FACTORS INFLUENCING CONSUMER BEHAVIOR TO VISIT GASTRONOMY TOURISM DESTINATION, MODERATING ROLE OF SOCIAL MEDIA MARKETING

Abstract

The perception of a destination's image significantly enhances tourist satisfaction and fosters loyalty. Positive emotions are indicative of a more enjoyable holiday. Research indicates that the perception of a place significantly enhances tourist pleasure. Tourists evaluate areas based on their subjective viewpoints. Tourist behavior is significantly impacted by happiness. Consequently, the contentment of tourists and their opinion of a site will serve as catalysts for subsequent trips. Modern clients may experience information overload from multiple sources. It entails the retrieval of information from memory or acquiring knowledge from alternative sources. Both internal and external sources are utilized to conduct information retrieval. Internal data encompasses both personal and historical data. External information searches encompass the utilization of both conventional and digital media, personal recommendations, and intermediaries involved in marketing. It was believed that well-informed purchasers would disregard alternative sources. This study employed quantitative research methodology to survey a sample of 400 visitors within the age range of 20 to 50 years old. The collected data was then analyzed using the Statistical Package for the Social Sciences (SPSS). Tourist choices are shaped by previous encounters and a sense of familiarity with a particular destination. In situations where there is a lack of internal resources, individuals seek assistance from external sources. Marketers can assist individuals in developing a favorable perception of a certain location and locating authentic social media content by providing positive information. Research indicates that social media platforms facilitate the connection between customers, providers, and third parties, hence influencing the formation of images. Tourists' impression and inclination to visit were influenced by symbolic signals such as gourmet restaurant advertisements and social cues like recommendations from friends and family. Therefore, utilizing social media platforms can facilitate the establishment in achieving worldwide acclaim and transforming into a renowned tourist destination. Numerous companies utilize social media platforms to establish a favorable reputation in the eating industry. They achieve this by providing enticing travel information and promoting positive word-of-mouth. Online resources assist travelers in selecting a destination and tailoring their holiday to their preferences. The extent and substance of information that visitors get during the process of decision-making significantly impacts their inclination to visit.