Study on the Impact of Information, Interface, and Interactivity of Digital Marketing Channels on the Intention to Visit Thanh Hoa Tourist Destinations: The Mediating Role of Tourist Satisfaction on Digital Marketing Application
Keywords:
digital marketing, satisfaction, intention to visit, tourist destination
Abstract
The study examines the impact of information, interface, and interactivity of digital marketing channels on tourist satisfaction with the current status of digital marketing applications in Thanh Hoa. In addition, the impact of tourist satisfaction on the intention to visit Thanh Hoa's tourist destination is also tested in the research model. This study uses a convenient random data collection method for 305 people across the country who have searched for tourist information about Thanh Hoa on digital marketing channels; data collected from the survey were cleaned and analyzed using Smart PLS4 software. The results of this study have demonstrated that information, interactivity, and interface of digital marketing channels not only directly affect satisfaction but also indirectly affect the intention to visit through satisfaction. The study provides some theoretical and practical implications that the study can achieve.
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Allameh, S. M., Pool, J. K., Jaberi, A., Salehzadeh, R., & Asadi, H. (2015). Factors influencing sport tourists’ revisit intentions: The role and effect of destination image, perceived quality, perceived value and satisfaction. Asia Pacific Journal of Marketing and Logistics, 27(2), 191–207. https://doi.org/10.1108/APJML-12-2013-0159
Amalia, J. R., & Hanika, I. M. (2021). Tourism in digital era: The influence of digital marketing on the intention to visit museum. Jurnal Komunikasi: Malaysian Journal of Communication, 37(3), 274–287. https://doi.org/10.17576/JKMJC-2021-3703-16
Armutcu, B., Tan, A., Amponsah, M., Parida, S., & Ramkissoon, H. (2023). Tourist behaviour: The role of digital marketing and social media. Acta Psychologica, 240(August). https://doi.org/10.1016/j.actpsy.2023.104025
Blasco-Lopez, F., Recuero Virto, N., Aldas Manzano, J., & Cruz Delgado, D. (2019). Facebook’s power: factors influencing followers’ visit intentions. Spanish Journal of Marketing - ESIC, 23(1), 95–117. https://doi.org/10.1108/SJME-06-2018-0032
Chamboko-Mpotaringa, M., & Tichaawa, T. M. (2021). Tourism Digital Marketing Tools and Views on Future Trends: A Systematic Review of Literature. African Journal of Hospitality, Tourism and Leisure, 10(2), 712–726. https://doi.org/10.46222/ajhtl.19770720-128
Gul, Y., & Tekeli, H. N. (2019). The Importance and Role of Digital Marketing in the Preference of Touristic Products in Turkey. University of South Florida M3 Center Publishing, 1–18.
Hair, J. F., Black, W. C., Babin, B. ., & Anderson, R. (2010). Multivariate data analysis (7th ed.). Prentice Hall.
Hollebeek, L. D., & Macky, K. (2019). Digital Content Marketing’s Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing, 45(February), 27–41. https://doi.org/10.1016/j.intmar.2018.07.003
Holtham, G., & Hazelwood, A. (2019). The influence of interface quality, information quality and customer service on customer satisfaction at online shop in Manado at Sam Ratulangi university students. Jurnal EMBA, 7(1), 401–410. https://doi.org/10.4324/9780203840160-14
Hsieh, C. M., Park, S. H., & McNally, R. (2016). Application of the Extended Theory of Planned Behavior to Intention to Travel to Japan Among Taiwanese Youth: Investigating the Moderating Effect of Past Visit Experience. Journal of Travel and Tourism Marketing, 33(5), 717–729. https://doi.org/10.1080/10548408.2016.1167387
Lyu, S. O., & Hwang, J. (2015). Are the days of tourist information centers gone? Effects of the ubiquitous information environment. Tourism Management, 48, 54–63. https://doi.org/10.1016/j.tourman.2014.11.001
Mathew, V., & Soliman, M. (2021). Does digital content marketing affect tourism consumer behavior? An extension of technology acceptance model. Journal of Consumer Behaviour, 20(1), 61–75. https://doi.org/10.1002/cb.1854
Perera, L. A. P. C., Rathnayaka, B. R. M. G. M., & Bopage, Y. W. (2021). Effect of Digital Marketing Strategies on Destination Choice of Domestic Travelers during Post COVID 19 Waves: Special Reference to Ella, Sri Lanka. 10th ICME at University of Ruhuna, Sri Lanka, September 2021, 365–376.
Rodrigues, S., Correia, R., Gonçalves, R., Branco, F., & Martins, J. (2023). Digital Marketing’s Impact on Rural Destinations’ Image, Intention to Visit, and Destination Sustainability. Sustainability (Switzerland), 15(3), 1–20. https://doi.org/10.3390/su15032683
Sumantri, D., & Rahmat, T. (2023). Increasing Tourist Intention To Visit Of Coastal And Marine Tourism Visits Through Digital Marketing. Jurnal Manajerial, 10(01), 81. https://doi.org/10.30587/jurnalmanajerial.v10i01.4651
White, M. (2012). Digital workplaces: Vision and reality. Business Information Review, 29(4), 205–214. https://doi.org/10.1177/0266382112470412
Zhang, D., Saengon, P., Pungnirund, B., & Kortana, T. (2022). Influence of Digital Marketing, Image, and Decision Making on the Loyalty of Chinese Tourists Visiting Thailand. Journal of Positive School Psychology, 2022(2), 2982–2998. http://journalppw.com
Published
2024-09-02
How to Cite
Xuan, N. T. T., & Nuong, L. T. (2024). Study on the Impact of Information, Interface, and Interactivity of Digital Marketing Channels on the Intention to Visit Thanh Hoa Tourist Destinations: The Mediating Role of Tourist Satisfaction on Digital Marketing Application. European Journal of Science, Innovation and Technology, 4(4), 113-125. Retrieved from https://ejsit-journal.com/index.php/ejsit/article/view/494
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Copyright (c) 2024 Nguyen Thi Thanh Xuan, Le Thi Nuong
This work is licensed under a Creative Commons Attribution 4.0 International License.
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