Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/339707 
Year of Publication: 
2025
Citation: 
[Journal:] ASEAN Marketing Journal [ISSN:] 2356-2242 [Volume:] 17 [Issue:] 1 [Year:] 2025 [Pages:] 87-110
Publisher: 
Faculty of Economics and Business, Universitas Indonesia, Depok
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.
Subjects: 
Digital Marketing
Social Media
Tourism Behaviour
Online Information Quality
UserFriendly Accessibility
Tourist Satisfaction
Behavioral Intentions
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-sa Logo
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.