavioural intentions from social networks and e-WOM interactions
by Miriam R. Aziz; Adel F. Al Alam
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 20, No. 3/4, 2024

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.

Online publication date: Mon, 01-Jul-2024

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