Determinants of Students’ Travel Intentions in the Digital Age: The Moderating Role of Trustworthiness

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.