Content quality and aesthetics: How visual appeal and informativeness shape travel decisions

The digital transformation of tourism marketing has positioned social media influencers as key drivers of travel decisions, yet the specific content attributes that influence tourist behavior remain understudied. This study investigated how aesthetic appeal and informativeness of social media content shape travel decisions among Saudi domestic tourists. A quantitative cross-sectional survey was conducted with 550 participants across six major regions in Saudi Arabia, utilizing structural equation modeling to analyze relationships between content quality dimensions and tourist behavior. The measurement model demonstrated excellent reliability for both aesthetic quality (α = 0.92) and informativeness (α = 0.94) constructs. Results revealed significant direct effects of both aesthetic appeal (β = 0.17, p < 0.001) and informativeness (β = 0.12, p = 0.014) on tourist travel decisions, with the model explaining 56% of variance in behavioral outcomes. The findings demonstrate that effective tourism content must integrate visual excellence with substantive informational value, challenging traditional form-versus-function approaches. This research provides empirical evidence for tourism marketers and destination management organizations, suggesting that content optimization strategies should prioritize both aesthetic quality and informational depth to maximize influence on travel decision-making processes.