Social Media Communication and Visit Intention: The Roles of Destination Awareness, Involvement, and Familiarity

초록

The present study employs the Stimulus–Organism–Response (SOR) framework to examine how eWOM, DMO-generated content, tourist-generated content influence tourists’ involvement, familiarity, cultural familiarity, destination awareness, and ultimately their intention to visit South Korea Data collected from 325 potential tourists in Uzbekistan were analyzed using structural equation modeling. The findings reveal that electronic word-of-mouth (eWOM) and DMO-generated content positively influence involvement, whereas tourist-generated content has no significant effect. Involvement enhances familiarity and cultural familiarity, which subsequently increase destination awareness. Destination awareness, in turn, significantly influences visit intention. The study extends tourism marketing literature by highlighting the roles of familiarity, cultural familiarity, and destination awareness in linking social media communication to tourists’ behavioral intentions.

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