Digital Content Marketing Influences People to Visit Tourist Destinations

Novita Sari; Mahrinasari MS; Erlina Erlina

doi:10.56225/ijassh.v2i3.244

Authors

Novita Sari Doctoral Program of Economics, Faculty of Economics and Business, Universitas Lampung, 35141 Kota Bandar Lampung, Lampung, Indonesia
Mahrinasari MS Doctoral Program of Economics, Faculty of Economics and Business, Universitas Lampung, 35141 Kota Bandar Lampung, Lampung, Indonesia
Erlina Erlina Doctoral Program of Economics, Faculty of Economics and Business, Universitas Lampung, 35141 Kota Bandar Lampung, Lampung, Indonesia

DOI:

https://doi.org/10.56225/ijassh.v2i3.244

Keywords:

digital content marketing, AISAS model, own brand connection, theory of usability and gratification

Abstract

Tourism uses the digital marketing concept and produces digital content marketing (DCM) to communicate services that aim to increase visits to tourist destinations in Indonesia. Therefore, this study aimed to determine DCM’s effectiveness in influencing tourist visits in Indonesia. It adopted the uses and gratification theory, the AISAS marketing communication model, as well as self-brand connection and experience variables. Furthermore, a survey was used with a quantitative approach involving 200 respondents selected using a non-probability sampling technique. Structural equation modeling (SEM) was employed in data analysis with partial least squares (PLS) software. The results showed that DCM containing information about a tourist destination, as well as an invitation to visit a destination, attracts the attention of consumers. In this case, consumers need to find information through websites and social media. Moreover, DCM that prioritizes content designed to the intended consumers’ self-concept cannot help consumers seek information about a tourist destination. Therefore, the invitation to visit is also attractive and makes consumers seek information through websites and social media.

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