Impact of Digital Marketing Communications on Tourist Satisfaction and Revisit Intention

Abstract

This research shows how destination image affects tourist satisfaction and revisit intention, while impacting social return, memorable tourism experiences and digital marketing interactions as mediating factors. Although previous studies have mentioned how Destination Image (DI) impacts traveler behaviour, this research addresses theoretical gaps by applying new digital elements and extending the investigation to a non-Western arrangement. Deducing from the theories of planned behaviour and social exchange, the research uses a quantitative, causal methodology. 203 proper responses from Pakistani travelers were attained through an online survey. Hypotheses were checked using structural equation modelling (PLS-SEM), which analyzed both direct and serial mediation effects. The result shows that DI has a vital effect on Memorable Tourism Experience (MTE) and Social Return (SR), both of which have a positive effect on Digital Marketing Interactions (DMI). DMI is a mediator, with a vital impact on both TS and RVI. The mediation passages DI ? MTE ? DMI ? TS and DI ? SR ? DMI ? RVI were supported. According to the findings, digital interactions and post-visit behaviors are shaped by catchy experiences and social validation. By studying digital behavioral elements into destination marketing models, this study makes theoretical contributions and provides advice to tourists looking to increase satisfaction and loyalty through digital storytelling. The study also focuses on the contextualizing digital tourist models in various cultural contexts, like Pakistan.