Gender Differences: How Attitude Toward Using Digital Content Marketing Affects Indonesian Travel Behaviour

Abstract

The tourism industry holds significant global importance, impacting economies and involving multiple sectors. Indonesia, with its vast population and abundant natural beauty, stands as a key player in this sector. As digital technology advances, it reshapes marketing strategies, with digital content marketing (DCM) emerging as a vital tool. This study explores the impact of DCM on consumer behavior within Indonesia's tourism industry, incorporating gender as a moderating factor. The research employs a Partial Least Square (PLS) Structural Equation Modeling approach, supported by SmartPLS 3 software, to assess construct validity, reliability, and hypothesis testing. Findings reveal the critical role of DCM in shaping consumer attitudes and purchase intentions, with notable gender differences.