The Impact of Digital Content Marketing on Travel Intentions to Tourist Destinations: A Proposed Model Based on Perceived Value and Loyalty
Objective: this study analyzes the antecedents of the intention to travel to tourist destinations using digital content marketing (DCM) based on the advertising value theory and the brand loyalty theory from an attitudinal perspective. Methods: a quasi-experimental design was applied with two groups...
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| Principais autores: | , , |
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| Format: | Artigo |
| Sprog: | Inglês |
| Udgivet: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2025-06-01
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| Serier: | BAR: Brazilian Administration Review |
| Fag: | |
| Online adgang: | https://bar.anpad.org.br/index.php/bar/article/view/709 |
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