Gender Differences: How Attitude Toward Using Digital Content Marketing Affects Indonesian Travel Behaviour
Dublin Core
Title
Gender Differences: How Attitude Toward Using Digital Content Marketing Affects Indonesian Travel Behaviour
Creator
Adhika Putra Wicaksono, Bobby Ardiansyahmiraja, Adi Prasetyo Tedjakusuma
Proceedings Item Type Metadata
meta_title
Gender Differences: How Attitude Toward Using Digital Content Marketing Affects Indonesian Travel Behaviour
Abstract/Description
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.
publication_date
2024/06/15
pdf_url
https://insyma.org/proceedings/files/original/articles/51_Adhika%20Putra%20Wicaksono.pdf
abstract_html_url
https://insyma.org/proceedings/items/show/217
keywords
digital content marketing, digital marketing, tourism, consumer behavior
firstpage
293
lastpage
298
issn
3047-857X
conference
Proceedings of the International Symposium on Management (INSYMA)
Volume
21
publisher_name
Fakultas Bisnis dan Ekonomika, Universitas Surabaya
no article
217
Citation
Adhika Putra Wicaksono, Bobby Ardiansyahmiraja, Adi Prasetyo Tedjakusuma, “Gender Differences: How Attitude Toward Using Digital Content Marketing Affects Indonesian Travel Behaviour,” Proceedings of the International Symposium on Management (INSYMA), accessed July 1, 2025, https://insyma.org/proceedings/items/show/217.