The Effect of Digital Business Adoption on Tourist Purchase Intention, Given the Mediating Role of Digital Trust: Evidence from Mazandaran Tourism Industry

Shokri, Yaser; Rezazadeh, Farzad

doi:10.22034/oajre.2024.460922.1086

The Effect of Digital Business Adoption on Tourist Purchase Intention, Given the Mediating Role of Digital Trust: Evidence from Mazandaran Tourism Industry

Document Type : Original Article

Authors

Yaser Shokri

Farzad Rezazadeh

Master Degree in Business Administration, Marketing orientation, Sari Branch, Islamic Azad University, Sari, Iran.

10.22034/oajre.2024.460922.1086

Abstract

The purpose of this research is to investigate the impact of digital business adoption on the purchase intention of tourists, considering the mediating role of digital trust, in the tourism industry of Mazandaran province. This is an applied research with a quantitative (comparative) approach conducted through a descriptive survey using standard questionnaires. The statistical population includes all tourists of Mazandaran province during Nowruz of 2024, numbering about 10 million people. Of this population, using Cochran's formula, a sample consisting of 385 was formed (n =385), the individual members of which were selected using simple random sampling. For measurement of the variables, we made use of the standard questionnaire developed by Perelygina (2023). Validity of the questionnaire was assessed and confirmed by the academic experts. Its reliability, as measured in terms of Cronbach's alpha (= 0.884), was high and thus, confirmed. The obtained survey data for the test of the research hypotheses were analyzed using SEM-PLS technique.The results indicate that digital business adoption has a positive and significant effect on the digital trust and purchase intention of tourists. Also, digital trust is found to have a positive and significant effect on tourist purchase intention in Mazandaran province.

Keywords

digital business adoption

tourist purchase intention

digital trust

tourism industry