Social media and its applications are a part of daily life in Turkey and the rest of the world. In 2022, about 80.7 % of Turkey's population (69.9 million people) spent an average of 8 h daily using the Internet, providing a significant opportunity to encourage and influence tourists' purchase intentions through social media. This study aims to determine the effects of digital marketing and social media on tourist behaviours in Turkey. This study proposes a comprehensive model for the antecedents of tourists' behavioural intentions in their destination selection that can be found in the tourist destination online content (TDOC). The quality and user-friendly accessibility of the online information provides essential clues that influence tourists' behavioural intentions (intention to visit the destination and eWOM). Tourists' level of satisfaction with their first destination visits and the digital marketing interaction channels through which they share their experiences may positively affect their repeat visits/other tourists' behavioural intentions. Therefore, this study investigates the mediator effect of satisfaction and digital marketing interactions on the behavioural intentions of tourists of Eastern origin during their destination selection. Data was collected from 264 structured questionnaires and analyzed using partial least squares structural equation (PLS-SEM) modelling. Findings show that tourists' TDOC perceptions directly affect their behavioural intentions and that tourist satisfaction has a mediator role in the relationship between tourists' TDOC perceptions and behavioural intentions. Also, the results show that satisfaction and digital marketing interactions are important determinants of the intention to visit a tourist destination and eWOM intentions. Understanding tourists' perspectives on destination choice is crucial for policy makers, businesses and marketers as it will help formulate appropriate strategies to increase destination visits. In this respect, it is recommended to develop strategies to encourage tourists to share their experiences and satisfaction levels through digital marketing channels by improving the quality of products and services. Finally, the population of this study is limited to Turkey, and future research can extend this study to countries with different cultures and make new contributions to the related literature.
Underpinned by integrating self-determination and source credibility theories (SCT), this paper investigates the focal roles of memorable local food experiences (MLX) and travel influencer endorsement (TIE) on revisit intention. A questionnaire was used to collect data from 513 TikTok influencers (individuals who frequently post videos on TikTok and have a large number of followers). A purposive sampling technique is used to collect data from TikTok influencers who create videos about food tourism in Pakistan. SmartPLS 4.4 was used with PLS-SEM. The empirical results suggest a positive and significant linkage of culinary memorable experience factors with MLX. The focal effects of MLX and TIE on revisit intention are significantly positive. Our findings further revealed that MLX partially mediated the linkage of culinary memorable experience factors with revisit intention, while TIE strengthened the positive relationship between MLX and revisit intention. The study's findings influence travel agents, local food providers, and marketing specialists who develop marketing strategies for local food tourism and online trip purchasing.