Investigating the role of DCM to consumer behavioral intention: A study on the Vietnamese tourism industry

Abstract

Purpose - According to this research, tourism businesses need to adopt modern marketing tactics to stay competitive in today's rapidly changing environment. Digital content marketing (DCM) has emerged as a powerful promotional strategy that can have a significant impact on tourist behavior. Design/method – The study analyzes an extended technology acceptance model (TAM) in the city of Da Nang, Vietnam, to understand the effect of DCM on consumer behavior. The research involved surveying 248 residents in the city, and the data was analyzed using various statistical methods. Findings - According to the results, the key components of TAM do a decent job of explaining how people feel and act when they engage in DCM-related tourism activities. It is also shown that consumers' attitudes are precursors to their intentions and behaviors about the use of DCM to acquire or pick a specific tourism service. Practical implications: The findings indicate that consumers' attitudes towards DCM have a significant influence on their intentions and behaviors to use it to acquire or select a specific tourism service. This research has practical implications for tourist authorities and marketers, as it can help them create and refine tourism strategies and campaigns. Originality/value - The study also contributes to the literature on TAM and digital technology by expanding on two essential concepts related to vacationers' actions and motivations.