Measuring the impact of mobile marketing on the purchase decision of a sample of tourists using the modeling of structural equations - A case study of tourists in a Saida state -

The study aims to clarify the effect of mobile tourism marketing tools (SMS، QR، mobile browsers، mobile apps، mobile paid advertising، social networking sites) on the tourist's purchasing decision. Therefore، a form was distributed to a sample of 96 tourists from a Saida state، where data was processed using structural equation models (PLS microsquares method). The study results were obtained after statistical processing using SMART PLS 2 .3 . 8. Mobile tourism marketing tools، mobile browsers، mobile paid announcements، and social networking sites have had a positive impact on the purchase decision. Unlike other mobile marketing tools، which are sms messages، Qr code and mobile apps، they have had no impact on the tourist's purchasing decision.