Impact of Social Media Tourism Advertisement Factors on Visit Intention of Customers

Abstract

As an increasing trend in tourism, many customers have been showing great interest in it, relying on credible and trustworthy sources of information. The purpose of this study is to examine the impact of different advertisement characteristics such as persuasive argument quality and source credibility on the visit intention of a tourist in Pakistan. This research is quantitative in nature. Questionnaire as an instrument of data collection was used to collect data from Travel-related Social Media (TSM) users. The sample size was 415 and SPSS-20 was used for data analysis. The findings of the study state that persuasive argument quality and advertisement credibility has a positive impact on tourist satisfaction, which ultimately affects the visit intentions of a tourist in Pakistan. Tourist involvement, which was taken as a moderator, proved significant in the relationship of persuasive argument quality-tourist satisfaction and on the relationship of advertisement credibility-tourist satisfaction. The finding presents significance for academia as it adds knowledge in the research, and can help marketers to make effective strategies in thisdigital era to improve the tourism industry in Pakistan

Keywords

• persuasive argument quality
• advertisement credibility
• tourist involvement
• customer satisfaction
• visit intention