The Impact of Destination Advertising and Social Networks on Tourist Decision-Making: A Comparative Analysis

Objective: This study aims to examine the impact of destination advertising and social networks on tourist decision-making. It is applied in purpose and descriptive-survey in methodology. Methodology: The statistical population includes tourists and tourism professionals in the city of Tabriz, including travel agencies and tourism-related organizations. A random sampling method was employed, and the sample size of ۳۸۴ individuals was determined using Cochran's formula for infinite populations. Data were collected through library research for theoretical foundations and a researcher-developed questionnaire for field data. Descriptive and inferential statistics, as well as structural equation modeling in Smart PLS software, were used for data analysis. Findings: The results indicated that both destination advertising and social networks have a significant impact on tourist decision-making. Destination advertising plays an important role in shaping tourists' expectations and travel motivations, thereby increasing the destination's appeal. Additionally, social networks, by sharing experiences of other tourists, images, information, and facilitating social interactions, have a direct impact on destination selection. A comparison of results showed that, among these two factors, social networks exert a stronger influence on tourist decision-making than traditional destination advertising.

کلیدواژه ها:

Destination advertising ، social networks ، tourist decision-making ، tourism marketing