期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2021
卷号：99
期号：21
语种：English
出版社：Journal of Theoretical and Applied
摘要：The implementation of digital media for marketing is increasing, given its impact on corporate brands and consumer interest. Digital advertising is used by the tourism industry with the goal of branding and visiting interest by the tourism. Based on the phenomenon of the problem, this study aims to examine the implementation of digital marketing in tourism in supporting consumer brand awareness and tourism visiting intention. Digital marketing in tourism is studied from two sides, namely digital consumer needs and digital advertising preferences. The study was conducted through a survey of 205 consumers in the city of Bandung (Indonesia) who had received advertising information through digital marketing. Data from consumers as tourism candidates were obtained through quantitative questionnaires and processed through SmartPLS to test research models and research hypotheses. The results of model testing found that digital advertising preference has a relationship with increasing consumer brand awareness. Besides that, consumer brand awareness can be a good mediation between digital consumer needs, digital advertising preferences and tourism visiting intentions. Directly, tourism visiting intentions can be supported by digital consumer needs and digital advertising preferences. Finally, a model was found related to the implementation of digital advertising preferences and digital consumer needs in supporting consumer brand awareness and tourism visiting intention. The findings in this study are important information for marketers in the tourism industry, where the implementation of digital marketing through advertising and understanding consumer needs provides opportunities for tourism intention.
