Digital Content Marketing Influences People to Visit Tourist Destinations

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.

Content Creator Strategy as Tourism Journalism for Post-Covid-19 Pandemic Recovery

“…On YouTube, content creators and influencers are deemed influential in boosting tourist attraction in specific areas, and their engaging content is viewed as a potential solution for tourism recovery post the COVID-19 pandemic. Several studies highlight the use of tourism awareness groups or "kelompok sadar wisata" (pokdarwis) as content creators to market tourism in their regions (Chloridiany, 2021); (Sari et al, 2023); (Japarrudin et al, n.d.). The innovative message delivery by content creators proves effective in conveying positive messages.…”