Abstract:
With the increased penetration of social media, its use as a promotional tool has
become a notable trend. This shift is particularly evident in advertising, where social
media platforms have emerged as a more cost-effective mode of promotion.
However, the effectiveness and usability of these tools vary across industries, making
this an interesting area for further research. Therefore, this study investigates the
impact of Facebook advertising value on destination visit intention, with place
attachment as a mediating factor, focusing on Nuwara Eliya in Sri Lanka’s Western
Province. A cross-sectional quantitative survey was conducted with 252 Facebook
users aged 18–35, and the data were analysed using the Structural Equation
Modelling (SEM). Advertising value was measured through four dimensions,
namely, informativeness, entertainment, credibility, and irritation. All the constructs,
including place attachment (mediating variable) and visit intention (dependent
variable), were measured using 5-point Likert scales. The findings of the study
revealed that informativeness, entertainment, and credibility positively influenced
destination visit intention, whereas irritation had a negative effect, and overall
advertising value as a construct demonstrated a significant positive impact on
destination visit intention. Furthermore, findings also demonstrated that place
attachment significantly mediated the relationship between advertising value and visit
intention (indirect β = 0.723; 95% CI [0.612, 0.842]). The model demonstrated strong
explanatory power, accounting for 72% of the variance in visit intention (R² = 0.72).
The results highlight that emotionally engaging Facebook advertisements strengthen
cognitive and affective attachment to destinations, enhancing travellers’ intention to
visit. The study contributes to digital tourism literature by validating place attachment
as a mediating mechanism and demonstrating the utility of SEM in tourism studies.
Practically, travel marketers should design credible, informative, and entertaining
advertising content to foster emotional connections and encourage travel.
