Digital Platforms and the Tourist Decision-Making Process: A Study on the "Rota Das Águas" in Porto Velho, Rondônia, Brazil

Purpose – To understand how digital platforms influence the decision-making process of tourists when choosing the Rota das Águas, in Porto Velho, Rondônia, Brazil, as a tourist destination. Design/methodology/approach – A quantitative, descriptive study was conducted using a structured questionnaire based on the Integrative Model of Tourist Information Search Behavior, applied to 143 participants through non-probabilistic convenience sampling. Findings – Digital platforms play a central role in the discovery, evaluation and choice of the destination, mainly through audiovisual content and other users' reviews; however, gaps were identified in the clarity, depth and quality of online information, which limit the full use of the region's tourism potential. Practical implications – The findings support destination managers and policymakers in designing evidence-based digital marketing strategies, including personalized content and engagement of local influencers. Originality/value – By empirically testing the Integrative Model in an underexplored Amazon context, the study offers original evidence on how audiovisual content and reviews shape destination choice, contributing to the literature on digital tourism. Research limitations – Because of the non-probabilistic convenience sampling, the findings cannot be statistically generalized and should be interpreted as exploratory and representative of the studied sample.