DOMESTIC TOURISTS’ PERCEPTIONS OF THE INTENTION TO USE DIGITAL MARKETING TOOLS AND PLATFORMS

This study built its premise upon the notion that digital technologies have created new bridges for communication between tourists and marketers. The study aims to determine the influence of domestic tourists’ perceptions on the intention to use digital marketing tools and platforms. Based on the Technology Acceptance Model and the updated DeLone and McLean Information Systems, regression analyses were used to test the hypotheses based on 401 surveys conducted with tourists using self-administered questionnaires. Surveys were selected following a non-probability, convenience procedure and stratified proportional sampling technique. The study findings highlight that perceived usefulness, information quality, system quality, service quality and user satisfaction are significantly related to the intention to use digital marketing tools and platforms. The success of digital marketing strategies employed by tourism marketers depends on tourists’ use and adoption of tourism digital marketing tools and platforms. The study findings have policy and practical implications for policymakers, managers and marketers in developing effective and efficient digital marketing strategies that meet tourists’ needs and expectations.