Unlocking The Power Of Trust: How High Quality Social Media Content Influences Travel Intentions

Abstract

In an era where digital platforms shape consumer decisions, this study examines the profound impact of tourism related social media information on consumer travel intentions, with the mediating role of destination trust. For this purpose, purposive sampling technique was used, and data were collected from the 402 consumers in which 68% were male and 31% were female. Additionally, 58% participants revealed that they had gone 1-3 international trips in the past two year. Overall, participants have generally positive attitudes regarding online information, destination trust, and travel intentions. Furthermore, quality of tourism related information had a significant positive effect on consumer travel intentions. Similarly, the quality of tourism related information has a positive effect on trust and destination trust has a positive significant association with consumer travel intentions. Companies and destination marketing agencies can utilize this information to enhance their online reputation and visibility.