Abstract

This study investigates the complex dynamics of consumer behavior in the digital tourism landscape, specifically focusing on the relationships between online promotions (OP), purchase intentions (PI), and online purchase decisions (OPD) among tourists in, Pakistan. Targeting tourists utilizing Android mobile devices and engaging with tourist companies in the specified regions, the study collected data from 220 respondents through a self-administered questionnaire. Utilizing advanced statistical analyses via SPSS software, the study confirms relationships between OP and PI, PI and OPD, and OP and OPD. Notably, the findings reveal that purchase intentions serve as a partial mediator in the relationship between online promotions and online purchase decisions. This nuanced understanding underscores the complex interplay between promotional stimuli and consumers' cognitive processes, highlighting the significant role of purchase intentions in shaping actual purchase behavior in the digital tourism domain. The study contributes to both academia and industry by advancing theoretical knowledge of consumer behavior in digital tourism and providing actionable insights for businesses and policymakers. By recognizing the mediating role of purchase intentions, businesses can refine their marketing strategies to attract consumer attention and cultivate favorable purchase intentions, ultimately driving online tour purchases and fostering long-term customer relationships in the dynamic and competitive digital marketplace.