DESCONTMARKS: scale development and validation
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...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Canadian Center of Science and Education
2021
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| Online Access: | http://psasir.upm.edu.my/id/eprint/96618/1/ABSTRACT.pdf |
| _version_ | 1825937740762447872 |
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| author | Ismail, An Nur Nabila Abdul Aziz, Yuhanis Kamal Basha, Norazlyn Bali Mahomed, Anuar Shah |
| author_facet | Ismail, An Nur Nabila Abdul Aziz, Yuhanis Kamal Basha, Norazlyn Bali Mahomed, Anuar Shah |
| author_sort | Ismail, An Nur Nabila |
| collection | UPM |
| description | 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. |
| first_indexed | 2024-03-06T11:04:07Z |
| format | Article |
| id | upm.eprints-96618 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-03-06T11:04:07Z |
| publishDate | 2021 |
| publisher | Canadian Center of Science and Education |
| record_format | dspace |
| spelling | upm.eprints-966182023-01-11T07:31:34Z http://psasir.upm.edu.my/id/eprint/96618/ DESCONTMARKS: scale development and validation Ismail, An Nur Nabila Abdul Aziz, Yuhanis Kamal Basha, Norazlyn Bali Mahomed, Anuar Shah 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. Canadian Center of Science and Education 2021 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/96618/1/ABSTRACT.pdf Ismail, An Nur Nabila and Abdul Aziz, Yuhanis and Kamal Basha, Norazlyn and Bali Mahomed, Anuar Shah (2021) DESCONTMARKS: scale development and validation. Asian Social Science, 17 (7). 13 - 28. ISSN 1911-2017; ESSN: 1911-2025 https://www.ccsenet.org/journal/index.php/ass/article/view/0/45542 10.5539/ass.v17n7p13 |
| spellingShingle | Ismail, An Nur Nabila Abdul Aziz, Yuhanis Kamal Basha, Norazlyn Bali Mahomed, Anuar Shah DESCONTMARKS: scale development and validation |
| title | DESCONTMARKS: scale development and validation |
| title_full | DESCONTMARKS: scale development and validation |
| title_fullStr | DESCONTMARKS: scale development and validation |
| title_full_unstemmed | DESCONTMARKS: scale development and validation |
| title_short | DESCONTMARKS: scale development and validation |
| title_sort | descontmarks scale development and validation |
| url | http://psasir.upm.edu.my/id/eprint/96618/1/ABSTRACT.pdf |
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