Exploring the Mediating Role of Behavioral Intention in the Relationship between Social Media Tourism Promotion, Social Media Tourism Searches, and Tourist Behavior in Pakistan

Abstract

Tourism is a vital economic driver globally, and the role of social media in influencing tourist behavior has become increasingly significant. This study examines the mediating role of behavioral intention in the relationship between social media tourism promotion, social media searches, and actual tourist behavior in Pakistan. Grounded in the Theory of Planned Behavior (TPB), the study uses a quantitative descriptive approach, collecting data through structured questionnaires from 375 respondents engaged with the official Facebook pages of registered tour operators. The findings reveal that social media tourism promotion and searches significantly influence tourists’ behavioral intentions, which partially mediate the relationship with their actual travel behavior. Regression and mediation analyses confirm that well-designed promotional campaigns and engaging social media content effectively shape tourists’ attitudes, social norms, and perceived control, ultimately driving their travel decisions. This research contributes to the literature by emphasizing the pivotal role of behavioral intention in converting social media engagement into actionable tourist behavior. It offers practical insights for policymakers and marketers to optimize social media strategies for boosting tourism in Pakistan.