Abstract
In order to attract more tourists to visit a particular place, destination content marketing plays an important role. Tourism research has recently shown an interest in destination content marketing; especially when tourism destination is advertised. Currently, there is no scale available to measure content marketing for promoting tourism destination. The present study has two primary objectives. First, to investigate the dimension of destination content marketing in destination related context. Second, to develop and validate a multiple-item scale for measuring content marketing towards tourism destination. This study uses a rigorous scale development technique which involves three stages of scale development using 3 separate studies. The study confirms that destination content marketing scale (DESCONTMARKS) comprises of three dimensions, measured with 10 items. The implications of the destination content marketing scale for practitioners, as well as suggestions for future research are provided.
Highlights
The world is filled with many exotic destinations that spark aggressive competition to lure in tourists and travellers
Effective advertising tactics are crucial in influencing tourists‟ decisions in choosing a particular destination
Scale purification, a procedure that involved the computation of Cronbach alphas and corrected item-total correlations, and the employment of exploratory factor analysis (EFA) to evaluate the scale dimensionality
Summary
The world is filled with many exotic destinations that spark aggressive competition to lure in tourists and travellers. Effective advertising tactics are crucial in influencing tourists‟ decisions in choosing a particular destination. Destination authorities and practitioners depend on destination advertisements to attract potential travellers because a successful advertisement will promote tourist visitation. There are multiple mediums of advertising to promote tourist destinations such as televisions, radios, billboards, posters, information kiosks and many more (Spencer, 2013). It is challenging to identify the most effective advertising method. The high competition between destinations and the amount of general advertising in the market had encouraged the need to explore new marketing techniques to create novel advertising strategies that attract travellers
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