Information Systems and Digital Content Analysis in Nation Branding: Evaluating Online Tourism Databases and Their Impact on Destination Familiarity, Perception, and Visit Intention

Resumen

Tourism and tourist activities act as a fundamental element in the GDP of any country therefore, tourists’ perceptions and intentions are proficiently managed using advanced technology and online information to sustain the healthy circle of the economy. This paper analyzes the tourist's perceptions, visit intentions, and familiarity with the destinations by framing the digitalization, and online tourism information quality as predictors. This study utilized a mediated-moderation approach where brand image had a moderating role in the mediation of information quality. This study was conducted within the context of China and the tourists who visited China were accessed using different online databases and other sources to gather their perceptions on a scaled response sheet i.e., a questionnaire. The study used the advanced statistical software Smart-PLS 4.0 for data analysis. In the structural model assessment, the study encountered significant associations for the indirect and moderating relationships and digitalization gained
only one significant direct relationship with destination familiarity. In the summary of the findings, the study quoted that tourists have been facilitated with a diverse source of information and they have become highly technologyoriented. Therefore, the managers, policymakers and planners have to use a holistic strategy covering the digitalization element with accurate information to develop a good brand image so that the tourists’ perceptions and intentions can be positively flourished.