Digital Marketing: Support of Digital Advertising to Tourism Intention Behavior

Indriana Indriana, Doni Alamsyah, Norfaridatul Othman

2021

Abstract

Digital marketing is a marketing strategy which is based on information technology; it is used by companies to achieve sustainable marketing. Based on the phenomenon of digital marketing, this study examines specifically the impact of digital advertising on the behavior intention of tourism. This study is conducted by survey to 200 of tourism in Bandung City (Indonesia). The respondents are selected which have been accepted for digital advertising to be assessed. Path analysis and research hypothesis test is conducted by using SmartPLS tool. Research finding is found that there is a positive impact of digital advertising to brand awareness and tourism intention. Tourism intention is consumer behavior that can be influenced directly to brand awareness. Information from this study emerges as a supporting model of digital advertising on tourism intention. Furthermore, information from this study is useful to the tourism industry before the implementation of digital marketing.

Paper Citation

in Harvard Style

Indriana I., Alamsyah D. and Othman N. (2021). Digital Marketing: Support of Digital Advertising to Tourism Intention Behavior. In Proceedings of the 2nd International Conference on Recent Innovations - Volume 1: ICRI, ISBN 978-989-758-602-6, pages 100-106. DOI: 10.5220/0011245300003376

in Bibtex Style

@conference{icri21,
author={Indriana Indriana and Doni Alamsyah and Norfaridatul Othman},
title={Digital Marketing: Support of Digital Advertising to Tourism Intention Behavior},
booktitle={Proceedings of the 2nd International Conference on Recent Innovations - Volume 1: ICRI,},
year={2021},
pages={100-106},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011245300003376},
isbn={978-989-758-602-6},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Recent Innovations - Volume 1: ICRI,
TI - Digital Marketing: Support of Digital Advertising to Tourism Intention Behavior
SN - 978-989-758-602-6
AU - Indriana I.
AU - Alamsyah D.
AU - Othman N.
PY - 2021
SP - 100
EP - 106
DO - 10.5220/0011245300003376