Impact Of Social Media Promotional Activities On Tourists’ Attitude Towards Destination And Intention To Travel

Abstract

This paper explores the intricate connections within the tourism industry, specifically examining the interplay among social media promotional activities, attitudes towards destinations, and travel intentions. Utilizing 232 valid questionnaires, a robust analysis incorporating exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM) was employed to scrutinize the proposed hypotheses. The statistical outcomes unequivocally validate the significant impact of social media promotional activities on shaping attitudes towards destinations and influencing travel intentions. Moreover, the findings underscore a consequential association between tourists' attitudes towards destinations and their intentions to travel. The study not only provides valuable insights into these dynamics but also discusses limitations and presents marketing implications for future research and industry practices.