Travel Agencies Digital Marketing Content, Customer Equity and Touristic Destination Choice: Case Study
| المصدر: | مجلة دفاتر اقتصادية |
|---|---|
| الناشر: | جامعة عاشور زيان الجلفة - كلية العلوم الاقتصادية والعلوم التجارية وعلوم التسيير |
| المؤلف الرئيسي: | Harek, Sabira (Author) |
| المجلد/العدد: | مج15, ع2 |
| محكمة: | نعم |
| الدولة: |
الجزائر |
| التاريخ الميلادي: |
2024
|
| التاريخ الهجري: | 1446 |
| الشهر: | نوفمبر |
| الصفحات: | 54 - 68 |
| DOI: |
10.36530/1661-015-002-005 |
| ISSN: |
2170-1040 |
| رقم MD: | 1526203 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Digital Marketing | Customer Equity | Touristic Destination | Travel Agencies
|
| رابط المحتوى: |
عدد مرات التحميل
2
| المستخلص: |
Our study carried out to explore how customer interaction with travel agencies' digital marketing content (DMC) via various digital technologies and social media communities influence customers' equity (satisfaction, loyalty and retention) and their decision-making regarding the choice of tourist destinations. Data collection based on the survey research that was distributed on a sample of 241 customers of Guest Travel Services (GTS) that is an Algerian travel agency. To test our hypotheses, we employed structural equation modeling (SEM). The empirical findings suggest that the interaction of customers with travel agencies DMC influences positively customer equity, which is a fundamental mediator that enhances the consumers' selection of tourist destinations offered by the studied travel agency. The results were discussed, and the study concluded with recommendations that highlighted the necessity of DMC in promoting destinations. By enhancing customer equity, this content effectively influences tourists' decision-making when choosing their travel destinations. |
|---|---|
| ISSN: |
2170-1040 |
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