The Role of Tourist Destination Online Content in Influencing Tourist Behavioral Intention in Tourism

The tourism sector plays a vital role in driving the economy in Indonesia. Behavior This research aims to investigate tourist destination online content perceptions, online content satisfaction and digital marketing interaction on tourists’ behavioral in visiting tourist destinations. The aspects examined in this study include Tourist Destination Online Content, Online Content Satisfaction and Digital Marketing Interaction in influencing Tourist Behavioral Intention. Questionnaires were distributed and returned with 300 respondents. To answer the research questions, quantitative method is used. Data obtained from respondents using purposive sampling technique processed using the Partially Least Square Structural Equation Model. As expected, the results showed that the variables studied in this research which is tourist destination content have a positive influence on tourist behavioral intention, both directly and indirectly through online content satisfaction or digital marketing interaction. This research allows tourism managers to increase tourist visits and provides insights into managing social media marketing by improving destination online content especially that drive satisfaction and interaction.