EVALUATING THE INFLUENCE OF GEO-TARGETED ADVERTISING ON PURCHASE INTENTION IN SPORT TOURISM: TRUST AS A KEY MEDIATOR IN F&B MOBILE APPLICATIONS

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This research aims to comprehensively examine how Location-Based Advertising (LBA) significantly affects the purchase intention within the dynamic sports tourism sector in Egypt, specifically focusing on the critical role of domestic sport tourists and active event attendees. It places a pivotal emphasis on analyzing the role of trust in mobile applications, investigating how it functions as a crucial mediator between digital advertising traits and traveler decision-making. Driven by Thaler's Utility Theory and the Technology Acceptance Model (TAM), the study evaluates core dimensions including personalization, perceived utility, and current location relevance. The study was conducted using a robust quantitative approach, involving a detailed questionnaire survey of Egyptian mobile users to ensure representative empirical data. The gathered information was rigorously analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) to capture complex direct and indirect relationship patterns. Furthermore, a comparative case study of two major mobile commerce applications—Talabat and Breadfast—was integrated to contextualize the commercial findings within the food and beverage delivery sector. The empirical research results demonstrate that the influence of LBA on booking intention exhibits an asymmetric nature across different platform models. For the Talabat model, LBA and all its core sub-dimensions (personalization, utility, and current location) exert a positive and significant impact on purchase intention, with trust acting as a complete mediator. Conversely, the Breadfast model reveals a significant negative direct effect on purchase intention, displaying a competitive partial mediation or suppression effect where trust acts as a vital buffer against user privacy concerns and perceived intrusiveness. These outcomes offer digital marketers and platform creators the necessary managerial tools and strategic insights to implement consent-based, localized LBA frameworks. Ultimately, such strategies must carefully balance personalization with privacy calculus to actively foster consumer brand trust and sustainable user engagement in the evolving sports tourism market of the future.

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