Digital content marketing as an influencer in the travel planning process
An analysis from the extended Technology Acceptance Model
DOI:
https://doi.org/10.29149/mtr.v8i2.7357Keywords:
technology acceptance model, digital content marketing, travel planning, tourismAbstract
Amid the constant changes in marketing to develop strategies that reach such a diverse consumer audience, digital content marketing (DCM) emerges, in the market and in academic literature, as an innovative technique for the dissemination of goods and services, especially because traditional advertising no performs its role as before, and the consumer is often aware of the “intrusive role” it plays. This study aims to add knowledge regarding the impact of DCM on tourist consumer behavior, more specifically as a technological tool to assist in travel planning. Then, an exploratory-descriptive study was developed, with quantitative results, from an experimental research with possible travelers to two Brazilian destinations: Morro de São Paulo and Ilha de Boipeba/BA. Thus, an extended version of the Technology Acceptance Model – TAM, was used for the analysis. The hypotheses were tested through structural equation modeling in the AMOS 22 software. The main dimensions that impact the attitude in using the DCM are “perceived usefulness”, from the original model, and “perceived convenience”, from the proposed extension. The positive relationship between “attitude” and “intention” to use the DCM was also verified, which are configured as the main dependent dimensions of the model. Therefore, it can be inferred that the model proposed in this research considerably represents the factors that influence the attitude and intention of users to use DCM materials to plan trips to tourist destinations.
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