The Impact of Content Marketing on Guest Behavioral Intentions

Document Type : Original Article

Authors

1 Hotel Management Department, Faculty of Tourism and Hotels, Minia University

2 Hotels Management, Faculty of Tourism and Hotels, Minia University, Minia, Egypt

Abstract

Today's marketing tools are evolving rapidly; thanks to marketing, all activities can be carried out with greater awareness, including content marketing. Currently, various marketing activities, whether small or large sectors, use technology in their development. With the rapid development of marketing tools, marketing is no longer a difficult task. The use of content marketing is part of digital marketing. Rapid technological developments are accompanied by changes in consumer behavior. In the era of modern tools, consumers rarely buy goods in the traditional way. So, this research aims to find the impact of content marketing on guest behavioral intentions in the hotels. Studying this data first and then moving on to the remaining qualitative parts of the data has been made accessible by quantitative methodologies. Approaches to quantitative analysis particularly effective when the Qualitative data has been collected in an organized manner the researcher distributed the surveys in Arabic and English to the hotel guests in in Cairo, Hurghada, and Sharm El-Sheikh. Egypt. the targeted guest from different nationalities and ages .314 surveys were distributed, Smart PLS was used to analyze the data. The results of this research shown that there is a significant effect of content marketing on guest awareness by 43.6%. there is a significant effect of content marketing on guest behavior by 44.5%.

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Minia Journal of Tourism and Hospitality Research MJTHR
Volume 18, Issue 3
December 2024
Pages 129-155

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