Influence of social media marketing efforts, e-reputation and destination image on intention to visit among tourists: application of S-O-R model

Purpose This paper aims to explore the influence of e-reputation, destination image and social media marketing efforts (SMME) on the intention to visit among tourists. The relationships are examined through the lens of the stimuli-organism-response (S-O-R) theory. Design/methodology/approach The responses were recorded from 209 domestic and international tourists who stayed in five-star hotels at Khajuraho, a UNESCO world heritage site in India. PLS-SEM was used to test the proposed hypotheses. Findings The findings revealed a significant positive relationship between SMME, e-reputation and destination image. The results also indicated that destination image fully mediated the relationship between e-reputation, destination image, SMME and visit intention. Practical implications The research would enables tourism organizations to develop strategies and reap benefit from the information posted and shared by tourists on various social media platforms and gain a competitive edge over competitors. Originality/value Testing the relationship between e-reputation and destination image as a mediator between SMME and intention to visit is a relatively novel idea. Previously, no attempt had been made to measure the influence of e-reputation related to destination image and intention to visit as supported by the S-O-R theory. This study provides empirical information on destination image and e-reputation building and the role of social media. It helps tourism managers create social media marketing strategies.