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

Wicaksono, Adhika Putra and Ardiansyahmiraja, Bobby and Tedjakusuma, Adi Prasetyo (2024) Gender Differences: How Attitude Toward Using Digital Content Marketing Affects Indonesian Travel Behaviour. In: International Symposium on Management (INSYMA) 21, May 15 2024, Surabaya.

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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.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	digital content marketing, digital marketing, tourism, consumer behavior.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	ADHIKA PUTRA WICAKSONO
Date Deposited:	12 Feb 2026 04:04
Last Modified:	12 Feb 2026 04:04
URI:	http://repository.ubaya.ac.id/id/eprint/50284

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