ABSTRACT

The aim of this research are to analyze the effect of Tourist destination online content (TDOC) perceptions on satisfaction, behavioral intentions, and digital marketing interactions; to analyze the effect of satisfaction and digital marketing on behavioral intentions of tourists; to analyze the effect of Satisfaction and digital marketing interactions as mediation variable between tourist behavioral intentions and TDOC perceptions. This research uses quantitative method and use Partial Least Squares (PLS) to analyze data. Surveys are employed for data collection. The result of this research showed that Tourist destination online content (TDOC) perceptions have a positive impact on their satisfaction, Tourists’ TDOC perceptions positively impact their behavioral intentions, Tourists’ TDOC perceptions significantly and positively affect digital marketing interactions, Satisfaction can't mediates between tourist behavioral intentions and TDOC perceptions, Satisfaction significantly and positively affects the behavioral intentions of tourists, Digital marketing interactions have a positive impact on the behavioral intentions of tourists, Digital marketing can't mediate tourist behavioral intentions and TDOC perceptions. The suggestions of this research are destination marketers can focus more on creating engaging, informative and visually appealing content, marketers should increase destination-related content because effective tourist destination online content can be a powerful tool to increase destination loyalty and word-of-mouth promotion, digital marketing can emphasize the role of online content in engaging tourists through various digital platforms. this suggests that high-quality TDOC can strengthen digital marketing efforts, leading to increased interaction and engagement and destination marketers need to invest in strong digital marketing campaigns that resonate with tourists.