مجلة دفاتر اقتصادية
Volume 15, Numéro 2, Pages 54-68
2024-11-19
Travel Agencies ‘digital Marketing Content, Customer Equity And Touristic Destination Choice. Case Study
Authors : Harek Sabira .
Abstract
Our study 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 concerning touristic destination choice. 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 highlight the necessity of DMC in promoting tourist destinations offered by travel agencies through influencing their equity that in turn impacts tourists’ decision-making in choosing their destinations.
Keywords
Digital marketing ; Customer equity ; touristic destination ; Travel agencies
Les articles similaires
Maoua Wafa
.
Rezkallah Mahdi Houssem Eddine
.
pages 24-41.
Aissaoui Asma
.
Hajri Mehdi
.
pages 343-358.
Basbas Lamia
.
Guessas Fatiha
.
pages 799-823.
Ziadi Amina
.
Houari Maaradj
.
Thameur Mohamed Bachir
.
pages 398-418.
Attouchi Manel
.
Bouattoura Lyna
.
pages 21-42.
