The Impact Of Social Media Advertisement On Tourism Satisfaction In Pakistan with mediating Role of affective image

Abstract

The purpose of this research is to examine the effect of social media advertisement on the tourism satisfaction of Pakistan with affective image playing a mediating role. In this study, social media advertisement is recognized as independent variable, affective image is recognized as mediating variable, whereas tourism satisfaction is recognized as dependent variable to test the empirical association amongst these variables within the tourism industry of Pakistan. An attempt was made to study the relationship between the said variables through a highly recommended survey instrument. A structured questionnaire has been adopted and data was collected from different tourists of Pakistan through using the instrument. Later, hypothesis test has been applied on data gathered from the respondents. Meanwhile, results have shown that there is a significant positive relationship between social media advertisement and tourism satisfaction. The results also showed that affective image is playing a significant mediating role within the relationship of social media advertisement and tourism satisfaction within the tourism industry of Pakistan. Statistical instruments used to conduct the analysis includes descriptive frequencies, reliability, correlation, regression, ANOVA, and coefficients. Conclusively, it has been noted that social media advertisement does have a strong positive effect over the tourism satisfaction which is positively mediated by affective image within the tourism industry of Pakistan.