The Impact of Voice Marketing on Purchasing Intention in the Tourism and Hospitality Sector: The Mediating Roles of Customers’ Satisfaction, Commitment and Trust

The current study explores the impact of audio marketing on the purchase intention of travel agencies and hotel customers, considering the mediating roles of satisfaction, commitment, and trust in this relationship. A quantitative approach was used to achieve the research objective, using data collected from customers of Class A travel agencies and hotels in Greater Cairo. WARP-PLS was used to test the research hypotheses. Three hundred questionnaires were distributed to Class A travel agencies and three hundred questionnaires to 22 five-star hotels, with 256 and 283 valid questionnaires returned, respectively. This yielded a response rate of 85.3% and 94.3%, respectively. It was found that the adoption of audio marketing by hotels and travel agents contributes to their customers' satisfaction, commitment, and trust, which in turn leads to positive purchase/repurchase intentions. It provides useful guidance for tourism and hospitality organizations to improve the purchase of their products/services through audio marketing tools and functions. There is a lack of empirical studies from the customer perspective on how audio marketing can improve customer experience and purchase intentions. The study also provides insights for travel agents and hotels to help them invest in engaging their customers through audio marketing tools, improving customer satisfaction and retention.