Abstract:
Purpose: This study aimed to investigate the factors influencing students’ travel intentions in the digital age, focusing on the impact of electronic word-of-mouth (eWOM), destination
image, digitalization, and perceived personalization. Additionally, the moderating role of
trustworthiness in these relationships was examined.
Methodology: The research employed a descriptive and quantitative approach. Data were
collected from 302 student respondents in Bangladesh using a structured questionnaire based
on a five-point Likert scale. A non-probability convenience sampling method was used. The
data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4 to evaluate the measurement and structural model, including reliability, validity, and path analysis.
Results: The findings revealed that all four independent variables—eWOM, destination
image, digitalization, and perceived personalization—positively influence students’ travel
intentions. Among them, digitalization had the strongest impact. Trustworthiness significantly moderated the relationship between destination image and digitalization with travel intention but had no significant moderating effect on eWOM or personalization.
Limitations: The study was limited to student respondents within Bangladesh and used
convenience sampling, which may affect the generalizability of the findings. It also focused
solely on digital and trust-related factors, excluding other potential influencers like safety,
peer influence, or environmental concerns. Contribution: This research contributes to the tourism and digital marketing literature by providing empirical evidence on how digital factors and trustworthiness shape travel intentions among students in a developing country. It offers practical insights for tourism marketers and policymakers to tailor digital strategies toward the youth travel segment.
