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

Ruturaj Baber (Symbiosis Centre for Management Studies, Nagpur, India) (Symbiosis International (Deemed University), Pune, India)
Prerana Baber (School of Studies in Management, Jiwaji University, Gwalior, India)

Journal of Hospitality and Tourism Insights

ISSN: 2514-9792

Article publication date: 13 December 2022

152

Abstract

Purpose

This paper aims to explore 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 the stimuli-organism-response (S-O-R) theory.

Design/methodology/approach

The responses were recorded from 209 domestic and international tourists who stayed in five-star hotels at Khajuraho, a UNESCO world heritage site in India. PLS-SEM was used to test the proposed hypotheses.

Findings

The findings revealed a significant 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.

Practical implications

The research would enables tourism organizations to develop strategies and reap benefit from the information posted and shared by tourists on various social media platforms and gain a competitive edge over competitors.

Originality/value

Testing the relationship between e-reputation and destination image as a mediator between SMME and intention to visit is a relatively novel idea. Previously, no attempt had been made to measure the influence of e-reputation related to destination image and intention to visit as supported by the S-O-R theory. This study provides empirical information on destination image and e-reputation building and the role of social media. It helps tourism managers create social media marketing strategies.

Keywords

Acknowledgements

The authors acknowledge the editor in chief of the esteemed journal for allowing us to submit an article in the esteemed journal. We hope to get this article published in the esteemed journal.

Citation

Baber, R. and Baber, P. (2022), "Influence of social media marketing efforts, e-reputation and destination image on intention to visit among tourists: application of S-O-R model", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-06-2022-0270

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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