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.
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Turismo: Visão e Ação, linked to the Graduate Program in Tourism and Hospitality - Master's and Ph.D., is a scientific journal published in a continuous flow system, with an interdisciplinary and international scope. According to Qualis/CAPES criteria (2021-2024), it is classified as 'A4' in the fields of Administration, Accounting Sciences, and Tourism. Registered with ISSN number 1983-7151, Tourismo: Visão e Ação began its activities in 1998 with printed publications in English and Portuguese. In 2008, it transitioned to an online publication, expanding its reach to a broader audience. It maintains a policy of being an open-access journal without submission or access fees. The abbreviated title for the journal is Tur., Visão e Ação, commonly used in bibliographies, footnotes, references, and bibliographic captions.
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