Digital Marketing of Hospitality and Tourism Organizations

Abstract

The present research sought to shed light on the ways in which digital marketing techniques, the development of an image of the destination, and digital interactions influence the behavioural intentions of tourists. The aim of this research was to find out how different forms of digital marketing influence possible visitors' decisions to travel to different locations in Saudi Arabia. This study involved 323 total visitors from all around the world who visited several areas of Saudi Arabia. Structured questionnaires used to evaluate research variables helped to acquire information. The study was done using a structural equation modelling (SEM) application called Adanco, which let one investigate the mediating effects and relationships extensively. The results reveal that tourists' intentions to visit particular sites are directly and significantly influenced by digital marketing techniques. Moreover, the image of the destination has a major mediating function since it shows how digital marketing campaigns change customers' perceptions and finally their choice to attend. Digital marketing interactions help tremendously to improve tourists' involvement and intention formation. This paper demonstrates the transforming potential of digital marketing in marketing of tourism destinations. It underlines the need of leveraging digital channels to advertise places, involve viewers, and change perceptions. The results of the study might be used by tourism stakeholders to maximise digital marketing expenditure and increase world tourism competitiveness.