The Impact of Digital Content Marketing on Travel Intentions to Tourist Destinations: A Proposed Model Based on Perceived Value and Loyalty
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Abstract
Objective: this study analyzes the antecedents of the intention to travel to tourist destinations using digital content marketing (DCM) based on the advertising value theory and the brand loyalty theory from an attitudinal perspective. Methods: a quasi-experimental design was applied with two groups: treatment and control. The treatment group answered an initial questionnaire focused on loyalty and intention to travel, followed by exposure to a stimulus, and then a second questionnaire covering all constructs. The control group completed the same loyalty and intention constructs in both phases, without exposure to the stimulus. Data were analyzed using t-tests and structural equation modeling with SPSS and AMOS. Results: the t-test confirmed that DCM positively influences perceptions of loyalty and intention to travel. Results of the structural equation modeling showed that the perceived value of DCM, measured through personalization, informativeness, entertainment, and credibility, has a significant impact on destination loyalty and the intention to travel. Conclusions: the study offers theoretical contributions by applying experimental research methods to tourism consumer behavior and expanding the advertising value theory to a new context. From a managerial perspective, it provides relevant insights for marketers, organizations, and tourist destinations interested in adopting DCM strategies to enhance consumer engagement and travel intentions.
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Souza, J. de, Marques Júnior, S., & Mendes-Filho, L. (2025). The Impact of Digital Content Marketing on Travel Intentions to Tourist Destinations: A Proposed Model Based on Perceived Value and Loyalty. Brazilian Administration Review, 22(2), e240188. https://doi.org/10.1590/1807-7692bar2025240188
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