The impact of online marketing on tourists' visit intention: Mediating roles of trust

Purpose: Making social media the landscape of travel decision-making has a significant transformation, and become adept at catering to the specific needs and preferences of travelers. This study examined the impact of online marketing on tourists’ visit intention: mediating roles of trust. The study investigated the relationship among electronic word of mouth (eWoM), customer online reviews, official website reviews, and travel intention.

Methods: This study utilized a quantitative approach, and this study collected data from travelers who wanted to depart for traveling. The data analysis used the Structural Equation Modeling Partial Least Square (SEM-PLS) with the software smart-PLS.

Results: Through the influence of e-WoM, online customer reviews, and official website reviews, can effectively leverage online platforms and social media to shape positive perceptions and attract more visitors to come and visit the destination. Furthermore, the findings of the study bridge the gap in the literature by investigating the influence of e-WoM, online customer reviews, and official website reviews on travel visit intention in destinations.  

Implications: The findings will not only contribute to theoretical knowledge but also will offer valuable practical implications for travelers to visit destinations and to promote tourism to the evolving needs of travelers in the digital era.