Dijital Pazarlama Etkileşiminin Turist Destinasyon Ziyaret Niyeti ve Destinasyon Bağlılığı Üzerindeki Etkisi (The Impact of Digital Marketing Interaction on Tourists’ Destination Visit Intention and Destination Loyalty)
DOI:
https://doi.org/10.21325/jotags.2025.1707Keywords:
Digital marketing, Karketing interaction, Destination loyaltyAbstract
The rise of digital marketing has become one of the most significant factors shaping tourist behavior in the tourism sector. This study examines the effect of digital marketing interaction on tourists’ intention to visit a destination and explores the moderating role of destination loyalty in this relationship. Data were collected through an online survey from 546 participants visiting Antalya and analyzed using exploratory factor analysis and regression analysis. The findings reveal that digital marketing interaction has a strong and positive effect on destination visit intention. Moreover, destination loyalty was found to play a significant moderating role in this relationship. The study emphasizes the critical importance of digital marketing in influencing tourist behavior and suggests that destination marketers should holistically manage loyalty and engagement strategies.
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