How Online Reviews, Word-of-Mouth, Brand Image, and Tourism Experience Influence Tourist Satisfaction?

In the digital era, tourists are surrounded by online reviews, social word-of-mouth and destination branding that shape their expectations long before a trip begins. Yet it remains unclear how these digital information sources and brand perceptions are translated into tourist satisfaction through on-site tourism experiences. Based on expectation–confirmation theory, this study examines the relationships among online reviews, word-of-mouth, brand image, tourism experience and tourist satisfaction with a particular focus on the mediating role of tourism experience. A total of 517 valid responses were collected through a structured questionnaire from visitors to major tourist attractions in Henan Province, China. Data were analyzed using structural equation modeling (SEM). The results show that online reviews, word-of-mouth, and brand image have significant positive effects on tourist satisfaction. Tourism experience plays a partial mediating role in all three paths, strengthening the relationship between external perceptions and satisfaction. These findings provide both theoretical insights and practical implications for tourism destination managers. Specifically, enhancing the quality of tourism experiences and cultivating a positive brand image can effectively boost tourist satisfaction in the digital age.