Volume 1, Issue 2 (Summer 2025)
2025, 1(2): 109-132 |
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safarabadi A, mokhtary F, Moaven Z. Investigating the Relationship Between Online Advertising and Travel Intentions in Ecotourism: The Case of Isfahan City. Geography and Tourism Planning 2025; 1 (2) :109-132
URL: http://gtp.khu.ac.ir/article-1-53-en.html
URL: http://gtp.khu.ac.ir/article-1-53-en.html
1- Assistant Professor, Shiraz University , a.safarabadi@shirazu.ac.ir
2- Master's degree, Shiraz University
3- Assistant Professor, Shiraz University
2- Master's degree, Shiraz University
3- Assistant Professor, Shiraz University
Abstract: (144 Views)
Advances in internet-based information technologies have transformed tourism-related data and significantly influenced travelers' planning and decision-making processes. The expansion of internet access has led to a remarkable growth in websites and social networks, turning them into effective tools for attracting tourists. Users of these platforms share their travel experiences and opinions, which serve as valuable informational references for other tourists. This study aims to analyze the impact of digital marketing on ecotourists' behavioral intentions, considering the mediating role of destination image in Isfahan. The research is applied in purpose and descriptive-survey in method. A non-probability convenience sampling technique was employed among ecotourists in Isfahan, and data were collected through questionnaires. Data analysis was conducted at both descriptive and inferential levels. The results indicate that website-based marketing does not have a significant effect on tourists' behavioral intentions or destination image. In contrast, social media marketing positively and significantly influences both behavioral intentions and destination image. Additionally, electronic word-of-mouth (eWOM) on digital platforms shows a notable impact on tourists' behavioral intentions and destination image. Furthermore, destination image directly affects tourists' willingness to choose ecotourism destinations. Finally, the findings suggest that social media advertising can serve as an effective strategy in shaping positive tourist attitudes and behaviors toward ecotourism destinations.
Type of Study: Articles extracted from Thesis |
Subject:
Special
Received: 2025/03/8 | Accepted: 2025/05/7 | Published: 2025/07/7
Received: 2025/03/8 | Accepted: 2025/05/7 | Published: 2025/07/7
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