Yıl 2020, Cilt 6 , Sayı 1, Sayfalar 79 - 98 2020-06-30

The Effect of Digital Content Marketing on Tourists’ Purchase Intention

Serife YAZGAN PEKTAS [1] , Azize HASSAN [2]


The purpose of this study is to reveal the effect of digital contents on tourists’ purchase intention using the persuasion knowledge model. For this purpose, data were collected by purpose sampling method between 25 December 2018 and 31 January 2019 with the approval of Bartin University Social and Humanities Ethics Committee. The obtained 105 data were analyzed. As a result of the analysis, it was found that there were significant positive relationships between tourists’ purchase intention, eWOM and suspicion sub-dimensions (reliability, disbelief). While the reliability of the subdimensions of the suspicion scale influenced eWOM and tourists’ purchase intention, it did not appear to have an impact on persuasive information. In addition to the negative correlation between persuasion and suspicion sub-dimensions, it was found that the sub-dimensions of suspicion did not affect persuasion.
Digital content marketing, Persuasion knowledge model, Electronic word-of-mouth, Suspicion, Tourists’ purchase intention
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Birincil Dil en
Konular Sosyal
Bölüm Makaleler
Yazarlar

Orcid: 0000-0001-7467-6669
Yazar: Serife YAZGAN PEKTAS (Sorumlu Yazar)
Kurum: BARTIN UNIVERSITY
Ülke: Turkey


Orcid: 0000-0003-2509-1415
Yazar: Azize HASSAN
Kurum: Ankara Hacı Bayram Veli University
Ülke: Turkey


Destekleyen Kurum The authors declared that this study has received no financial support.
Tarihler

Başvuru Tarihi : 31 Temmuz 2019
Kabul Tarihi : 12 Kasım 2019
Yayımlanma Tarihi : 30 Haziran 2020

Bibtex @araştırma makalesi { iuturizmoloji690246, journal = {Journal of Tourismology}, issn = {}, eissn = {2459-1939}, address = {}, publisher = {İstanbul Üniversitesi}, year = {2020}, volume = {6}, pages = {79 - 98}, doi = {10.26650/jot.2020.6.1.0011}, title = {The Effect of Digital Content Marketing on Tourists’ Purchase Intention}, key = {cite}, author = {Yazgan Pektas, Serife and Hassan, Azize} }
APA Yazgan Pektas, S , Hassan, A . (2020). The Effect of Digital Content Marketing on Tourists’ Purchase Intention . Journal of Tourismology , 6 (1) , 79-98 . DOI: 10.26650/jot.2020.6.1.0011
MLA Yazgan Pektas, S , Hassan, A . "The Effect of Digital Content Marketing on Tourists’ Purchase Intention" . Journal of Tourismology 6 (2020 ): 79-98 <https://dergipark.org.tr/tr/pub/iuturizmoloji/issue/52515/690246>
Chicago Yazgan Pektas, S , Hassan, A . "The Effect of Digital Content Marketing on Tourists’ Purchase Intention". Journal of Tourismology 6 (2020 ): 79-98
RIS TY - JOUR T1 - The Effect of Digital Content Marketing on Tourists’ Purchase Intention AU - Serife Yazgan Pektas , Azize Hassan Y1 - 2020 PY - 2020 N1 - doi: 10.26650/jot.2020.6.1.0011 DO - 10.26650/jot.2020.6.1.0011 T2 - Journal of Tourismology JF - Journal JO - JOR SP - 79 EP - 98 VL - 6 IS - 1 SN - -2459-1939 M3 - doi: 10.26650/jot.2020.6.1.0011 UR - https://doi.org/10.26650/jot.2020.6.1.0011 Y2 - 2019 ER -
EndNote %0 Journal of Tourismology The Effect of Digital Content Marketing on Tourists’ Purchase Intention %A Serife Yazgan Pektas , Azize Hassan %T The Effect of Digital Content Marketing on Tourists’ Purchase Intention %D 2020 %J Journal of Tourismology %P -2459-1939 %V 6 %N 1 %R doi: 10.26650/jot.2020.6.1.0011 %U 10.26650/jot.2020.6.1.0011
ISNAD Yazgan Pektas, Serife , Hassan, Azize . "The Effect of Digital Content Marketing on Tourists’ Purchase Intention". Journal of Tourismology 6 / 1 (Haziran 2020): 79-98 . https://doi.org/10.26650/jot.2020.6.1.0011
AMA Yazgan Pektas S , Hassan A . The Effect of Digital Content Marketing on Tourists’ Purchase Intention. Journal of Tourismology. 2020; 6(1): 79-98.
Vancouver Yazgan Pektas S , Hassan A . The Effect of Digital Content Marketing on Tourists’ Purchase Intention. Journal of Tourismology. 2020; 6(1): 79-98.