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The influence of cognitive and emotional engagement on digital content marketing in the tourism industry

Yıl 2022, Cilt 4, Sayı 1, 14 - 29, 30.06.2022
https://doi.org/10.48119/toleho.995179

Öz

This study investigates how millennials respond to digital content marketing in the tourism industry. The measurement is based on the respondent's emotional and cognitive engagement with the presented content. People generally use social media for tourism purposes, and it quickly changes customer behavior when traveling in the digital era. Traditional content marketing has now turned into digital content marketing. The more people view digital content, the more it affects customer engagement. It is critical to investigate how social media marketing can promote destinations in Indonesia, particularly as the country attempts to improve its tourism industry, which is currently suffering significant losses due to the pandemic. Digital content marketing on social media often facilitates customer engagement, but none of these trends has been thoroughly studied. There is a need for recommendations for tourism organizations. Also, customer engagement is widely discussed in education, psychology, and work, but it is still rare to find a more detailed discussion in the marketing field. This study conducted a pre-experimental survey with 132 respondents and applied Structural Equation Modelling to test the extent of customer engagement. The results show that digital content marketing has the most substantial influence on emotional engagement, and cognitive engagement has the most influence on planning trip behaviors. This study can contribute to digital content marketing concepts, consumer engagement, and tourism-related literature.

Kaynakça

  • Ahmad, M., Akhtar, N., Jabeen, et al., (2021). Intention-based critical factors affecting willingness to adopt Novel Coronavirus prevention in Pakistan: Implications for future pandemics. International journal of environmental research and public health, 18(11), 6167.
  • Ajina, A. S. (2019). The perceived value of social media marketing: an empirical study of online word-of-mouth in Saudi Arabian context. Entrepreneurship and Sustainability Issues, 6(3), 1512-1527.
  • Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271.
  • Cleary, T. J., & Zimmerman, B. J. (2012). A cyclical self-regulatory account of student engagement: Theoretical foundations and applications. In Handbook of research on student engagement (pp. 237-257). Springer, Boston, MA.
  • Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing consumer engagement: duality, dimensionality and measurement. Journal of Marketing Management, 32(5-6), 399-426.
  • Dogru, T., et al., (2019). The balance of trade and exchange rates: Theory and contemporary evidence from tourism. Tourism Management, 74, 12-23.
  • Fernandes, T., & Moreira, M. (2019). Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships. Journal of Product & Brand Management, 28(2), 274-286.
  • Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review.
  • Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597-609.
  • Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555-573.
  • Işık, C., Sirakaya-Turk, E., & Ongan, S. (2020). Testing the efficacy of the economic policy uncertainty index on tourism demand in USMCA: Theory and evidence. Tourism Economics, 26(8), 1344-1357.
  • Işık, C., Dogru, T., & Turk, E. S. (2018). A nexus of linear and non‐linear relationships between tourism demand, renewable energy consumption, and economic growth: Theory and evidence. International Journal of Tourism Research, 20(1), 38-49.
  • Karagöz, D., et al., (2021). Solo female travel risks, anxiety and travel intentions: Examining the moderating role of online psychological-social support. Current Issues in Tourism, 24(11), 1595-1612.
  • Klassen, K. M., Borleis, E. S., Brennan, L., Reid, M., McCaffrey, T. A., & Lim, M. S. (2018). What people “like”: Analysis of social media strategies used by food industry brands, lifestyle brands, and health promotion organizations on Facebook and Instagram. Journal of Medical Internet Research, 20(6), e10227.
  • Koščak, M., Knežević, M., Binder, D., Pelaez-Verdet, A., et al., (2021). Exploring the neglected voices of children in sustainable tourism development: A comparative study in six European tourist destinations. Journal of Sustainable Tourism, 1-20.
  • Lujja, A., & Özata, F. Z. (2017). The Consequences of Consumer Engagement in Social Networking Sites 1. Business and Economics Research Journal, 8(2), 275-291.
  • Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinión in Psychology, 10, 17-21.
  • Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27-36.

Yıl 2022, Cilt 4, Sayı 1, 14 - 29, 30.06.2022
https://doi.org/10.48119/toleho.995179

Öz

Kaynakça

  • Ahmad, M., Akhtar, N., Jabeen, et al., (2021). Intention-based critical factors affecting willingness to adopt Novel Coronavirus prevention in Pakistan: Implications for future pandemics. International journal of environmental research and public health, 18(11), 6167.
  • Ajina, A. S. (2019). The perceived value of social media marketing: an empirical study of online word-of-mouth in Saudi Arabian context. Entrepreneurship and Sustainability Issues, 6(3), 1512-1527.
  • Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271.
  • Cleary, T. J., & Zimmerman, B. J. (2012). A cyclical self-regulatory account of student engagement: Theoretical foundations and applications. In Handbook of research on student engagement (pp. 237-257). Springer, Boston, MA.
  • Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing consumer engagement: duality, dimensionality and measurement. Journal of Marketing Management, 32(5-6), 399-426.
  • Dogru, T., et al., (2019). The balance of trade and exchange rates: Theory and contemporary evidence from tourism. Tourism Management, 74, 12-23.
  • Fernandes, T., & Moreira, M. (2019). Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships. Journal of Product & Brand Management, 28(2), 274-286.
  • Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review.
  • Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597-609.
  • Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555-573.
  • Işık, C., Sirakaya-Turk, E., & Ongan, S. (2020). Testing the efficacy of the economic policy uncertainty index on tourism demand in USMCA: Theory and evidence. Tourism Economics, 26(8), 1344-1357.
  • Işık, C., Dogru, T., & Turk, E. S. (2018). A nexus of linear and non‐linear relationships between tourism demand, renewable energy consumption, and economic growth: Theory and evidence. International Journal of Tourism Research, 20(1), 38-49.
  • Karagöz, D., et al., (2021). Solo female travel risks, anxiety and travel intentions: Examining the moderating role of online psychological-social support. Current Issues in Tourism, 24(11), 1595-1612.
  • Klassen, K. M., Borleis, E. S., Brennan, L., Reid, M., McCaffrey, T. A., & Lim, M. S. (2018). What people “like”: Analysis of social media strategies used by food industry brands, lifestyle brands, and health promotion organizations on Facebook and Instagram. Journal of Medical Internet Research, 20(6), e10227.
  • Koščak, M., Knežević, M., Binder, D., Pelaez-Verdet, A., et al., (2021). Exploring the neglected voices of children in sustainable tourism development: A comparative study in six European tourist destinations. Journal of Sustainable Tourism, 1-20.
  • Lujja, A., & Özata, F. Z. (2017). The Consequences of Consumer Engagement in Social Networking Sites 1. Business and Economics Research Journal, 8(2), 275-291.
  • Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinión in Psychology, 10, 17-21.
  • Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27-36.

Ayrıntılar

Birincil Dil İngilizce
Konular Otelcilik, Konaklama, Spor ve Turizm
Bölüm Peer-reviewed Articles
Yazarlar

Asmara KHAİRANİ> (Sorumlu Yazar)
School of Business and Management Bandung Institute of Technology
0000-0002-7246-3253
Indonesia


Ira FACHİRA Bu kişi benim
Bandung Institute of Technology
Türkiye

Yayımlanma Tarihi 30 Haziran 2022
Başvuru Tarihi 14 Eylül 2021
Kabul Tarihi 27 Aralık 2021
Yayınlandığı Sayı Yıl 2022, Cilt 4, Sayı 1

Kaynak Göster

APA Khairani, A. & Fachira, I. (2022). The influence of cognitive and emotional engagement on digital content marketing in the tourism industry . Journal of Tourism Leisure and Hospitality , 4 (1) , 14-29 . DOI: 10.48119/toleho.995179

Abstracting & Indexing

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