A STUDY OF DIGITAL CONTENT MARKETING ON CONSUMER ENGAGEMENT IN THE TOURISM SECTOR

• Main Author: Khairani, Asmara
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/62214
• Institution: Institut Teknologi Bandung

Digital content marketing has become one of the main tools in the tourism sector, as Indonesia wants to improve the tourism sector affected by the pandemic, understanding factors affecting its effectiveness is the key to boost tourism. However, there is limited knowledge about this topic, particularly relating to consumer engagement. The study examines how content types, namely persuasive and informative contents, affect affect consumer engagement on the Instagram platform. This study uses content analysis by dividing the type of content into persuasive and informative. The content analysis results are used for quantitative studies that aim to identify how millennials respond to digital content marketing in tourism. The quantitative phase was conducted by taking an online survey with 132 respondents using pre-experimental research. After seeing the content presented, the measurement will then be carried out based on emotional engagement and cognitive engagement to the respondent's behavior using structural equation modelling. The qualitative phase shows that persuasive content has the most engagement based on the number of likes and comments. Also, in the quantitative stage, digital content marketing has the greatest influence on emotional engagement. In contrast, cognitive engagement has the most engagement on planning-trip behavior. This study can also contribute to the literature on digital content marketing and consumer engagement concept