Mediating Role of Trust in Hotel between Social Network Marketing and Star-Rated Hotel Bookings’ Intention in Yunnan, China

This article delves into the crucial mediating role of trust in hotels within the relationship between social network marketing (SNM) and star-rated hotel bookings' intention in Yunnan, China.By integrating theoretical frameworks from marketing and consumer behavior research, along with empirical evidence from the local hospitality industry, the study explores how SNM strategies influence trust building, and how trust, in turn, impacts consumers' booking intentions.Through a comprehensive analysis, practical implications for hotels in Yunnan are proposed, aiming to enhance their marketing effectiveness and competitiveness in the highly competitive tourism market.The findings contribute to a deeper understanding of the complex interplay between digital marketing, trust, and consumer decision-making in the context of the Chinese hospitality sector.