The Mediating Effect of Perceived Value on the Relationship between Online Promotion and Travel Intention

The current article investigates the mediating effect of perceived value on the relationship between online promotion and travel intention among the potential Saudi visitors to Jordan. Informed by the theory of planned behavior, the technology acceptance model and prospect theory, results were acquired from a questionnaire involving 210 visitors. Partial least squares structural equation modeling was employed to study the findings, with positive relationships being discovered between three areas: online promotion and travel intention; online promotion and perceived value; and perceived value and travel intention. The relationship between online promotion and travel intention was mediated by perceived value, meaning tourism and travel organizations can implement online promotion to clarify the perceived value in order to boost the likelihood of visitors going to a destination