Journal of Tourism and Development

Journal of Tourism and Development

Investigating the Effect of Understanding the Online Content of the Tourist Destination on the Behavioral Intentions of tourists; Mediating Role of Satisfaction and Digital Marketing Interaction (Case of: Tourists of Mashhad)

Document Type : Original Article

Authors
1 M.Sc. Student in Marketing Management, Attar institute of higher education, Mashhad, Iran.
2 Assistant Professor, Marketing Dept., Faculty of Management, Attar institute of higher education, Mashhad, Iran
3 Assistant Professor, Mathemathics Dept., Faculty of Management, Attar institute of higher education, Mashhad, Iran.
10.22034/jtd.2025.496157.3003
Abstract
The purpose of this research was to investigate the effect of understanding the online content of a tourist destination on the tourists' behavioral intentions through the mediating role of tourists' satisfaction and digital marketing interactions. This research is a survey in terms of practical purpose and implementation method. The statistical population of this research is all Citizens of Mashhad over 18 years of age who have traveled in the last two years. Based on Morgan's table, 384 samples have been considered in the random sampling method. The data collection tool was the standard questionnaire of Armutko et al. (2023). To measure face validity according to experts, convergent and divergent validity and factor analysis have been used. Cronbach's alpha and composite reliability were used to measure reliability. Its total Cronbach's alpha value was estimated at 0.863, which is within the acceptable range. Data analysis has been done in the descriptive statistics section with SPSS 27 software and for hypothesis testing with the structural equation modeling method and SmartPLS 3 software. The results showed that understanding the online content of the tourist destination has a positive and significant effect on tourists' satisfaction, behavioral intentions, and digital marketing interactions. Also, tourists' satisfaction and digital marketing interactions have a positive and significant impact on tourists' behavioral intentions. Finally, the findings indicate the impact of understanding the online content of the tourist destination on the tourists' behavioral intentions through the mediating role of tourists' satisfaction and digital marketing interactions among tourists in Mashhad.
Keywords

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