Institute of Social Sciences, Business and Marketing Administration, Türkiye.
Institute of Social Sciences, Business and Marketing Administration, Igd ı r University, Türkiye.
Acta Psychol (Amst). 2023 Oct;240:104025. doi: 10.1016/j.actpsy.2023.104025. Epub 2023 Sep 21.
Social media and its applications are a part of daily life in Turkey and the rest of the world. In 2022, about 80.7 % of Turkey's population (69.9 million people) spent an average of 8 h daily using the Internet, providing a significant opportunity to encourage and influence tourists' purchase intentions through social media. This study aims to determine the effects of digital marketing and social media on tourist behaviours in Turkey. This study proposes a comprehensive model for the antecedents of tourists' behavioural intentions in their destination selection that can be found in the tourist destination online content (TDOC). The quality and user-friendly accessibility of the online information provides essential clues that influence tourists' behavioural intentions (intention to visit the destination and eWOM). Tourists' level of satisfaction with their first destination visits and the digital marketing interaction channels through which they share their experiences may positively affect their repeat visits/other tourists' behavioural intentions. Therefore, this study investigates the mediator effect of satisfaction and digital marketing interactions on the behavioural intentions of tourists of Eastern origin during their destination selection. Data was collected from 264 structured questionnaires and analyzed using partial least squares structural equation (PLS-SEM) modelling. Findings show that tourists' TDOC perceptions directly affect their behavioural intentions and that tourist satisfaction has a mediator role in the relationship between tourists' TDOC perceptions and behavioural intentions. Also, the results show that satisfaction and digital marketing interactions are important determinants of the intention to visit a tourist destination and eWOM intentions. Understanding tourists' perspectives on destination choice is crucial for policy makers, businesses and marketers as it will help formulate appropriate strategies to increase destination visits. In this respect, it is recommended to develop strategies to encourage tourists to share their experiences and satisfaction levels through digital marketing channels by improving the quality of products and services. Finally, the population of this study is limited to Turkey, and future research can extend this study to countries with different cultures and make new contributions to the related literature.
社交媒体及其应用是土耳其乃至世界日常生活的一部分。2022 年，土耳其约 80.7%的人口（6990 万人）每天平均花费 8 小时上网，这为通过社交媒体鼓励和影响游客的购买意愿提供了重要机会。本研究旨在确定数字营销和社交媒体对土耳其游客行为的影响。本研究提出了一个综合模型，用于预测游客在目的地选择中的行为意图，该模型可以在旅游目的地在线内容（TDOC）中找到。在线信息的质量和用户友好的可访问性提供了影响游客行为意图（访问目的地的意图和电子口碑）的重要线索。游客对首次目的地访问的满意度以及他们通过数字营销互动渠道分享体验的程度，可能会对他们的重游/其他游客的行为意图产生积极影响。因此，本研究调查了满意度和数字营销互动对东方游客在目的地选择过程中行为意图的中介效应。本研究从 264 份结构问卷中收集数据，并使用偏最小二乘结构方程（PLS-SEM）模型进行分析。研究结果表明，游客对 TDOC 的感知直接影响他们的行为意图，游客满意度在游客对 TDOC 的感知和行为意图之间的关系中起着中介作用。此外，研究结果表明，满意度和数字营销互动是游客访问旅游目的地和电子口碑意图的重要决定因素。了解游客对目的地选择的看法对决策者、企业和营销人员至关重要，因为这有助于制定增加目的地访问量的适当策略。在这方面，建议制定策略，通过提高产品和服务的质量，鼓励游客通过数字营销渠道分享他们的体验和满意度。最后，本研究的研究对象仅限于土耳其，未来的研究可以将这项研究扩展到具有不同文化的国家，并为相关文献做出新的贡献。
