FACTORS INFLUENCING DESTINATION IMAGE THROUGH SOCIAL MEDIA IN THE PRE-PURCHASE PERIOD OF TOURISM IN PAKISTAN

Abstract

Due to the technological advancements, people start depending on social media for various matters. As social media provides a tool for developing an image of the destination, it became an essential component in the process of decision-making regarding traveling. This study aims to investigate the influence of user-generated content (UGC), Information Quality (IQ) and Tourist’s Motivation (TM) on destination image through social media in the pre-trip period of tourism in Pakistan. Empirical analysis was conducted by using survey method through online Google forms. Data was collected from social media (Facebook) users who were the members of the Facebook tourism groups in Pakistan. The findings of the study revealed that UGC does not significantly affect the destination image in the prepurchase period. Whereas, information quality and tourist’s motivation significantly affect the destination image of Pakistani tourists. The research concludes that tourist’s motivation before experiencing tourism and the information they are exposed to plays a significant role in developing destination image in the tourism market. Furthermore, this research contributes to the tourism sector of Pakistan by providing information regarding factors developing destination image. This information may help in developing positive image of the destinations in Pakistan. Also, this study contributes by providing tourism sector an understanding of the tourist’s behaviors in pre-purchase period of travelling in Pakistan.