Digital content marketing in geotourism: bridging online engagement and destination choice
Sajad Ferdowsi, Helia Hosseinzadeh · Current Issues in Tourism · 2025
This study investigates the influence of digital content marketing on the behavioural intentions of potential tourists in the geotourism sector, with telepresence and flow serving as mediating variables. Data was collected through a structured questionnaire, and both divergent and convergent validity were assessed to confirm the instrument's validity. Reliability was evaluated using factor loadings, composite reliability, and Cronbach's alpha. The data were analysed using structural equation modelling techniques via SmartPLS software. Results demonstrate that digital content marketing significantly impacts the behavioural intentions of tourists in the geotourism domain, primarily through fostering telepresence and flow experiences. Telepresence, by simulating a realistic presence in the destination, not only enhances the overall experience but also cultivates a deeper emotional connection with the location. Flow, characterised by a state of deep engagement with digital content, further amplifies tourists’ intention to travel and positively affects their decision-making processes. The study suggests that geotourism entrepreneurs and policymakers should prioritise the creation of engaging, interactive digital content and harness emerging technologies to optimise marketing strategies. Effective digital content marketing can enhance brand awareness, attract a broader audience, and ultimately boost tourism sales and services.