Explaining the Role of Digital Content in the Formation of Potential Tourists' Behavioral Intentions through Mental Imagery and Flow in Geotourism Destinations

Document Type : Original Article

Authors

1 M.A. in Tourism Management, Faculty of Tourism, University of Tehran, Tehran, Iran.

2 Assistant Professor, Department of Tourism Management and Economics, Faculty of Tourism, University of Tehran, Tehran, Iran.

Abstract

Context and Purpose: This research examines the role of digital content in shaping potential tourists' behavioral intentions through the mediating effects of mental imagery and destination immersion in geotourism destinations.

Design/methodology/approach: Data were collected using a standardized questionnaire. The questionnaire's validity was assessed through both divergent and convergent validity, while reliability was evaluated using factor loadings, composite reliability, and Cronbach's alpha coefficients. Data analysis was performed using structural equation modeling techniques. A purposive sampling method was employed, resulting in a sample size of 223 participants.

Findings: Digital content marketing has a positive and direct effect on potential tourists' behavioral intentions. Additionally, mental imagery and flow, as mediating variables, play an important role in the relationship between digital content marketing and potential tourists' behavioral intentions. Furthermore, mental imagery indirectly affects potential tourists' behavioral intentions by enhancing the flow experience.

Conclusion: The production of specialized and targeted digital content for geological attractions in geotourism destinations can become a determining factor in tourists' decision-making and destination selection processes. Therefore, employing creative strategies in digital content production while enhancing mental imagery and immersion can effectively influence potential tourists' behavioral intentions and encourage them to visit geotourism destinations.

Originality/value: By examining the impact of digital content marketing on potential tourists' behavioral intentions and the mediating role of mental imagery and flow in geotourism destinations, this study addresses the existing research gap and provides new insights for the development of this field.

Keywords

Tourism and hospitality marketing research
Volume 2, Issue 2 - Serial Number 3
Autumn and Winter
December 2024

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