The Influence of Digital Marketing and Fomo for Tourist Destinations on Social Media on Tourist Behavior

This study aims to analyze the influence of digital marketing and the phenomenon of Fear of Missing Out (FoMO) on tourists’ behavioral intentions in the context of family tourism destinations through social media. The research adopts a quantitative approach using data collected via questionnaires distributed to respondents who had engaged with online tourism content. The data analysis technique used in this study is Structural Equation Modeling (SEM) based on Partial Least Squares (PLS), with the assistance of SmartPLS 4.0 software. PLS-SEM was chosen due to its capability to simultaneously analyze relationships among latent variables and its suitability for predictive models and non-normally distributed ordinal data. The analysis consisted of two stages: evaluating the measurement model for construct validity and reliability, and evaluating the structural model to examine inter-construct relationships. The findings indicate that tourists’ perceptions of the quality of tourism destination online content (TDOC) and FoMO significantly influence satisfaction, digital interaction, and behavioral intentions, including intentions to revisit and to share recommendations (eWOM). This study provides both theoretical and practical contributions to the development of psychologically grounded digital marketing strategies for family tourism destinations in the age of social media.