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Survey analyzes total digital online content affecting tourist behavioral intention, suggesting satisfaction and trust play a key mediating role.
Digital transformation has driven travelers to rely on online information as a basis for making travel decisions. This study aims to analyze the influence of Total Digital Online Content (TDOC), which consists of Online Information Quality (OIQ) and Visual Appeal, on Tourist Behavioral Intention (TBI), represented through Revisit Intention and Willingness to Recommend. Furthermore, the study examines the mediating role of Satisfaction and Trust in strengthening this relationship. Data were collected through a survey of users of digital tourism platforms and analyzed using the Structural Equation Modeling (SEM) approach. The results show that both OIQ and Visual Appeal have a significant influence on user satisfaction and trust, which in turn have a positive impact on tourist behavioral intention. The mediation by satisfaction and trust is proven to be significant in bridging the influence of TDOC on TBI. These findings highlight the importance of providing high quality and visually appealing information in building user trust and loyalty toward digital tourism destinations.
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Sophiandanie et al. (2025) studied this question.
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