Analysis destination image of the intention on the tourists: A reflection the role of social media moderation in the hotel industry

Social media is one of the fastest growing marketing channels and now more than two thirds of Internet users are involved. The hotel industry is one of the main pillars of tourism activity, with many countries investing heavily in the hotel sector as a result of attracting more tourists. The purpose of the study was to investigate the effect of the destination image of the intention on the tourists with regard to the role of social media moderation in the hotel industry. The research population of this study includes all tourists visiting 5 star hotels Tabriz (Pars, Shahryar and Kaya). With regard to the unlimited of the population, the minimum sample size at 95% confidence level and accuracy of 5% were selected using the Cochran formula 384 people. Data gathering tool was a standard questionnaire, whose validity was confirmed by experts and its reliability was estimated by Cronbach' alpha coefficient. Present study is an applied research in terms of purpose and it is regarded to be a correlative descriptive research based on the way of obtaining required data. Analyzed data collected from statistical methods, descriptive and inferential statistics was used. The findings of this research showed that the destination image has a positive and significant impact on the intention of the traveler. Also the Destination image effects on the intention tourists to travel with the role of moderating social media.