Descontmarks

Scale Development and Validation

Bibliographic Data

ID21828825
AuthorsAn Nur Nabila Ismail (0000-0001-5790-1983, Universiti Putra Malaysia), Yuhanis Abdul Aziz (0000-0001-9839-3305, Universiti Putra Malaysia, corresponding author), Norazlyn Kamal Basha (0000-0001-5942-0032, Universiti Putra Malaysia), Anuar Shah Bali Mahomed (0000-0003-2478-9811, Universiti Putra Malaysia)
Year2021
Volume17
Issue7
Pages13
Publication date2021-06-30
Open AccessYes
TypeARTICLE
VenueAsian Social Science (JOURNAL)
Journal identifiersISSN: 1911-2017 • E-ISSN: 1911-2025
PublisherCanadian Center of Science and Education (PUBLISHER)
DOI10.5539/ass.v17n7p13
OpenAlexW3173486195
LanguageEN
References cited15

In order to attract more tourists to visit a particular place, destination content marketing plays an important role. Tourism research has recently shown an interest in destination content marketing; especially when tourism destination is advertised. Currently, there is no scale available to measure content marketing for promoting tourism destination. The present study has two primary objectives. First, to investigate the dimension of destination content marketing in destination related context. Second, to develop and validate a multiple-item scale for measuring content marketing towards tourism destination. This study uses a rigorous scale development technique which involves three stages of scale development using 3 separate studies. The study confirms that destination content marketing scale (DESCONTMARKS) comprises of three dimensions, measured with 10 items. The implications of the destination content marketing scale for practitioners, as well as suggestions for future research are provided

Business · Destination Marketing · Destinations · Geography · Marketing research · Tourism · Cruise Tourism Development and Management · Digital Marketing and Social Media · Diverse Aspects of Tourism Research · Mathematics · Marketing

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