Influência do marketing de conteúdo digital na intenção de viajar para destinos turísticos

Abstract

In the midst of constant transformations in marketing – which have demanded the development of strategies that reach the diverse consumer public – Digital Content Marketing (DCM) emerges, in the market and in the academic literature, as an innovative technique for the dissemination of goods and services, especially because traditional advertising no longer fulfills its role as before, and the consumer often has discernment of the “intrusive role” it plays. In this sense, this thesis aims to contribute to filling theoretical gaps with regard to the role of the DCM as a promotional tool in the travel planning process of tourist consumers. This study was carried out from three main theories: Advertising Value, Relevance, and Brand Loyalty, and had the main objective of analyzing the relationship between perceived value, relevance, and brand loyalty, built through Digital Content Marketing, with the intention of traveling to tourist destinations. As a methodological procedure, quasi experimental research was used, in which two groups of respondents (treatment and control) were assigned to participate in two phases of data collection that took place an interval of one week. As stimuli for the treatment group, DCM contents of a brazilian tourist destination (Maragogi, AL) were used, in order to perceive the differentiation of their perceptions, in addition to the perceptions compared to the control group, which did not receive any type of stimulus in addition to external variables. Data were analyzed using IBM-SPSS and AMOS software, and the main techniques employed were: Student's t-test for paired and independent samples, as well as Structural Equation Modeling. The results of the t Tests indicated that DCM stimuli are able to increase feelings of loyalty and intention to travel to the destination, and the Structural Equation Modeling identified antecedent factors of the intention to travel to tourist destinations, namely: informativeness, entertainment, credibility, personalization, perceived value, relevance, and loyalty, based on a main model and a proposed alternative model. Thus, this work provides theoretical and managerial contributions, as it proposes a new concept of DCM and presents recommendations for organizations and tourist destinations to use this technique assertively.