Understanding How Social Media Information Intensity Drives Choices in Tourism Destinations: an Exploratory Study
Year: 2025
Type: article
Study design: Observational Study
Abstract: Social media platforms have fundamentally changed the way tourists discover, evaluate and select destinations by amplifying electronic word of mouth. This study examines the role of information intensity, a critical dimension of electronic word of mouth, in influencing the successive decision stages of awareness, interest, evaluation, trial, and destination choice. Partial Least Squares Structural Equation Modeling was used to collect survey data from 100 active social media users from Algeria who had recently planned or selected a travel destination. The results show that information intensity has a significant effect on awareness and directly influences destination choice, with intermediate constructs such as interest, evaluation and trial playing an important mediating role. These results underline the importance of high quality, engaging content in increasing awareness and acceptance of destinations.
Source: CACTUS
Authors: Maouahib Zerouati, Asma Boukhaoua
Institution: University Ferhat Abbas of Setif
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4410415393