PARTE I: TRANSFORMACIÓN DIGITAL; INNOVACIÓN; SOSTENIBILIDAD 03

EL IMPACTO DE LOS SITIOS WEB DE LOS DESTINOS Y LA SATISFACCIÓN

DEL CONTENIDO DE LAS REDES SOCIALES EN LA INTENCIÓN DE
VIAJE DEL TURISTA. REVISIÓN DE LITERATURA

Abdallah El MAICH
[email protected]
Mohamed ZNIBER
[email protected]
Research in Tourism studies
Ecole Nationale de Commerce et de Gestion d'Agadir (ENCGA)
Ibn Zohr University.Morocco

Resumen- La satisfacción de la experiencia cultural de los turistas influye en su preferencia y motivación de viaje.
Los destinos culturales competitivos son aquellos que brindan a los turistas experiencias culturales satisfactorias.
Los turistas basan sus decisiones en la información que reciben de sitios web, medios tradicionales y redes sociales
(SM). Las organizaciones de gestión de destinos y las organizaciones gubernamentales han intentado desarrollar
el diseño y el contenido de sus sitios web para que cumplan con las expectativas de los turistas. Investigaciones
recientes han estudiado el impacto de la satisfacción del contenido del sitio web del destino y la satisfacción del
contenido de las redes sociales, como la exposición cultural, la calidad del servicio, el diseño y el fácil acceso a la
información sobre la intención y el comportamiento de los turistas. Este documento tiene como objetivo revisar
los estudios de la última década sobre el impacto de los sitios web de destino y el contenido de las redes sociales
para identificar cómo el contenido, en particular el cultural y el diseño, influyen en la intención de los turistas de
visitar. Este documento también busca revisar las teorías, modelos y marcos utilizados en estos estudios. En este
artículo también se proponen implicaciones y direcciones de estudios futuros.

Palabras clave: experiencia cultural, intención, redes sociales, turismo, satisfacción del contenido del sitio web

The Impact of Destination Websites and Social Media Content Satisfaction on Tourist’s Travel
Intention. A Literature Review

Abstract-Tourists’ cultural experience satisfaction influences their travel preference and motivation. Competitive
cultural destinations are those which provide tourists with satisfactory cultural experiences. Tourists base their
decisions on the information they receive from websites, traditional media and social media (SM). Destination
management organizations and governmental organizations have tried to develop the design and the content of
their websites so that they can meet tourists’ expectations. Recent research has studied the impact of destination
website content satisfaction and social media content satisfaction such as cultural exposure, service quality,
design, and easy access to information on tourists’ intention to visit and behaviour. This paper aims at reviewing
the last decade studies on the impact of destination online platforms’ content and design, including of social media
and official websites, on tourists’ intention to visit a destination .This paper also seeks to review the theories,
models, and frameworks used so far in these studies. Implications as well as future studies directions are proposed
in this paper.

Key words: cultural experience, intention, social media, tourism, website content satisfaction.

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INTRODUCTION

Culture has always been the essence of potential traveler's motivation towards a destination. Much research
has been conducted on the determinants of cultural experience satisfaction and factors which influence it
in different cultural destinations. Cultural tourists have been interested in cultural destinations that offer
more cultural experience which in turn permits tourist's involvement, participation and integration in
cultural destinations (Richards). The motivation to visit a destination is related to tourists' cultural
motivations and desires. The role of websites and social media platforms, therefore, is reinforcing tourists'
motivations and desires through appropriate cultural content representation. From an IT cultural
perspective, World Economic Fund (WEF 2019) reported that the number of online researches related to
a country's cultural resource can allow the level of interest to be inferred. Tourism bodies such as tourism
governmental organizations and destination management organizations (DMOs) have not only tried to
develop their website design, content and services to promote their destinations, but they also try to
represent their cultural products in a way that attracts the tourists towards the destination. People
worldwide have access to internet and look for information in websites and blogs. They also read and share
information using different sources such as traditional media, word-of-mouth and social media. Over the
last two decades traditional media have been replaced by internet websites which provide travel
information and social media even allow users to share them. IT has increasingly developed tourism and
has become an essential source of information. (Law et al 2009). Today, more than 80% of tourists plan
their travel online and their decisions to visit a destination are internet based. Tourists are increasingly
inspired by mobile applications to engage the activities of destinations (Wang et al 2012). Mass media,
social media and e-WOM have changed the way tourism information is distributed so, information
exposed through media may have an impact on individuals' experience , create a perceived image of a
destination and ultimately impact visit intention and decision making. Recent studies have examined the
impact of website characteristics and features, specifically website quality, and information system, (Tan
Jan 2009), on tourists’ satisfaction (wen 2009), their visit intentions (Bai et al 2008) as well as their
purchase intentions. Additionally, travelers today are motivated to post and share their travel-related
opinions, comments, cultural experiences and emotional situations through social media websites (Xiang
and Gretzel, 2010). Information received online has a remarkable impact on tourists’ behavior (Buhalis
2000). According to (Lu 2015 and Yang 2017), social media platforms play an important role in
disseminating information on product and services. Website and social media platform interaction permit
destination experience to consumers without visiting a destination ( Buhalis and Law 2008). Website
design , therefore, has been developed in order to facilitate information search by working on websites'
features and characteristics. (Buhalis 2008) cites that quality characteristics of travel information in
websites should influence the individual value and travel information provider. According to Jeng and
Fesenmaier (2002), travelers look for accessible and extensive travel information that stimulates online
booking. Therefore, it is essential to evaluate the quality of information provided in an online system, the
travelers' use of this system and its impact on travelers' satisfaction. Much research has tackled the issues
of authenticity, credibility and trustworthiness related to information provided in websites and social media
platforms. Also, others studies discussed the impact of content forms on these platforms' users. Moreover,
more research has been conducted on the effect of social media platforms such as user-generated-content
(UGC), promotional videos and e-Word-of-mouth on perception of destination image. Additionally, it
emphasized the role of online platform popularity in enhancing tourists use and interest.
The influence of online platforms has been discussed in terms of streams: consumer-based and supplier
based. Other research represents it by characteristics related to content, user, source, and users’ response.
Studies on the impact of websites and social media platforms on visit intention have used different
methodological theories, models and software. Some studies have manually tackled this issue using

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manual data collection, software and programs which are not much recognized in most scientific literature.
Therefore, the aim of this study is reviewing the online platforms related factors influencing travel planning
and visit intentions as well as methods and theories used in many studies conducted during the last decade
(2010-2020).
The stages of this study will be presented as follows: The second section provides background information.
The third section presents research method, the fourth draws the results and the fifth section discusses the
findings, limitations and implications on future research directions.

1. BACKGROUND INFORMATION
Recently, the source of information related to travel planning is beyond mono-directional. Consumers do
not only receive information from marketers. They rely on all sources and types of communication to make
their decisions. Their decisions are linked to many criteria among which content satisfaction and reliability
is core to their decisions. In the light of modern technology development, especially web.2, online content
such as website content, narratives, e-WOM, UGC is the primary source of information (Akrouch 2019).
Many promotional websites allow users to share their experiences by sharing content in form of comments,
opinions, videos and the like. Successful social media sites and online platforms are those which give more
access to free travel experience sharing compared to other promotional websites. Social media platforms,
promotional and marketing websites have many common attributes. Website and social media users base
their decisions not only on one single platform but rather on a combination of accessible ones. However,
much research studied the loyalty and satisfaction of users towards a given online platform by analysing
both UGC and MGC (marketer generated content). Some research has conducted inclusive studies to
evaluate the effect of different media forms and identify the degree to which a specific online platforms
whether they are blogs, mobile apps or DMO websites influence travel planning by analysing the
correlations between satisfaction variables. Most research has focused on the studying the relationship
between destination image, satisfaction, and intended behaviour (Castro and Chen 2007); Tsai & Chen
2007; Chi and Qu 2008). Studies also found that destination image is an antecedent of satisfaction and
behaviour intention (Beigee, Sanchez 2010). Online content satisfaction is broadly studied and it is
considered a strong indicator of tourists' intention to visit and recommend a destination. Therefore,
Destination promoters try to design their website by including attributes which assure users' satisfaction.
According to Assakar and Hallak (2013), satisfaction is an indicator of intention to revisit, to recommend
and loyalty (Chi and Qu 2008; Ji and Han 2010; Ryu et al (2008). Other travel research has focused on the
relationship between website quality satisfaction and purchase decisions. Among the determinants of
content satisfaction is website quality. Website quality satisfaction is linked to its design that gives access
to desirable content which is highly commercial and visually attractive. Many studies have evaluated the
impact of website quality by the use of different dimensions of website and social media design. Website
effectiveness and excellence has been measured by using 47 instruments in 55 articles. Wen (2009)
suggested three dimensions of website quality design namely: information quality, system quality and
service quality. With regard to website quality feature, Bai et al 2008 emphasized two main constructs
when evaluating tourism website: functionality and usability. Park Grezel and Sirakaya-Turk (2007)
emphasized six dimensions of website quality features, ease of us, security, information content,
responsiveness, visual appeal and fulfilment. Other research has measured website quality impact on travel
behaviour by use of design quality as mediating variable. Other studies consider website design as highly
linked to destination image (DI). Alcantara Pillar noted that cognitive evaluation of destination website is
strongly influenced by website design characteristics and mainly those related to usability (speed and ease).
Wang and Emurian 2005 has identified three components of effective website namely, visual design,
structure design, content design and social cues. According to Herzberg's model, Website design may lead

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to customer’s satisfaction or dissatisfaction. These elements are mainly related to privacy, security and
technical aspects. The other motivating elements are concerned with enjoyment, cognitive outcome and
credibility. In terms of content design, some website promoters take into consideration different customer
expectations and preferences. Therefore, changes to more culturally website design for a specific audience
are required.
Taking into consideration these factors of online platforms that influence tourist satisfaction, destination
image and ultimately behavioural intentions, a set of selective models have been adopted and different
approaches and analysis software have been used. The aim of this paper is to identify a theoretical
framework and methodologies used to address the impact of online platforms on intention to visit a
destination.
2. RESEARCH METHODS
2.1.Literature search and selection
In this review, we identified the key words related to our search and extraction. Among the search terms
and concepts used to conduct our search are: “impact of website platforms on intention to visit", "website
content satisfaction and intention to visit", "social media impact on travel planning", "online content
satisfaction and travel behaviour", "cultural experience satisfaction and behaviour intention". We used
google scholar through a search data base software that sorts out the papers, books and journal, authors
and the like in order to have access to the most recent and relevant studies. We also conducted our search
using many recognised databases including science direct, Wiley, JSTORE, IEEE, Amerland, Springer,
SAGE Elsevier and Scopus. We also used some world recognised websites and reports for statistics.
Our study based on a categorical classification in order to clearly meet our objective. As previously
mentioned, the first category is content based. The second category is related to characteristics of website
users. The third category is linked to the online platform as source characteristics. The fourth category is
response based (appendix2). As such, our paper also introduces criteria related to measurement of some
independent and dependant variables. We also included a selection of methodologies adopted by each
study such as country, data collection method, sample size, measurement tools and software, approaches
and theories adopted for each study(appendix1). Also, we included findings related to most constructs and
variables. Our study identified 28 studies published from 2010 and 2020 and we also took into
consideration reviews of other studies as complementary. Finally, we presented results, discussion and
implications for future studies.
This paper presented the geographical areas which were study cases to reviewed studies. It discusses the
determinants and characteristics of both websites and social media network sites and apps (SNS) to
recognize and draw a comparison between different online platforms' features and their direct and indirect
impact on behavioral intentions. These features are classified into content, source, user and response
characteristics. In our results, we also introduced effect measurement of some features according to their
impact level on behavioral intentions using path coefficient provided by reviewed studies.

3. RESULTS
3.1. Statistics
Appendix 1 introduces 28 social media, blogs and websites' based studies using different models and
theories. The U&G theory is used in 4 studies (14%). Planned behavior theory was adopted in 6 studies
(21%). Word-of-mouth approach was used in 4 studies (14%), SOR model and motivation theory in 2
studies. Other studies adopt other distinct theories and frameworks such as destination image theory (DI),

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Information system, Belief-desire-intention model, multimedia approach, consumer value framework,

experimental design approach and website quality satisfaction model (appendix1).
Most of reviewed studies were published in tourism journals 10 (60%), others studies were published in
different field journals. (appendix3). Many studies which tackle the effect of IT on travel destinations were
published in technology based journals. Most of reviewed studies were conducted between 2016 and 2020.
With regard to geographical distribution, 16 studies were in Asia, 7 in Europe, 1 in Africa, 2 in America.
The data collection of reviewed studies was conducted by the use of quantitative, qualitative or mixed
approach. All of them used surveys, 18 were online (62%). Others combine online surveys with modes of
data collection such as open-ended interviews ( pahlevan Sharif et al 2019) and crowdsourcing (Stangl,
Ukpab et al 2020), and Focus group (Molinilo et al 2018) and few other studies used experimental
approach (Wong lee 2016). With regard to data analysis, 70% of the studies used structural equation
modeling (SEM) approach. Studies which include multi-dimensional variables need a firm analysis of data
and rigid correlations. This method is very popular in many theoretical explorations and empirical
validations in various disciplines and fields including social sciences (Xiong, B et al 2015). In addition,
some studies used moderators and mediators to measure the indirect impact of a number of variables; this
method is recognized in recent studied (e.g. Chung & Koo et al 2015).

3.2. Determinants of consumer's attitude to use online platforms for travel planning.
This paper reviews the main antecedents of using online platforms for travel planning as dependent
variables which are directly or indirectly related to attitude and travel intention. Many variables such as
credibility, ease of use, novelty, reliability, satisfaction, interestingness, popularity, attitude and intention
are emphasized in information and technology (IT) field. Koo, Joun et al (2013 and 2016) , for instance,
concluded that the impact of media culture and travelers' media culture experience on visit intention
through online platforms’ content satisfaction, including social media content satisfaction, is highly
significant. Chung Lee et al (2015) confirmed the impact of user website satisfaction on intention to visit
a destination through intention to use characteristic. Pahleva Sharif et al (2019) studied the effect on online
page popularity on visit intentions through attitude and found that this feature diminishes the negative
effect of online stories of users on visiting attitude. Using S-O-R model, Cheung, Ting et al measured the
effect of destination communities, as an option allowed by social media, on intention to visit through
content co-creation intention. Kim lee et al (2017) studied the impact of usefulness, social interaction
accessible by social media on intention to visit through users' well-being and flow experience. In addition,
the impact of online brand experience and credibility on behavioral intention of website users, who had
not visited the destination of Finland, is significant. The selection of some website feature related concepts
and terms are perceived as part of the other interchangeable terms which are, therefore, used and adopted
in many studied. For instance, Kim and lee reviewed the term “credibility” from literature (e.g. Dwividi,
Johnson, Wilkie et al 2019; Morhart et al 2015 p 2013) where the effect of brand authenticity had been
studied. Brand authenticity has been studies by different authors as a construct covering various aspects of
consistency, honesty, and originality through dimensions as heritage, quality commitment, credibility,
naturalness and sincerity (Fritz et al 2017). Moreover, according to Alcantara-Pilar et al 2018, the impact
of user's online satisfaction, online perceived risk and perceived website usability on travel destination, are
significant antecedents that influence the effect towards a travel destination generated online. This
confirmed the results of previous research that the greater the tourist satisfaction while browsing
destination websites, the more positive their affect towards a destination will be.
Chen et al (2014) studied the impact of blogs' content, namely reliability, novelty, understandability and
interestingness on intention to visit a destination through blog usage enjoyment. The relevant and reliable
content in blogs can convince tourists to visit a destination. He also stated that business should encourage

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consumers to create their own blogs where they can share their travel experiences. Francisco Blasco et al
(2017) studied the role that Facebook fan pages play in visiting intentions. Their study aimed to examine
museum-generated content on perceived information quality and perceived customer service on visit
intention. In their study, they stated that the information quality is linked to relevance, service offer
comments, uniqueness of information and up-to-date quality. They also concluded that usefulness is
considered a determinant of information quality. Moreover, museum generated content significantly
influences information quality and perceived customer service. The implication behind this result is that
the organization should create postings that address customer’s needs.
Using behavioural theory, Chen &Wu et al (2020) studied the impact of browsing Facebook page in
changing fans' visit intentions. This study was conducted using attitude, subjected norms, and perceived
behaviour control as independent variables directly influencing visit intention. These entire variables have
a positive impact on visit intention towards Orlando destination except attitude. This result was explained
by the influence of social influence and inhibiting factors in this study and other norms like perceived
behaviour control other studies. (E.g. Fayolle et al 2005).
Again, Chan, Wu et al (2020), studied the impact on young consumers' behavioural intention based on
attractiveness, user friendliness and marketing effectiveness of economy hotel websites. He found that the
three features have significant impact on behavioural intentions. Studies regarding websites such as ease
of use, empathy, reliability, tangibility, responsiveness, integration and communication have been
conducted in different contexts in hospitality (Barens & Vidgen, 2001).
To understand the effect of website quality on customers’ satisfaction and purchase intentions, Khan
Chelliah et al (2017) studied the behavioural intentions from travel booking ticket website through
customer satisfaction using information quality, system quality, service quality and website design as
website quality dimensions. He reviewed that money spent on the website depends on customer satisfaction
with overall website quality (Yang, Z et al 2002). In this context, Khan highlighted security and
personalization and understandability (clarity). He also stated that completeness and relevance of
information can better measure website information quality. The results of his study support the positive
effect of website quality on consumer satisfaction and intention to purchase. Koo Joun in turn, studied the
impact of mass media and social media exposure (Gangnam style pop culture as content) on travel intention
through desire to travel and destination content gratification as mediating variables. The purpose behind
using both mass media and social media is that few studies described the behavioural formation through
both types of media from different theoretical perspective. In this study, he used Use and Gratification
theory as it is context-directed, goal-directed and emotion directed theory.
The choice of certain type of online platform and its dimensions to study their impact on behavioural
intention and travel planning is linked to use scarcity of these dimensions in specific contexts, fill study
gap or adhere mediating and moderating variables due to diverse contextual perspectives.

3.2.1. Destination Image: an antecedent of Intention to visit.

This review aims at reviewing the impact of online platforms on intention to visit a destination. The study
search tackling this question was being searched without including the terms "image" in the databases
previously mentioned. However, the data exposed by the databases include many articles which link trip
planning, attitude and behavior intention with product or destination image. Therefore, with regard to our
objective, our paper contains 8 distinct articles which study the relation between destination image, mostly
as a mediating variable, and intention to visit. Destination image is also reviewed as a determinant of
recommend and purchase intentions.

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DI is defined as "the sum of belief, ideas, and a person has of a destination” (Crampon 1979 p18). Lai
and lee (2016) have defined tourists' DI as “a multisensory, primarily picture-like, qualia-arousing,
conscious, and quasi-perceptual mental experience held by tourists about a destination." DI is highly
related to success of a destination (Tasci & Gartner 2007) since it has an impact on destination selection.
Gretzel et al (2000), DMOs try to create a DI that better encourage visits based on official websites and
social media information. Many online platform-based studies, therefore, focused their research on the
understanding the formation of DI on online platform and its effect on travel intention.
Molinillo et al (2018) studied the moderating effect of DMO's online platforms (official websites and SM
like Instagram, Facebook and YouTube) involvement through a model that links destination image,
cognitive and affective, and intention to visit in the context of leisure travellers. Involvement, one of the
most influential personal characteristics on perceived DI besides information source (Frias et al 200), is
defined as “the motivational state or interest induced by a particular stimulus or situation”. Frias found
that involvement has a positive impact on destination image as antecedent of intention to visit.
Hidalgo (2014) et al used E.WOM theory studied effect of user-generated- content (UGC) on intention to
visit by mediating the role of destination image (cognitive and affective dimensions). Adoption of UGC is
related to perceive credibility of opinions in it compared to traditional platforms as well as WOM is an
important information source due to independence perception of message source (Hidalgo 2014).
In Addition, Leung et al (2017) investigated the impact of viewing destination promotional videos on
intention to visit using content analysis approach and repeating a-framing method this method is defined
as " selecting some aspects of perceived quality and make them more salient in a communication text so
as to promote particular problem definition, causal interpretation, moral evaluation and treatment
recommendation for the Items"(Entman 1993).He classified the videos into primary image categories (
culture, atmosphere, leisure, infrastructure etc.) secondary and image attributes (festivals, entertainment,
gastronomy fun, etc.) to measure their frequencies in the video.
Hinson et al 2020 used Kent and Taylor's (1998) method and destination place branding theory to examine
the impact of dialogic communication potential of destination place (Africa) websites on visit intention
through destination image. Kent and Taylor used five sections data instruments, usefulness of site, dialogic
loop, ease of interface and other items. The results show a significant impact of dialogic communication
on visit intention by mediation of destination image as a variable. Moreover, in the context of influence of
tourism destination marketing narratives on visit intention through destination image, Wong Lee (2016)
used experimental design approach using two- way ANOVA to identify whether differences in the
respondents' cognition of the destination image and intention to visit derived from the experience of being
transported by different narratives. Other studies mediating the role of destination image on studying the
influence on intention to visit through online platforms used same methods and theories mentioned above
and are also presented in appendix 1.

3.2.2. Content, source, user, and response based characteristics

Source based antecedents are related to online platform information origin- based features. These features
are presented in appendix 2 by frequency (number of times used in reviewed studies), theories used to
measure them and the online platforms used to study them. The study of different content based
characteristics in the reviewed studies have been conducted in different online platforms including social
media, official websites and blogs and different theories were used for each online platform according to
different study contexts. In some studies, many studies use the same terms for classifying many content
and source characteristics. For instance, the term" online satisfaction" may, one the one hand, refer to
satisfaction of users' towards the content exposed by the website or to their online satisfaction towards

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website design or system quality. Most frequent content characteristics are mainly: message valence
measures in Facebook page, novelty, reliability and interestingness in blogs and credibility in both social
media and websites. Content based characteristics are measured by use of 6 different theories Appendix 2.
With regard to source based characteristics which mainly concern website quality (system quality, service
quality, and information quality), is examined by use different theories and same data analysis method.
System quality, information quality and, service quality concern most of online platforms in reviewed
studies such as social media, official websites, social networking sites, and web applications. (appendix2).
User characteristics on the other hand are measured by the use of same data collection method, but with
the use of different theories and same data analysis method. Most frequent user characteristics concern
user satisfaction, online satisfaction, enjoyment, self-efficacy , perceived website usability, perceived
information quality, perceived customer service, user-friendliness and perceived value. Concerning
response based features; they are also measured with the use of same data analysis regression method in
different types of online platforms. Main reviewed response based characteristics are attitude, risk
perception and intention to use (Appendix 3)

4. Discussion and conclusion

Our paper aims at reviewing the impact the last decade studies on the impact of destination online
platforms' content and design, including official websites and social media, on tourists' intention to visit a
destination. This review includes 29 articles from different field journals. We identified 14 different
theories, frameworks and modals of different antecedents. The studies reviewed were in different
geographical areas. Online platforms characteristics are classified into four categories: content, source,
user and response. The results demonstrated in reviewed studies show the positive impact of online
platforms on consumers' and significant behavioural intentions. Tourists' are highly influenced by the other
users' generated-content and word of mouth posted in online platforms as confirmed by recent studies.
However, online platforms characteristics such as content credibility, reliability, interestingness and
effectiveness affect the level of effect on travel intentions. Also, source characteristic of online platforms
such as ease of use, popularity, credibility, and attractiveness shape the tourists' travel intentions towards
a destination. Some user-based characteristic, in turn, are linked to online platforms themselves and others
are relatively linked to socio-demographic variables. Moreover, in most reviewed studies, the impact of
online platforms on visit intentions is mediated by destination image which is reviewed to be a remarkable
antecedent of behavioural intentions. Most studies measuring Website quality dimensions which are
website service quality, information quality, and system quality (which is referred to as design quality in
some studied) have a significant impact on intention to visit through its remarkable influence on user
satisfaction and attitude. In Addition to that, the impact of social media platforms on intention to visit is
not only related to one media type, but rather to a combination of these. Consumers' do not only base their
decisions on a specific platform; however, the more a specific website quality is perceived, the more
customer satisfaction and attitude are significant and ultimately the higher positive impact on travel
behaviour is achieved.

4.1. Future implications and limitations

In the light of increasing development of ICT, and due to the growing accessibility of internet, DMOs and
governmental tourism organisation should improve an inclusive strategy to develop their platforms. The
most critical platform criterion is its security system. Most Users who do not desire to purchase express a
degree of platform risk perception. Besides, information provided by governmental sites and DMOs do
not seem to be enough satisfactory since todays' consumers highly depend on other consumers' opinions

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and comments. Therefore, it is highly recommended to create an optional link for consumer online
communities' where they share can share their experiences. Easy accessibility of information content is
highlighted in most reviewed studies. The design and system quality of online platforms is very critical.
As shown in most reviewed studies, ease of use and usability are among the most influential variables
related to source characteristics.

4.2. Limitations

In this paper, with regard to our objective which is identifying most theories, frameworks and models
used to study the impact of online platforms on intention to visit. We didn't emphasize presentation of a
detailed comparative framework between all typed of online platforms.

Appendix1: Analyses of reviewed studies

N Author Purpose Methodology Depend Theor Findings
Year Country Sample Dat Independent variables ent y
mode a variable Appr
data ana s oach
collectio lysi
n s

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2 (Koo, Examine Impact of online PL Mass media(MM) U&G Destination contents exposure in
Joun et media culture survey S Social media(SM) MM and SM influence the
al. exposure and WOM Intentio DCCS and form the intention to
2013) travelers’ media 281 SE Cultural exposure n visit a destination
culture experience on respond M Contents satisfaction DS-IN WOM did not affect to the
their visit intention ents MM-CS 0.33 (4.96) 0.24(4.2 destination cultural contents
South Korea SM-CS 0.37(4.61 7) satisfaction
WOM-CS 0.04(0.53
3 Chulmo Examine the impacts online (PL Design quality intentio U&G Direct, positive effect of
Koo et of experienced and survey S) information quality n satisfaction with the Korea
al inexperienced SE service quality Tourism Organization’s
travelers’ media 261 M Website satisfaction WS-IN Website on potential travelers’
exposure and their respond cultural exposure 0.209 intentions to visit Korea.
perception on their ents cultural motivation
intention to visit SQ-WS 0.093 CM-IN
DQ-WS 0.602 0.357
South Korea IQ-WS 0.281
MM-CE 0.356 CE-CM
SM-CC 0.460 0.546
WOM-CC0.446
4 (Molinil Explore the Online PL Involvement Intentio DI Tourist involvement has a
lo, moderating Survey. S- Affective image n theory positive impact on cognitive
Liébana effects of DMO 265 SE Cognitive image image and affective image,
- online platforms on Respond M. Overall image forming the DI as
Cabanill the DI ,expand ents AI and OI, and OI and IV are
as et al. knowledge about the Focus significant for all the platforms.
2018) perception of online group Involvement may also be related
DI and its impact on to trust
the intention to visit
Spain

5 Study The effect of 194 Boo Access UGC content Intentio E- The results suggest a direct
C. user-generated respond tstr cognitive dimension n WOM relationship between access to
Hidalgo content on tourist ents ap Affective dimension AI-IN UGC and cognitive image, and
et al behavior by the survey met AC-CI0.067 0.663 an indirect relationship between
2014 mediating role of hod CI-AI0.556 CI-IN access to UGC on behavioral
destination image. 0.486 intention through the cognitive
Spain and affective dimensions of
image destination.
6- (Leung, investigates the Questio Destination Promotion repeati content of DPVs and repeating
Dicking impact of viewing a nnaire VN Video DVP intentio ng—a certain shots are effective in
er et al. DPV on 30 OA Rating of image attributes n framin positively enhancing travelers’
2017) viewers’ perceived respond A g perceived destination image as
destination image and ents metho well as triggering potential
on their behavioral d travelers’ interest in further
intention to visit Researching and visiting the
China. destination.

7 (Loureir to investigate the 270 (PL website quality Intentio S-O-R Arousal and dominance are
o 2015) effect of website online S) design-WQ0.310 n model revealed to be more important in
stimuli on emotional Surveys SE information content- the Formation of a positive
responses (pleasure, M WQ,0.291 Aro – attitude than pleasure. Visual
arousal and ease of use-WQ 0.317 IN appeal and ease of use, followed
dominance), the interactive features-WQ 0.032 by information, seem to be the
relationships among 0.267 Plea–IN most important components
emotional responses 0.205 in forming a perception of the
and (c) the influence Dom-IN islands’ website quality
Of these emotions on 0.140
attitude and Att-IN
intentions. 0.395
Portugal

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 CONGRESO INTERNACIONAL DESAFêOS DEL SECTOR TURêSTICO

8 (Pahleva study the impact 120parti EF online page popularity intentio PBT Success stories and high
n Sharif of online popularity cipants A message valences n UGC popularity lead to more positive
and and message valences online CF Risk perception POP-VI attitude, higher level
Mura of UGC in social survey A Attitude 0.282 of intention to visit, and lower
2019) media on pro-Iran open- Mess-VI perceptions of destination risk
visiting attitudes and ended 0.555 than failure stories and
behavioral intention intervie ATT-VI Low popularity. Popularity
as well as perceptions ws 0.765 dampens the negative effect of
of destination risk RPER- failure stories on users’
Iran VI – Visiting attitudes. Perceived risk
0.178 underlies the pathway of page
ATT-VI popularity and message valences
0.765 to individuals’ visiting attitude
and intention.

9 (Chung, Consider the co- Online PL Information Quality IS Information quality, in

Lee et relation between the Survey S design Quality ECM particular, has the greatest effect
al. qualities of the 169 SE Service Quality Intentio on confirmation design quality in
2015) destination website M Intention to USE n the destination website slightly
and the intention to respond User Satisfaction IU-IN influences the confirmation
continuous use, and ents IQ-WQ DQ-WQ 0.484 continuance visit to the
the subsequent effects 0.528 0.180* destination website positively
on the intention to SQ-WQ WS-UI affects the actual destination
visit the destination. 0.155 0.517 visit intention
Korea WU-UI WU-UI
0.365 0.439
10 (Cheung Examine the impact survey PL SMDBC Intentio SA MDBC plays a considerable role
, Ting et of a social 551 S- Joy n SOR in shaping tourists’ emotions,
al. Media-based SE Love including joy, love and positive
2020) destination brand M Positive surprise CoCr- surprise, which,
community (SMDBC) Co-creation IN In turn, have a significant impact
on tourists’ emotions, SMDBC- Joy 0.605 0.775 on consumers’ intention to co-
and the subsequent SMDBC- Love 0.611 create value and visit. Contrary
effect on the intention SMDB-PS 0.627 to previous studies, the effect of
to co-create value and Joy- Co-creation 0.019 joy on tourists’
visit. Love- Co-creation 0.318 Intention to co-create and visit is
china PS- Co-creation 0.314 found to be insignificant.

11 (Koo, investigates the survey PL Media Experi SM&MM Intentio Media content is important in
Joun et effects of a 822 S Desire to Travel n (U&G driving the desire to travel to a
al. prospective traveler’s respond SE Destin Content Gratifi DT-IN theory destination and destination
2016) perception of media ents M SM-DT 0.227 0.310 ) content gratification influences
exposure MM-DT 0.115 DGC-IN (BDI) the intention to travel to a
on their intention to SM-DCG 0.338 0.700 model destination.
visit a destination MM-DCG 0.336 Content gratification influences
Korea DT-DGC 0.378 the intention to travel to a
destination.
Cultural differences in media
experiences affect tourist
behavior.
12 (Kim, Examine the impact Online PL Enjoyment, motiv Enjoyment and self-efficacy
Lee et of intrinsic and survey S- Self-efficacy Intentio ation have stronger effects on flow
al. extrinsic motivations 500 SE Extrinsic motivation n theory experience than those of
2017) on flow experience, respond M Usefulness, MT usefulness and social interaction
which in turn ents Social interaction FE-IN Intrinsic motivations are
influences subjective flow experience 0.437 better predictors in flow
well-being and subjective well -being SW-IN experience
purchase intention in ENJ-FE 0.402 0.248 Usefulness does not have a
the context of senior SE-FE 0.188 significant impact on seniors’
MSNS users for Usef-FE 0.052 flow experience
tourism products, SI-FE 0.141 Subjective well-being was a
FE-SW0.566

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 CONGRESO INTERNACIONAL DESAFêOS DEL SECTOR TURêSTICO

services, and highly significant predictor for

activities. purchase intention,
Korea Flow experience on MSNSs was
found to have a significant effect
on purchase intention
13 (Hinson, understanding Online SE Place website Intentio QRA Results do not support the fact
Osabute how the dialogic survey M Dialogic communications n DPB that place website significantly
y et al. communication 1827 (A destination image influences visiting intentions of
2020) potential of four Respond MO southern and non-southern
African destinations' ents S) destinations, but destination
place websites relates image impression had a strong
to destination positive effect on visiting
Image from the intentions
perspective of Significant positive relationship
potential between the dialogic
visitors/tourists. communication principles and
Southern and Non- visiting intention is fully
southern part of mediated by destination image
Africa impression

14 determine the effects Online SE Sensory ODBE intentio multi Among users who had not
(Jiméne that both constructs survey M Behavioral ODBE n metho visited the destination, the direct
z- (online destination 27 PL Intellectual ODBE d effect of the online destination
Barreto, ODB Experience and individu S- Affective ODBE approa BE on behavioral intentions was
Rubio et ODB Credibility) als MG online brand credibility ch significantly higher than the
al. could have on users’ A online destination brand BE indirect effects of the online
2020) behavioral intentions experience model destination BE (through the
toward the destination PODBC) on behavioral
when users navigate intentions.
destination platforms
Finland
16 (Alcánta Explore whether the Online SE Online satisfaction, intentio Brand Higher level of consumer
ra-Pilar, consumer's question M perceived risk online, n credib satisfaction with the online
Blanco- satisfaction while naire CF perceived website ility browsing experience and greater
Encomi browsing, their 228 A usability, behavi perceived website usability
enda et perception of risk Spanish or generate positive affect towards
al. online, and the Internet theory a travel destination.
2018) perceived usability of users BT
the travel website can
influence their affect
towards a travel
destination.
Spain
17 (Pulvire Examine 200 MR Information Intentio Websi Customer satisfaction positively
nti and the impact of question A Quality n te affects intent to revisit.
Jung perceived benefits of naires SPS System qualit
2011) Social Media S Quality (SQI y ad
Networks (SMN) on Service quality E-
Web Quality and Customer satisfaction satisfa
satisfaction within the Perceived benefits of ction
context of tourism SMN model
destination marketing WQE
Spain M
18 Understanding of 400 PL WOM User’s experience and website
behavior of question S Credibility quality influence the decision
(Khruan consumers who naires SE intentio making of user and credibility of
amkham actively use web M cultural experience n and source doesn’t have any
and based and internet- call to moderating effect in determining
Joemsitt based applications to website quality action the call to action among netizens
iprasert purchase hotel of Thailand.
2019) services.

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 CONGRESO INTERNACIONAL DESAFêOS DEL SECTOR TURêSTICO

Depict the overlooked

variables cultural
experience and
website quality to
determine the
intention and call to
action of consumer.
Thailand
19 (Chen, Examine how travel online PL Novelty Intentio EWO novelty, understandability,
Shang et blogs may influence a question S Reliability n M and interest of blogs’ content
al. tourist’s future naire CF Interestingness affect behavioral intention
2014) behavioral intention. 179 A Understandability through blog usage enjoyment
Taiwan response SE Perceived Enjoyment of
s M blog usage

20 (Blasco- Examine the role that online MGC intentio A Here are significant differences
Lopez, Facebook Fan Pages survey PL Perceived information n multi- between the two samples
Virto et (FFPs) play in the 308 S- Quality Perceived group regarding the direct effects of
al. generation of visit SE Customer service analys perceived information quality on
2019) intention M) is visit intention and perceived
MEXICO and approa customer service on visit
MG ch intention.
A MGC

21 (Chan, explore how online PL Attitude intentio planne Fans’ visit intentions
Wu et following a survey S subjective norm n d significantly improved after
al. destination’s 172 SE perceived behavi following a Facebook page with
2020) Facebook page usable M behavioral control or a strengthened impact of
changes response subjective norm on visit
fans’ visit intentions s intention
USA
22 (Chan, Investigates young 181 SPS the user-friendliness, intentio planne No significant difference in
Wu et consumers’ online S site attractiveness n d scores between the English
al. behavioral intention surveys. RR marketing effectiveness behavi language and Chinese language
2020) based on A language or Websites. Chinese and Thai
attractiveness, user- SE PB respondents reported significant
friendliness, and M differences in Three dimensions
marketing for the English language
effectiveness of websites. Site attractiveness,
economy user-friendliness, and marketing
hotel websites effectiveness are positively
China linked to behavioral intentions.
23 (Khan, understand the effect online PL Information Quality intentio Planne Information quality and
Chelliah of website quality on Survey S System quality n d customer satisfaction are
et al. customer satisfaction 109 SE service quality Behav important and positive user
2017) and purchase samples M website design ior perceptions towards purchase
Intention. customer satisfaction intention in online ticket booking
India websites. System quality, service
quality, and website design also
have positive effect on customer
satisfaction, but create less
significant effect.
24 (Khan, analyze the Survey PL Travel motivation visit motiv Travel motivation of young
Chelliah relationship between 423 S Perceived risk intentio ation women has positive effects on
et al. travel motivation, SE Travel constraints n theory the cognitive and affective
2017) perceived risks and M Cognitive image image, whereas the dimensions
constraints Affective image of perceived travel risks and
travel constraints have negative
effects on cognitive and affective

55
 CONGRESO INTERNACIONAL DESAFêOS DEL SECTOR TURêSTICO

and perceptions and destination images. The results

feelings about the also found that cognitive and
destination affective images positively
and future travel influence the visit intention of
intentions of young prospective young women
women travelers. travelers.
Malaysia

25 (Koo, Investigates the 822 PL MM Intentio U&G the effect of desire on the
Joun et effects of a Surveys S SM n and intention to travel a destination is
al. prospective traveler’s Online CF Desire to belief- both significant and positive,
2016) perception of media A Travel desire- which is consistent not only with
exposure Destination intenti the findings of previous research
on their intention to Content on
visit a destination Gratification model
Korea
26 (Jalilvan purpose of this paper 264 AV E-WOM visit E- E-WOM positively influences
d, is to study the participa E Destination image intentio WOM the destination image, tourist
Samiei interrelationships nts SE Attitude towards n attitude and travel intention
et al. among electronic M A Destination image and tourist
2012) word of mouth (e- destination attitude have a significant
WOM), destination relationship with intention to
image, tourist attitude, travel; destination image
and travel intention in positively affects tourist attitude
the tourism industry Socio-demographic
Iran characteristics influence using e-
WOM, destination image, tourist
attitude, and travel intention.
27 (Wong, This study 405 AN narrative content experi The content of a marketing
Lee et investigates the surveys OV Feeling transported Intentio mental narrative has a strong influence
al. different degrees of A destination image n design on tourism destination image
2016) influence tourism CF approa Different stories in transporting
destination A ch the reader provided a significant
marketing narratives ANO moderating effect on differences
have on destination VA in the respondents’ intention to
image and the visit
intention to visit, intensity of a tourist’s sensation
Taiwan of being transported by the
content of a particular narrative
will influence his or her intention
to visit
28 (Stangl, develop and test a Online PL Functional Value Intentio Consu functional value, hedonic value
Ukpabi model that examined Survey S Hedonic Value n mer and social value showed positive
et al. the interactions SE Social Value value relationships with
2020) among the customer And M frame recommendation intention
value framework, crowdso work the strongest relationship
recommendation urcing with recommendation intention
intention compared to social and hedonic
and customer value
characteristics in an
online travel
community (OTC)
29 (Chen identify website Online SPS Cognitive image and intentio Linear Different photo themes evoke
and content themes Survey S affective image n regres different intention to visit
Scovino which are more 278 AN sions Switzerland affective image is
2020) effective in evoking respond OV one- driving intention to visit
intention to visit ents A way Switzerland more than cognitive
expand the affective conten image.
image understanding t
by incorporating

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 CONGRESO INTERNACIONAL DESAFêOS DEL SECTOR TURêSTICO

different bipolar items analys Link between social value and

than the ones is recommendation intention was
traditionally used CA positive for frequent visitors.
when studying
destination image
Switzerland

APPENDIX2: classification of variables in terms of content, source, user and response

characteristics Article Online data collection method /Theory
appendix1 Platform
number
Content Cultural exposure 2 SM SEM / U&G
based Content satisfaction 2 SM SEM / U&G
Message valences 8 Facebook SEM / BT
Intellectual ODBE 14 Website-SM SEM / BT
Sensory ODBE 14 Website-SM SEM / BT
Affective ODBE 14 Website-SM SEM / BT
Behavioral ODBE 14 Website-SM SEM / BT
Online brand credibility 14 Website-SM SEM / BT
Online destination brand experience 14 Website-SM SEM / BT
Novelty 19 Blogs SEM / EWOM
Reliability 19 Bogs SEM / EWOM
Interestingness 19 Blogs SEM / EWOM
Museum generated Content 20 Facebook SEM / MGC
Marketing effectiveness 22 Website SEM / PB

Source System quality 3-9-17-18-23 SM-Webs-SNS-Webap SEM / U&G- IS ECM- WQEM- WOM- PB
based Information quality 3-9-17-18-23 SM-Webs-SNS-Webap SEM/U&G- IS ECM – WQEM- WOM- PB
Service quality 3-9-17-18-23 SM-Webs-SNS-webpps SEM/U&G- IS ECM – WQEM- WOM- PB
Design 7 Webapps SEM / S-O-R
Information content 7 Webapps SEM / S-O-R
Ease of use 7 Facebook SEM / PBT
Page popularity 8 Facebook SEM / PBT
Place website 13 Website SEM / QRA
Dialogic communications 13 Website SEM / QRA
Credibility 18 Webapp SEM / WOM
Site attractiveness 22 Website SEM / PB
language 22 Website SEM / PB
User Website satisfaction 3 SM- Website SEM / U&G
based Interactive Feature 7 Webapp SEM / S-O-R
User Satisfaction 9-23 Website SEM / IS ECM - PB
Joy 10 SM SEM / SA
Love 10 SM SEM / SA
Co-creation 10 SM SEM / SA
Positive surprise 10 SM SEM / SA
Media Experience 11 MM-SM SEM / U&G BDI
Desire to Travel 11 MM-SM SEM / U&G BDI
Gratification Usefulness 11 MM-SM SEM / U&G BDI
Enjoyment 12 MSNS SEM / MT
Self-efficacy 12 MSNS SEM / MT
flow experience 12 MSNS SEM / MT
subjective well -being 12 MSNS SEM / MT
Online satisfaction 16 SM-Website SEM / BT
perceived website usability 16 SM-Website SEM / BT
perceived risk online 16 SM-Website SEM / BT

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 CONGRESO INTERNACIONAL DESAFêOS DEL SECTOR TURêSTICO

Perceived benefits of SMN 17 SNS SEM / WQEM

Cultural experience 18 webApps SEM / WOM
Understandability 19 Blogs SEM / EWOM
Perceived Enjoyment of blog usage 19 Blogs SEM / EWOM
Perceived information quality 20 Facebook SEM / MGC
Perceived customer service 20 Facebook SEM / MGC
subjective norm 21 Facebook SEM / PB
user-friendliness 22 Website SEM / PB
Perceived Functional Value 28 Website SEM / CA
Perceived Hedonic Value 28 Website SEM / CA
Perceived Social Value 28 Website SEM / CA
Respons Involvement 3 SM-Website SEM / U&G
e Arousal attitude 7 webapps SEM / S-O-R
based Pleasure attitude 7 webapps SEM / S-O-R
Dominance attitude 8 Facebook SEM / PBT
Risk perception 8 Facebook SEM / PBT
Intention to use 9 Website SEM / IS ECM
Attitude 21 Facebook SEM / PB
Perceived behavioral control 21 Facebook SEM / PB
SEM / CA

Appendix3: Journals and date of publication

n JOURNAL Year
1) Information and communication technologies in tourism 2011-2014- 2017--2020
2) International Journal of Tourism Cities. 2016
3) Tourism management 2018-2020
4) Tourism & Management Studies 2014
5) Journal of Destination Marketing & Management 2018
6) Spanish Journal of Marketing 2019
7) Journal of Hospitality and Tourism Technology 2020
8) Computers in Human Behavior 2014
9) Journal of Product & Brand Management 2020
10) Technological Forecasting and Social Change 2015
11) Journal of Business Research 2020
12) journal of Destination Marketing & Management 2012
13) Polish Journal of Management Studies 2019
14) International Journal of Information Management 2017
15) Information Technology & Tourism 2019
16) International Journal of Contemporary Hospitality Management 2016
17) International journal of tourism research 2015-2016
18) Information and Communication Technology 2011

Appendix 4: definitions
CHARACTERISTIC DEFINITION
C content satisfaction “The result of customers ‘assessment of perceived quality” (Chi and Qu (2008))
o message valences “success, failure, and mixed stories’ (Jin et al. 2015, p 11)
n Sensory ODBE “activation of the senses while navigating the official destination platforms”
t Intellectual ODBE “stimulation of the consumer’s thoughts and mental processes by the DB via its platform”
e Affective ODBE “intimate emotions and feelings of the individual in relation to the DB on platform”
n Behavioral ODBE “physical activation derived from contact with the online destination brand the brand’s level of transparency”
t online brand credibility “honesty in fulfilling the expectations created by its marketing messages to consumers”
Novelty ‘‘information in the blog about the destination that is new to the user” Xu and Chen (2006)
Reliability “degree to which the blog’s destination content is perceived to be true, accurate, or believable” Xu &Chen
Interestingness “The degree to which an individual perceives the blog information as interesting to him/her”. Xu &Chen (2006)

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 CONGRESO INTERNACIONAL DESAFêOS DEL SECTOR TURêSTICO

marketing effectiveness “marketing outcomes the website may bring to the company” Schmidt et 2008

s system quality “the performance of IS in terms of reliability, convenience, ease of use, functionality, etc.(Koo 2016)
o information quality “The characteristics of the output offered by IS like accuracy, timeliness, and completeness. Koo 2016
u service quality “the components of hardware and software reliability ,responsiveness,, knowledgeability, empathy
r ease of use “functionality, accessibility, consistency and effective navigation, search capability, Koo 2016
c
e
U Interactive Feature Interactive features (e-travel planners and online communities). Koo 2016
s User Satisfaction Related to the approval and likeability of an IS and its output and information.
e Joy Linked with positive outcomes, such as goals, pleasures and enjoyment (Prayag et al., 2017).
r Love Individuals’ affective experiences towards products and brands (Suetrong et al., 2018).
Positive surprise Emotional response resulting from unexpected events (Prayag et al., 2017)
Enjoyment positive affect derived from the material objects or action opportunities of which a person wishes to own or to
experience

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