Analysis of Destination Image on the Intention of Tourists: A Reflection on the Role of Social Media Moderation in the Hotel Industry
Subject Areas : Innovation and Invention
Seyed Hesamedin
Hedayatzadeh
1
hooshmand
bagheri garbollagh
2
Keywords: Destination Image Intention on the Tourists Social Media Marketing Hotel Industry,
Abstract :
Social media is one of the fastest growing marketing channels and now occupies more than two thirds of Internet users on the other hand, the hotel industry is one of the main pillars of tourism activity, so that, many countries, investing heavily in the hotel sector, to attract more tourists. The purpose of this study is to investigate the effect of the destination image on the intention of the tourists with regard to the role of social media moderation in the hotel industry. The population of this study includes all tourists visiting 5 star hotels Tabriz (Pars, Shahryar and Kaya). Regarding to the unlimited population, the minimum sample size at 95% confidence level and accuracy of 5% was selected using the Cochran formula 384 people. Data gathering tool was a standard questionnaire, its validity was confirmed by experts and its reliability was estimated by Cronbach' alpha coefficient. Present study is an applied research in terms of purpose and it is regarded to be a correlative descriptive research based on the way of obtaining required data. Statistical methods, descriptive and inferential statistics were used for analysis of collected data. The findings of this research show that the destination image has a positive and significant impact on the intention of the traveler. Further more, the effects of destination image on the intention of tourists with the role of social media moderation were investigated.
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