The Effect of Electronic Tourism Promotion Programs on Tourists’ Behavior in Choosing a Tourism Destination A Case Study of Zamzam Travel and Tourism Agency

Abstract

This study aimed to identify the effect of electronic tourism promotion programs on tourists’ behavior in choosing a tourist destination. The study concluded with several findings, the most prominent of which was the presence of a statistically significant impact of the individual tourism promotional mix programs on tourists’ behavior toward selecting a destination, except for public relations, which showed a somewhat weak influence in most cases. The results also indicated a strong statistically significant relationship between the combined tourism promotional mix programs and tourists’ behavior in choosing a destination, compared to the individual effects of each promotional mix program. This means that influencing tourists’ behavior toward selecting a tourist destination can only be achieved through the overall interaction of the tourism promotional mix programs.