Banca de DEFESA: JACKSON DE SOUZA

INFLUENCE OF DIGITAL CONTENT MARKETING ON INTENTION TRAVELING TO TOURIST DESTINATIONS

Digital content marketing; Advertising Value Theory; Theory of Relevance; Brand Loyalty; Intention to travel.

In the midst of constant transformations in marketing – which have demanded the development of strategies that

reach the diverse consumer public –Digital Content Marketing (MCD) emerges, in the market and in the academic 

literature, as an innovative technique for the dissemination of goods. and services, especially because traditional 

advertising no longer fulfills its role as before, and the consumer often has discernment of the “intrusive role” it plays. 

In this sense, this thesis aims to contribute to filling theoretical gaps with regard to the role of the MCD as a promotional 

tool in the travel planning process of tourist consumers. This study was carried out in the light of three main theories:

Advertising Value, Relevance and Brand Loyalty. As a methodological procedure, an experimental research was used, in

which two groups of respondents (treatment and control) were assigned to participate in two phases of data collection 

that took place in an interval of one week. As stimuli for the treatment group, MCD contents of a Brazilian tourist destination 

were used, in order to perceive the differentiation of their perceptions, in addition to the perceptions compared to the control 

group, which did not receive any type of stimulus in addition to of external variables. Data were analyzed using IBM-SPSS 

and AMOS software, and the main techniques employed were: Student's t test for paired and independent samples, as well as 

Structural Equation Modeling. The results of the t Tests indicated that SCM stimuli are able to increase feelings of loyalty and

 intention to travel to the destination, and the Structural Equation Modeling identified antecedent factors of the intention to travel 

to tourist destinations, namely: informativeness, entertainment, credibility , personalization, perceived value, relevance and loyalty,

 based on a main model and a proposed alternative model. Thus, this work provides theoretical and managerial contributions, as it 

proposes a new concept of MCD and presents recommendations for organizations and tourist destinations to use this technique

assertively.