Linking Digital Content Marketing on Social Media to Intention to Visit: A Conceptual Framework with Customer Engagement as Mediator and E-Trust as Moderator

This conceptual paper proposes an integrated framework to examine the influence of digital content marketing on social media on domestic tourists' intention to visit destinations in Jordan, mediated by customer engagement and moderated by e-trust.Drawing upon Social Cognitive Theory (SCT), the Stimulus-Organism-Response (S-O-R) framework, Trust-Commitment Theory, Theory of Planned Behavior (TPB), and the Elaboration Likelihood Model (ELM), the study synthesizes existing literature to justify the interrelationships between these variables.While digital marketing and tourism behavior have been extensively researched, a significant gap exists in understanding these dynamics within the specific context of domestic tourism in Jordan, particularly concerning the integrated roles of customer engagement and e-trust.This paper contributes to the literature by developing a novel conceptual model that provides a holistic view of these interactions, offering contextspecific insights for Jordan's burgeoning domestic tourism sector.It highlights the critical importance of strategic digital content creation, fostering genuine customer engagement, and building robust e-trust to convert online interest into actual travel intentions.The findings offer theoretical advancements by integrating diverse theoretical perspectives and provide practical implications for tourism marketers and policymakers in developing effective digital strategies to promote domestic tourism in emerging markets.Future empirical research is encouraged to validate the proposed model and its hypotheses.