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As an increasing trend in tourism, many customers have been showing great interest in it,
relying on credible and trustworthy sources of information. The purpose of this study is
to examine the impact of different advertisement characteristics such as persuasive
argument quality and source credibility on the visit intention of a tourist in Pakistan. This
research is quantitative in nature. Questionnaire as an instrument of data collection was
used to collect data from Travel-related Social Media (TSM) users. The sample size was
415 and SPSS-20 was used for data analysis. The findings of the study state that
persuasive argument quality and advertisement credibility has a positive impact on
tourist satisfaction, which ultimately affects the visit intentions of a tourist in Pakistan.
Tourist involvement, which was taken as a moderator, proved significant in the
relationship of persuasive argument quality-tourist satisfaction and on the relationship of
advertisement credibility-tourist satisfaction. The finding presents significance for
academia as it adds knowledge in the research, and can help marketers to make effective
strategies in this digital era to improve the tourism industry in Pakistan.
Kiran Khokhar, Abida Ellahi. (2020) Impact of Social Media Tourism Advertisement Factors on Visit Intention of Customers, NUML International Journal of Business & Management, Volume 15, Issue 1.
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