Abstract:
Manuscript type: Research Article Research Aims: This study investigates the impact of social media and online marketing, particularly Online Information Quality (OIQ) and User-Friendly Accessibility (UFA), on the Behavioral Intentions of domestic youth tourists in Dushanbe, Tajikistan. Design/methodology/approach: A quantitative method was employed, using an online survey distributed to 102 domestic tourists aged 18-40 (Gen Z an Millennials). Data were initially tested for reliability and validity using SPSS 26, followed by analysis with Smart PLS 4 to examine relationships through Structural Equation Modeling (SEM). Research Findings: The findings indicate that User-Friendly Accessibility significantly influences tourist satisfaction and digital marketing interaction, which in turn affect electronic word-of-mouth (eWOM) and intention to visit. However, Online Information Quality shows no direct effect, suggesting a shift in digital content preferences among young tourists. Theoretical Contribution/Originality: This study contributes to the extension of the Theory of Planned Behaviour (TPB) by incorporating digital tourism variables and offering insight into Central Asian travel behavior-a largely under-researched region. Practitioner/Policy Implication: The results provide actionable recommendations for local tourism agencies to enhance usability, engagement, and digital accessibility in their promotional strategies. Research limitation/Implications: The study is limited to domestic youth travelers in one city and used a modest sample size. Future research should expand to international visitors and include broader behavioral variables.