Measuring the Effects of Online Information Quality, User-Friendly Accessibility, and Digital Marketing Interactions on the Intentions to Visit Tourist Destinations: A Case of Libya

Author(s)	Mailud Balal, Abdilrahman Ebrahim, Ghudai Dreza, Abdalmanam Abrahim
Country	Libyan Arab Jamahiriya
Abstract	This study examined how online information quality, user-friendly accessibility, and digital marketing interactions influence tourists' decisions to visit a destination. Social media's rise has made online information a critical factor in tourism. Researchers and marketers increasingly explore these variables' effects on tourist decision-making. Moreover, a survey (n = 416) investigated how travelers use online information for trip planning, focusing on how content quality, accessibility, and interactivity influence destination choices. Data analysis (SPSS) employed non-parametric techniques, including Cronbach's alpha for reliability, descriptive statistics, the Kolmogorov-Smirnov test, and Spearman's rank correlation. Lastly, the results indicate that online information quality significantly influences tourist decision-making more than other factors.
Keywords	Intention to visit, online information quality, user-friendly accessibility, digital marketing interactions, social media
Published In	Volume 6, Issue 5, September-October 2024
Published On	2024-09-04
DOI	https://doi.org/10.36948/ijfmr.2024.v06i05.27125

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International Journal For Multidisciplinary Research