文章基本信息

标题：DESCONTMARKS: Scale Development and Validation
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作者：An Nur Nabila Ismail ; Yuhanis Abdul Aziz ; Norazlyn Kamal Basha 等
期刊名称：Asian Social Science
印刷版ISSN：1911-2017
电子版ISSN：1911-2025
出版年度：2021
卷号：17
期号：7
页码：13
DOI：10.5539/ass.v17n7p13
出版社：Canadian Center of Science and Education
摘要：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.
关键词：destination content marketing; scale development; validation; confirmatory factor analysis