Influence of social media marketing efforts, e-reputation and destination image on intention to visit among tourists: application of S-O-R model

What is it about?

The article explores the influence of e-reputation, destination image and social media marketing efforts (SMME) on the intention to visit among tourists. The relationships are examined through the lens of Stimuli-Organism-Response (S-O-R) theory. The responses were collected from 209 domestic and international tourists who stayed in five star hotels located at Khajuraho, a UNESCO world heritage site in India. PLS-SEM was used to assess the proposed hypotheses. The findings revealed a significant and positive relationship between SMME, e-reputation and destination image. The results also indicated that destination image fully mediated the relationship between e-reputation, destination image, SMME and visit intention. The article further discusses research and managerial implications for destination management offices and limitations and directions for future research. This paper offers a new perspective into the parts of SMME, destination image and e-reputation towards influencing the visit intention of the tourists.

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