Leveraging Digital Innovation: Enhancing Tourist Intentions Through Social Media, Websites, and Mobile App Experiences

The aim of the study was to analyze the relationship between Social Media Engagement, Website Usability, and Mobile App Experiences concerning to E-Satisfaction and Intention to Visit. The Method involved selecting respondents who had used social media, website, and official government tourism applications in Thailand. The research found that Social Media Engagement influences E-Satisfaction, Website Usability influences Intention to Visit, Mobile App Experiences influence E-Satisfaction, Mobile App Experiences influence Intention to Visit, E-Satisfaction influences Intention to Visit. However, Social Media Engagement does not influence Intention to Visit, and Website Usability does not influence E-Satisfaction. The limitation of this study is its exclusive focus on studying interest in visiting Thailand through social media, websites, and applications, neglecting other promotional media. Further studies could explore other aspects influencing the decision-making process of prospective tourists when planning their travel.