Tourism Governance Through Digital Marketing

Abstract The introduction of Web 2.0 and the ensuing increase in communication technology has changed social ties, with businesses recognising the importance of establishing a solid online presence in parallel with technological advances. Since more and more tourists plan and book their trips online, digital platforms significantly influence consumer decisions in the tourism industry. Electronic Word-of-Mouth (eWOM) has become a powerful tool for consumers to generate strong opinions. By providing feedback about their experiences, eWOM allows consumers to influence potential visitors’ perceptions and travel decisions. With a focus on the Central Region of Portugal and the ‘Turismo Centro de Portugal’ association, this study explores the relationship between eWOM, visitors’ propensity to visit and the destination’s brand equity, associating these with social media engagement. A questionnaire was distributed to visitors and prospective visitors in the Portuguese central region using a quantitative approach, resulting in a sample size of 515 individuals. The collected data were analysed using the Smart PLS 3.3.2 program. The results show that eWOM significantly affects travel intention and destination brand equity. Furthermore, it was found that the intention to visit affects how active travellers behave and engage on social media.