Impact of social media on destination brand image, tourist satisfaction and behavioral intentions of tourist visiting Pasikkudah

Abstract

Social media is generally adopted as an important platform in providing tourisminformation and services as well as destination marketing in this era. The aim of thisstudy is to explore how social media influences on overall destination image, overalltourist satisfaction and tourist behavioral intentions in the tourism destination analyzedfrom a tourists’ perspectives. This study proposes a structural model of the relationshipamong social media (SM), overall destination image (DD), overall tourist satisfaction(VS) and tourist behavioral intentions (BI). Tourists of Pasikuda were selected as thesamples in this study. One hundred and forty-two usable questionnaires were collected.The proposed hypothesized model was tested by linear multiple regression in SPSS.‘The results demonstrate the causal relationship among social media, destination image,tourist satisfaction and behavioral intentions. Pasikuda Tourist are generally satisfiedwith the tourism iriformation of destination presented by social media, which has ledpositive tourists’ behavioral intentions in general. The findings indicate that socialmedia as a tourism information and services platform could be used to influence thebehavioral intentions of tourists. Last but not least, its contribution and implications forthe tourist destination so as the limitation as well as future study were discussed in thisstudy.