THE ROLE OF DESTINATION IMAGE IN MEDIATING SOCIAL MEDIA CONTENT AND RISK PERCEPTION ON VISIT DECISION

Abstract

Aim:This study investigates how social media content and perceived risk influence tourists’ visit intention, mediated by ecotourism destination image.

Materials and Methods: A quantitative causal design was employed, collecting data from 315 tourists via questionnaires, analyzed using PLS-SEM.

Results and discussions:Social media content and perceived risk significantly affect visit intention directly and indirectly through destination image, which acts as a strong mediator. Notably, well-managed risk perception positively enhances destination evaluation and intention.

Conclusions:Destination managers should leverage engaging social media and transparent risk communication to boost ecotourism destination image and tourist visits.