Received: 4 March 2020 Revised: 22 June 2020 Accepted: 25 June 2020

DOI: 10.1002/cb.1854

ACADEMIC PAPER

Does digital content marketing affect tourism consumer

behavior? An extension of technology acceptance model

Viju Mathew1 | Mohammad Soliman2,3

1
Head of Scientific Research Department,
Salalah College of Applied Sciences,
Salalah, Oman
2
Salalah College of Applied Sciences,
Salalah, Oman
3
Faculty of Tourism & Hotels, Fayoum
University, Fayoum, Egypt
Correspondence
Mohammad Soliman, Salalah College of
Applied Sciences, Salalah, Oman.
Email: msoliman.sal@cas.edu.om
Abstract
With the rapidly dramatic environmental change and intensive competition, tourism
organisations are required to adopt advanced marketing strategies and techniques.
Recently, digital content marketing (DCM) has become one of the most prominent
marketing tools that has substantial benefits and influences in different settings and
domains. To this end, it is crucial to understand the effect of DCM on consumer
behavior within the tourism context. Therefore, this research empirically examines an
extended technology acceptance model (TAM) model to investigate and compare the
influence of DCM on travel and tourism consumer behavior in two distinct countries
in the Middle East and North Africa (MENA) region. A quantitative approach was
adopted by collecting surveys from a convenience sample of 285 and 122 participants
in Egypt and Oman, respectively. The findings of PLS-structural equation modelling
revealed that the TAM major constructs were good elucidating the attitude and
behavior toward using of DCM for tourism purposes. It is also found that perceived
enjoyment and perceived convenience are antecedents of customers' attitudes,
which in turn, influence their intention and behavior of using DCM to buy or select a
certain tourism product/service. The current study contributes to knowledge of
DCM literature in the tourism field in general and within the MENA region in particu-
lar. It also adds to studies on TAM and digital technologies by extending two critical
constructs related to tourism consumer behavior. The practical implications will
greatly support tourism marketers and authorities to develop their tourism strategies
and marketing activities. Future research can be expanded to study different target
groups comprehending region differences.

1 | I N T RO DU CT I O N Digital content can be explained as a bit-based matter available elec-

It is evident that information technology is used for providing huge
content related to businesses (Werthner & Ricci, 2004), communica-
tion (Matteo & Dal Zotto, 2015), product promotion and distribution
(Carson, 2008), long-term consumer engagement and trust (Naidoo &
Hollebeek, 2016). As a result, the impact of online contents on per-
ception, attitude and behavior has been examined at different stages
within various contexts. Moreover, a large number of studies have
also been undertaken to understand the behavior of tourism con-
sumers toward online purchasing (Albayrak, Dursun, & Ünal, 2019).
tronically for accessibility (Koiso-Kanttila, 2004). It is an electronic space
for reaching customers, making corporations for effective deployment of
the firm's strategies, distributing the required amount of information that
can be customized for personal requirements (e.g., businesses, con-
sumers, etc.), and achieving innovation (O'reilly, 2007). The American
Marketing Association defined digital marketing as “activities, institu-
tions, and processes facilitated by digital technologies for creating, com-
municating, and delivering value for customers and other stakeholders”
(Kannan, 2017). Wang, Malthouse, Calder, and Uzunoglu (2019,
pp. 160–161) defined DCM as “creating, distributing and sharing

J Consumer Behav. 2020;1–15. wileyonlinelibrary.com/journal/cb © 2020 John Wiley & Sons Ltd 1
2 MATHEW AND SOLIMAN
relevant, compelling and timely content to engage customers at the
appropriate point in their buying consideration processes, such that it
encourages them to convert to a business building outcome.” Thus,
DCM is symbolized as a significant and valuable marketing tool to build
relationships with consumers that efficiently contribute to firm perfor-
mance (Jefferson & Tanton, 2015). Other researchers conceptualized
DCM as the creation and dissemination of relevant and valuable brand-
related content to current or prospective customers on digital platforms
to develop their favourable brand engagement, trust, and relationships
(Holliman & Rowley, 2014; Pulizzi, 2013). Hence, DCM's growing impor-
tance is obvious in research and industry (Hollebeek & Brodie, 2016).
Digital content has gained an increasingly important part of any existing
business. Stocchi, Michaelidou, and Micevski (2019) indicated that the
TAM model remains a solid and widely used framework that helps in
illustrating consumer behavior among various contemporary digital con-
texts including mobile apps. Various researches in marketing concerning
lu & Topal, 2020); online bank-
digital contents for online retailing (Özog
ing (Al-Hawari & Ward, 2006); online service and customer support
(Heinonen, 2008) are well-placed to take advantage of these new oppor-
tunities (Adam, Cobos, & Liu, 2007); advancing business and efficient
marketing exploration, especially in the tourism sector (Liu, 2005).
The substantial growth of digital content is reshaping the methods
in which people and enterprises search for information and interact
with each other (Järvinen & Taiminen, 2016). With the rise of digital
marketing, a large number of people are accessing online to get the
information for making their final decisions. Previous studies on the vir-
tualized environment; value-based price and personalization of informa-
tion (Hoffman & Novak, 1996); consumer trustworthiness of e-
marketplaces (Zhang & Cohen, 2008), transactional environment and
interactivity (Köhler, Rohm, de Ruyter, & Wetzels, 2011) are proving
the need of online content for consumer behavior. According to previ-
ous research (e.g., Kim & Chae, 2018; Morosan & Bowen, 2018;
Sotiriadis, 2017), individuals could be influenced by online marketing
content (i.e., social media) to make their last decision related to travel
and tourism. Online selection of products is an increasingly common
practice for consumers worldwide. Consequently, some sectors such as
banking, retail, supply-chain, distribution, hospitality, telecommunica-
tion, social networking, advertising, fashion, etc. have been using DCM
to influence their clients' behavior (Järvinen & Taiminen, 2016). More-
over, prior studies have been conducted to understand DCM and its
role in fostering consumer engagement, trust and value (Hollebeek &
Macky, 2019); its significance as a growing vehicle for developing con-
sumer engagement (Raso, 2016) and loyalty (Wang et al., 2019). As a
result, it is crucial for the travel and tourism industry to realize the mar-
keting development implications of this rapid-changing trend of infor-
mation sharing and knowledge (Prideaux, Lee, & Tsang, 2018).
On the other hand, there are few attempts to explore the influ-
ence of fundamental features of digital content on digital content
marketplaces (Rowley, 2008). In addition, DCM has been rarely stud-
ied within the travel and tourism domain. Furthermore, to the best of
our knowledge, no research has yet employed an extended TAM
model, including the investigated latent variables (i.e., perceived
enjoyment and perceived convenience, PCO) to examine the role of
DCM in impacting tourists' decisions within the tourism field, particu-
larly in the MENA region. At the same time, existing research in the
field of tourism has failed to consider significant aspects such as
enjoyment and convenience. These two aspects are considered to the
primary factor while the customer chooses the destination and travel
plan. Surprisingly, the past research has focused narrowly on the
study of the choice intentions; cognitive and emotional engagement
(Groeger, Moroko, & Hollebeek, 2016); future behavioral engagement,
brand-related behaviors (Hollebeek, Srivastava, & Chen, 2019) by the
use digital technology. Moreover, very few outcomes in tourism
research have been focused on the Middle East and North Africa
(MENA) region converging on acceptance and beyond are barely
available.
As a result, the current study aims to fill this gap by extending the
TAM model to investigate the impact of DCM on travel and tourism
consumer behavior in two distinct countries in the MENA region,
namely Egypt and Oman. More specifically, this research empirically
tests the influence of the independent latent variables (i.e., perceived
usefulness, PU, perceived ease-of-use, perceived enjoyment and
PCO) on tourism consumer attitudes toward using DCM. It also exam-
ines the direct relationships between these predictor constructs. Addi-
tionally, it investigates the impact of consumers' attitude on intention
that in turn affects their behavior toward using DCM. Furthermore,
this study assesses the mediation role of attitude between the predic-
tor variables and consumers' intentions toward using DCM.
Based on the aforementioned discussion, this research intends
to draw upon the TAM model within the increasingly important
domain of content marketing and tourism within the MENA region
as a promising tourism region. According to the World Tourism
Organization (UNWTO, 2020), the Middle East led the growth
(+8%) in global tourist arrivals in 2019 as well as North Africa that
led the growth (+9%) as a subregion. Egypt and Oman are consid-
ered leading tourism destinations among the MENA region due to
their matchless tourism attractions. In 2019, tourism contributed
with 9.3% of the total gross domestic product in Egypt compared
to 7.5% in Oman. It also supported 9.7% and 8.1% of the total
jobs in Egypt and Oman accordingly. Moreover, visitor exports pro-
duced 26.2% and 7.1% of the total exports in Egypt and Oman,
respectively (WTTC, 2020).
2 | RE V I E W O F L I T E R A T U R E
2.1 | DCM and tourism
The concept of DCM was introduced by Koiso-Kanttila in 2004. It
means the marketing of products in that both enterprises and product
delivery are digital; such digital content is a crucial part of the com-
mercial landscape (Koiso-Kanttila, 2004; Rowley, 2008). DCM is
defined as “the management process responsible for identifying, antic-
ipating, and satisfying customer requirements profitably in the context
of digital content, or bit-based objects distributed through electronic
channels” (Rowley, 2008, p. 522).
MATHEW AND SOLIMAN
DCM can be used for peer-to-peer application providing the
experience, knowledge about tourism destinations and ranking to
share in given platforms (Harris, 2017) that provide information to the
virtual community and other potential consumers creating a huge
impact of consumer decision and purchase behavior (Schwabe &
Prestipino, 2005). Broadly, DCM incorporates actions undertaken
through digital platforms, comprising the enterprise website, blogs,
social network, virtual groups, mobile apps, etc. (Breidbach, Brodie, &
Hollebeek, 2014; Brodie, Ilic, Juric, & Hollebeek, 2013).
There are various advantages of DCM including the evaluation of
online contents, perceived independence of the message source
(Litvin, Goldsmith, & Pan, 2008; Pan, Litvin, & O'Donnell, 2007), cus-
tomer service, brand awareness, brand authority, customer trust and
loyalty (Lang, 2019). According to Sherman (2019), DCM assists small
businesses to build a good connection with consumers to increase
brand awareness and engagement with the target audience. DCM is
considered a modest pull rather than pushing techniques to attract
consumers to brand (Liu & Huang 2015) acquisition and engage the
target audience to deliver value and build a profitable relationship.
According to the “Digital Marketing Plan Survey” conducted by
Ascend2 (2019), DCM remains the most effective tactic to generate
leads and revenue sources for best conversion rates for travel destina-
tions and tourism products. According to Berger and Milkman (2011),
sharing online content, as an integral part of modern life, can be com-
prehended as enormous usage of online content in day-to-day life.
Technological changes and the use of related to the Internet in dig-
ital devices such as smartphones have changed the entire perspective
of the tourism industry. Digital application in marketing has been stud-
ied by prior researchers. Pradhan et al. (2018) investigated the opportu-
nities created by digital marketing and recommended to expand it in
different areas. Various researches explored the link between digital
content and tourism in the developed and developing world. Mkwizu
(2019) explored digital marketing and tourism and revealed that the
digital media, content and mobile advertising are an opportunity for
Africa to market its attractions to tourists in this digital era. According
to Smith (2017) and Ukpabi and Karjaluoto (2017), mobile technology
allows and supports the consumers' accessibility and reach to the hotel
websites and utilize the service in different purposes. Hojeghan and
Esfangareh (2011) indicated the challenges of digital economy through
the Internet and Web technologies and its impact on tourism. Green-
wood and Quinn (2017) explored the phenomenon of digital amnesia
and its influence on future tourists. Castro, Silva, and Duarte (2017)
analyzed the digital marketing strategy, expanding the knowledge, and
emphasized the digital marketing tools to promote tourist destinations
in a European city. Matloka and Buhalis (2010) showed that user per-
sonalized content offers a great opportunity and need to be leveraged
to deliver customized information that is addresses personal needs and
preferences to travelers using content accretion and technological wid-
gets. The implication of the tourism content shared through social
media creates a higher impact and influence tourism in terms of both
reputation and performance (Alaei, Becken, & Stantic, 2017). Digital
technology has revolutionized tourism service and travel support net-
work. Digital technology in tourism has to offer each traveller greater
3
control and opportunity to personalize their trips. Additionally, extend a
platform to interact with intermediaries and service providers about
travel information and feedback, along with the community in large to
share travel experience (Alaei et al., 2017). Online comments and rec-
ommendations can also for other travellers helpful for their decision
making related to travel and tourism (Neidhardt, Rümmele, &
Werthner, 2017).
According to Internet World Stats (2016), the total internet using
population reached 183,212,099 with 70.2% penetration in the Mid-
dle East and the African region has 526,710,313 internet users with a
39.3% penetration rate. The overall active social media penetration in
MENA countries is more than 50% with the highest of 99% in few
GCC countries in January 2018. Figure 1 illustrates the theoretical
framework of the present study.
2.2 | Technology acceptance model
The technology acceptance model (TAM) theory has been widely
applied and tested in diverse studies, to predict and investigate online
customer intention and behavior (Koufaris, 2002; McKechnie,
Winklhofer, & Ennew, 2006; Vijayasarathy, 2004).
Stocchi et al. (2019) examined the drivers and outcomes of
branded mobile app usage intention. Other research focused on social
media marketing usage (Matikiti, Mpinganjira, & Roberts-Lombard,-
2018) and social media for outbound leisure travel (Singh &
Srivastava, 2019). Several scholarly research on technology-aided
information system acceptance and usage proposes that TAM as one
of the significant acceptance models (Venkatesh & Davis, 2000).
Moreover, TAM has been well adopted in various contexts due to its
simplicity, understandability, and flexibility (Wang, Wang, Lin, &
Tang, 2003). This includes tourism and travel (Renny, Guritno &
Siringoringo, 2013; Huang, Backman, Backman, & Moore, 2013;
Matikiti et al., 2018; Sahli & Legohérel, 2016), health care information
systems (Chang, Yan, & Tseng, 2012; Pai & Huang, 2011), social net-
work (Hossain & de Silva, 2009), hotel consumers (Huang, Chang,
Yu, & Chen, 2019; T. G. Kim, Lee, & Law, 2008), etc. Recently, studies
have been done using TAM for other digital technologies exploring
the acceptance level of the digital environment by the faculties and
students at different academic level regarding the digital technology
enhancing learning and teaching (Ofori, 2019); learning attitude
(Tan, 2019); shopping of grocery using mobile applications (Shukla &
Sharma, 2018); health-related video advertisements on social media
(Zhao & Wang, 2020); TAM application to study intentions to use
social networking sites (Dixit & Prakash, 2018). Tojib and
Tsarenko (2012) also revealed that intrinsic and extrinsic motivational
beliefs influence mediators between service ubiquity for the enhance-
ment of experiential value and customer satisfaction in business and
leisure customers by the use of technological services such as mobile
service. The TAM theory proposed that the technology acceptance
and adoption intention determined by two major variables that are PU
and perceived ease-of-use (PEU; Davis, 1989). Perceived usefulness is
explained as the degree to which a person's perceptions regarding the
4 MATHEW AND SOLIMAN
outcome and PEU refers to the extent to which a person believes that
using the new technology will be free of effort (Davis, 1989; Davis,
Bagozzi, & Warshaw, 1989).
TAM provides a basis that PU positively impacts the attitude
toward using online applications (Legris, Ingham, & Collerette, 2003).
Chang et al. (2012) and Elkaseh, Wong, and Fung (2016) demon-
strated that PU positively affects customers' attitudes toward the use
of technology. Past studies (Chen, Gillenson, & Sherrell, 2002;
Kanchanatanee, Suwanno, & Jarernvongrayab, 2014) have found that
PU affects the personal attitude toward E-marketing adoption.
According to Renny, Guritno, and Siringoringo (2013), consumer atti-
tude toward online airline ticket purchases is significantly and posi-
tively influenced by usefulness. The study of Cho and Son (2019)
indicated that PU significantly affected human attitudes while using
the content of digital marketing (social commerce). Based on these
empirical results, the first hypothesis of this study is formulated as
follows:
H1 Perceived usefulness positively affects consumers' attitudes
toward using DCM.
Previous research (Jahangir & Begum, 2008; Pai & Huang, 2011;
Renny et al., 2013) revealed that PEU significantly affect the individ-
ual's attitude. Renny et al. (2013) provide clear evidence that PEU
positively influences and plays a stronger role in shaping attitudes
toward online shopping. According to Ryu and Murdock (2013) and
Cho and Son (2019), PEU positively influences attitudes toward using
some patterns of DCM. Therefore, the following hypothesis is devel-
oped as follows:
H2 Perceived ease-of-use positively affects individuals' attitudes
toward using DCM.
According to the TAM model (Davis, 1989; Davis et al., 1989),
ease-of-use affects usefulness toward purchase behavior (Abu Bakar
and Bidin, 2014). Past studies (Aladwani, 2002; Moon & Kim, 2001)
indicated that there is a significant relationship between PEU and PU
on consumer adoption of online services. Researchers such as Teo,
Luan, and Sing (2008), Kanchanatanee et al. (2014) and Elkaseh
et al. (2016) revealed that PEU has a positive and significant influence
on PU. Furthermore, Ryu and Murdock (2013) and Cho and
Sagynov (2015) provide evidence that PEU positively affects the PU
of humans while using the digital environment. Therefore, the third
hypothesis is:
H3 Perceived ease-of-use positively affects PU of using DCM.
2.3 | Extension of TAM
The TAM framework indicates that people's attitudes toward utilizing
new technology are influenced by their enjoyment while using tech-
nology (Davis, Bagozzi, & Warshaw, 1992). Perceived enjoyment (PEJ)
refers to the user's perception of getting enjoyment (fun, happiness,
and pleasure) derived from using the technology (Nguyen, 2015;
Qiu & Li, 2008). According to Liao, Tsou, and Shu (2008), PEU posi-
tively impacts the perceived enjoyment of using multimedia services.
Earlier studies propose positive emotions such as enjoyment can
enable user's information seeking process. It builds flexible and imagi-
native thought while solving the problem and improves openness;
build trust to receive information (Savolainen, 2014), encourage their
information-seeking behavior (Ford, 2004). This phenomenon has
encouraged superior hedonic and utilitarian effects for system-based
communication style for enhanced user interaction experience and
upsurge system to have repeated intentions (Li & Mao, 2015). Regard-
ing the framework of this research, perceived enjoyment falls into the
category of hedonic aspects of user behavior toward digital content
and its marketing. These aspects are also congruent and supportive of
the view of Tan and Benbasat (2009). Enjoyment is an “affective belief
that refers to the extent to which the activity of using the system is
perceived to be enjoyable in its own right”, regardless of any perfor-
mance consequences that can be anticipated (Davis et al., 1992). It
acts as a strong factor that encourages user usage behavior of infor-
mation systems (Van der Heijden, 2004). It is also regarded as an
intrinsic motivator (Agarwal & Karahanna, 2000) and positively affects
consumer reuse intentions (Benbasat & Wang, 2005) of the informa-
tion systems. According to the research of Van der Heijden (2004),
perceived enjoyment strongly influenced web use for entertainment
purposes. Also, the empirical study demonstrated that for hedonic
systems, perceived enjoyment is a stronger predictor of behavioral
intention to use than PU (Van der Heijden, 2004). Previous research
(Moon & Kim, 2001; Treiblmaier, Neale, & Chong, 2011) have shown
the significant relationship between PEU and perceived enjoyment in
an online context. Therefore, we propose the following hypothesis:
H4 Perceived ease-of-use positively affects the perceived enjoyment
of using DCM.
Perceived convenience can be defined as the level of convenience
toward time, place and execution that individuals feel during the usage
of IT (Chang et al., 2012; Yoon & Kim, 2007). In the current study, this
includes the using of DCM for travel and tourism purposes. The study of
Yoon and Kim (2007) revealed that PCO is significantly influenced by
PEU of information systems adoption. According to Hsu and
Chang (2013), ease-of-use positively affects PCO of using online
Moodle. Chang et al. (2012) stated that PEU significantly influences PCO
of using content in mobile technology. In addition, previous studies
(Chang, Tseng, Liang, & Yan, 2013; Velmurugan & Velmurugan, 2014)
illustrated that PEU has a positive and significant effect on PCO toward
the use of mobile digital content. Based on these empirical findings, the
fifth hypothesis is:
H5 Perceived ease-of-use positively influences the PCO of DCM.
According to Gao and Bai (2014), perceived enjoyment has a posi-
tive influence on the attitude of online users. Marza, Idris, and
MATHEW AND SOLIMAN
Abror (2018) stated that attitudes significantly influenced by the
enjoyment of using online content for several purposes including
shopping. Ryu and Murdock (2013) revealed the significant relation-
ship between perceived enjoyment and consumers' attitudes toward
mobile marketing communication. Furthermore, Cho and Son (2019)
demonstrated that the user has a positive attitude toward online mar-
keting and is engaged in information sharing. Depending on the pro-
vided discussion and findings, the following hypothesis is presented:
H6 Tourism consumers' attitudes are positively affected by the per-
ceived enjoyment of DCM.
Research by Chang et al. (2012) demonstrated that individuals'
attitudes are influenced by the PCO of using mobile technology. Addi-
tionally, past studies illustrated clear evidence that consumers' atti-
tudes are impacted by PCO in different contexts (Kuo & Yen, 2009;
Moon & Kim, 2001). Hsu and Chang (2013) have extended the TAM
model and revealed that consumers' attitudes are significantly
impacted by the PCO of using technology. Additionally, Marza
et al. (2018) showed a positive relationship between attitude and
PCO during online shopping. Based on the previous studies, the next
hypothesis is formulated as follows:
H7 Tourism consumers' attitudes are positively affected by the PCO
of DCM.
According to Yoon and Kim (2007) and Hsu and Chang (2013),
the extended TAM model shows the impact of PCO on PU. Chang
et al. (2013) explained and show evidence that PCO has a positive
impact on the PU of mobile learning directing to utilize communica-
tion devices for high school. Additionally, Cho and Sagynov (2015)
revealed that there is a significant linkage between PCO and PU in an
online environment among consumers. We thus provide the eighth
hypothesis:
H8 Perceived convenience has a positive effect on the PU of DCM.
It is evident that understanding human attitudes is a vital issue in
predicting their intention and behavior (Spears & Singh, 2004). The rela-
tionship between consumer's attitude and intention has been studied
within the tourism context employing different theories and frame-
works (Bianchi, Milberg, & Cúneo, 2017; Han, Hsu, & Sheu, 2010;
Lam & Hsu, 2004, 2006; Soliman, 2019; Soliman & Abou-Shouk, 2017;
Sparks, 2007). It is apparent that tourism consumers' attitudes can be
an essential variable that predicts and influences their behavior. In this
study, it is crucial to investigate this relationship within the DCM area.
According to Sinthamrong and Rompho (2015), customers' attitudes
affect their purchase intentions toward branded content in the
Webisode format. Prior research indicated that attitude has a signifi-
cant influence on the intention of using new technology (Lederer,
Maupin, Sena, & Zhuang, 2000; Moon & Kim, 2001; O'cass &
Fenech, 2003; Vijayasarathy, 2004). In addition, the studies of Ryu and
Murdock (2013), Elkaseh et al. (2016), and Cho and Son (2019) showed
5
the positive effect of attitude on intention using online content. Based
on these findings, the following hypothesis was developed as follows:
H9 Tourism consumers' attitude positively affects their intention to
use DCM.
Understanding individuals' behaviors toward travel and tourism
products and services has become a critical issue for both practi-
tioners and academic (Park, Yin, & Son, 2019). Customers' intentions
to use online content have a substantial impact on their behavior.
According to Akar and Mardikyan (2014), behavioral intention posi-
tively affects the actual usage of social platforms (Venkatesh, Morris,
Davis, & Davis, 2003), proving the significant relationship between cli-
ents' intention and their actual usage of the E-Systems. Thus, the next
hypothesis is:
H10 Tourism consumer behavioral intention positively affects the
actual usage of DCM.
3 | RESEARCH METHODOLOGY
3.1 | Sample and data collection
The methodology of the current study was depended upon empirical
data collected through a self-administrated survey. The sampling
frame consisted of citizens and residents, in both Cairo, Egypt and
Salalah, Oman, who have already purchased travel and tourism prod-
ucts or services. The two mentioned cities were selected due to their
popularity as tourist destinations as well as the high standard of living
of people who could make decisions for travel vacations. It is
predicted that surveyors will provide more pragmatic opinions in the
survey based on their past experience.
It is evident that getting responses from the entire population,
particularly with large numbers, is a difficult and a intractable process.
Therefore, the participants were chosen based on convenience sam-
pling and were randomly selected. Although findings arising from this
technique cannot be generalized, it is a functional method in terms of
time and cost with huge population sizes (Bornstein, Jager and Put-
nick, 2013). It is also a common sampling approach deployed in many
studies within the tourism setting.
Employing a blind translation-back-translation method
(Brislin, 1976), the initial survey, which written in English, was trans-
lated into Arabic, the mother tongue language of citizens and some of
the residents among the two cities. Once individuals agreed to partici-
pate in the survey, the purpose of the research was explained and
questionnaires were then distributed to them for completion onsite
and checked for completeness to ensure a high return and usable rate.
Between October 2018 and March 2019, 285 (out of 400) question-
naires were returned from respondents in Cairo, with a response rate
of 71% and 122 (out of 200) questionnaires from Salalah participants,
with a response rate of 61%. Thus, the total number was 407 ques-
tionnaires, with a response rate of about 68%.
6 MATHEW AND SOLIMAN

T A B L E 1 Demographics
Cairo/Egypt (n = 285) Salalah/Oman (n = 122)
characteristics of surveyors
Gender Male 73.7% 47.5%
Female 26.3% 52.5%
Age Less than 25 12.6% 60.7%
25–35 41.1% 12.3%
36–45 41.8% 19.7%
More than 45 4.6% 7.4%
Occupation Student 12.3% 60.7%
Government 40.7% 4.1%
Private sector 36.1% 28.7%
Others 10.9% 6.6%
Educational level Primary/ preparatory 1.1% —
Secondary/high school 23.2% 6.6%
Undergraduate 62.5% 74.6%
Postgraduate 13.3% 18.9%

H8 F I G U R E 1 The hypothesized
Perceived
Usefulness model of the study

H3 H1

Perceived
Ease-of-use H2

H4 Attitude toward H9 Intention to use H10 Actual sage of

using DCM DCM DCM
H6
Perceived
Enjoyment
H7
H5
Perceived
Convenience

TABLE 2 Descriptive analysis of constructs

TABLE 3 Summary statistics of model fit in Cairo and Salalah
Salalah/Oman
Cairo/Egypt Model fit indices Cairo Salalah
Latent variables Mean SD Mean SD
Average path coefficient (APC) 0.451, p < .001 0.426, p < .001
Perceived usefulness 3.93 .835 3.67 .619 Average R-squared (ARS) 0.517, p < .001 0.654, p < .001
Perceived ease-of-use 3.82 .844 3.68 .753 Average adjusted R-squared 0.515, p < .001 0.649, p < .001
Perceived enjoyment 3.97 .876 3.82 .815 (AARS)
Perceived convenience 4.08 .871 3.91 .742 Average block VIF (AVIF) 1.927 2.361
Attitude toward using DCM 4.12 .911 3.93 .766 Average full collinearity VIF 2.860 3.240
(AFVIF)
Intention to use DCM 4.15 .941 3.94 .791
Tenenhaus GoF (GoF) 0.576 0.666
Actual usage of DCM 4.06 .947 3.86 .796
Sympson's paradox ratio (SPR) 1.000 1.000
Abbreviations: DCM, digital content marketing.
R-squared contribution ratio 1.000 1.000
(RSCR)

Table 1 elucidates the demographic characteristics of the sur- Statistical suppression ratio 1.000 1.000
veyors. For Cairo, the majority of participants (73.7%) were male, (SSR)

41.8% aged between 36 and 45 years old, 40.7% worked at govern- Nonlinear bivariate causality 1.000 1.000
direction ratio (NLBCDR)
mental institutions and most of them (62.5%) had undergraduate
degrees. With regard to Salalah, 52.5% of participants were female,
MATHEW AND SOLIMAN 7

TABLE 4 The measurement model

Cairo Salalah

Constructs Items (reflective) Loading CR CA AVE Loading CR CA AVE

Perceived usefulness I find difficult to select a travel destination (0.831) 0.916 0.895 0.550 (0.065) 0.888 0.852 0.495
(PU) (adapted from without DCM
Davis, 1989, 1993; Using DCM improves my travel experience (0.604) (0.662)
Venkatesh
et al., 2003) Using DCM saves my time to choose a (0.685) (0.712)
destination
DCM enables me to select a destination (0.733) (0.758)
more quickly
DCM helps me opening a channel of (0.680) (0.708)
communication with tourism destinations
DCM helps evaluate the value of tourism (0.774) (0.797)
services with no strings
It is easier to make travel/tourism decision (0.863) (0.812)
with DCM
DCM addresses my needs to travel (0.668) (0.688)
Overall, I find the DCM useful in my travel (0.799) (0.815)
decision
Perceived ease-of- Using DCM in travel decision makes me (0.598) 0.909 0.886 0.528 (0.665) 0.929 0.913 0.593
use (PEU) (adapted non-confused
from Davis, 1989, It is easy to become skilful at using DCM (0.706) (0.775)
1993; Venkatesh for tourism and travel
et al., 2003).
My using tourism contents did not require a (0.567) (0.652)
lot of mental effort.
I would find DCM to be flexible to interact (0.699) (0.761)
with
I feel that my interaction with DCM for (0.726) (0.801)
tourism would be clear and
understandable
I believe that it was easy to get information (0.762) (0.771)
about contents to take travel purchasing
It was easy for me to remember how to (0.772) (0.788)
select tourism destination using DCM
Tourism DCM provides helpful guidance in (0.844) (0.855)
destination choice
Overall, I feel it is easy for me to use DCM (0.820) (0.837)
Perceived enjoyment I believe using DCM in travel to be (0.764) 0.881 0.820 0.650 (0.828) 0.914 0.874 0.726
(PEJ) (Teo & enjoyable.
Noyes, 2011; The actual process of using travel-DCM is (0.840) (0.900)
Venkatesh, 2000) pleasant.
Using DCM is more interesting with travel. (0.843) (0.850)
I had fun using travel-DCM. (0.776) (0.829)
Perceived I can make travel and tourism decision at (0.756) 0.845 0.722 0.646 (0.799) 0.875 0.784 0.701
convenience (PCO) any time via DCM
(adapted from I can make travel and tourism decision at (0.890) (0.912)
Chang et al., 2012) any place via DCM
DCM is convenient for me in travel and (0.759) (0.796)
tourism
Attitude (ATT; I believe it is a good idea to use DCM for (0.781) 0.884 0.825 0.657 (0.831) 0.906 0.861 0.707
adapted from Ajzen travel and tourism
& Fishbein, 1980; DCM is important to me for tourism/travel (0.859) (0.876)
Ngai, Poon, & decision
Chan, 2007)
Making tourism/travel decision via DCM is (0.818) (0.858)
a wise idea

(Continues)
8 MATHEW AND SOLIMAN

TABLE 4 (Continued)

Cairo Salalah

Constructs Items (reflective) Loading CR CA AVE Loading CR CA AVE

In general, I like to use DCM for travel and (0.781) (0.796)
tourism

Behavioral Intention I intend to use DCM for travel destination (0.881) 0.899 0.830 0.748 (0.902) 0.914 0.858 0.780
(INT; adapted from choice next time.
Ajzen & I intend to be a heavy user of DCM for (0.899) (0.900)
Fishbein, 1980; travel destination choice next time
Ngai et al., 2007)
I will recommend DCM for travel (0.812) (0.846)
destination choice to my colleagues
Actual usage (ACU; I continue using DCM for tourism/travel (0.864) 0.905 0.859 0.704 (0.876) 0.922 0.886 0.746
adapted from Ngai decision
et al., 2007) I spend much time to use DCM for tourism (0.849) (0.859)
/travel decision
DCM is my first source for travel and (0.861) (0.902)
tourism decision
I frequently use the DCM for travel and (0.779) (0.816)
tourism

Abbreviations: AVE, average variance extracted; CA, Cronbach's alpha; CR, composite reliability; DCM, digital content marketing.

the majority of them (60.7%) were less than 25 years, 60.7% were stu-
dents and 74.6% were university graduates.
3.2 | Development of instrument and measures
The employed questionnaire is based on the literature sources
on TAM and the added constructs tanking into consideration the
DCM subject. The final form consisted of 35 indicators (listed in
Table 4), to measure the seven latent variables of the theoretical
framework. These indicators were selected from prior studies
that included similar validated scales and then adapted and modi-
fied to fit the research context. Depending on previous studies
(e.g., Davis, 1989, 1993; Venkatesh et al., 2003), PU was
assessed using nine items and PEU was measured by nine items.
Adapting the scales proposed by Ajzen and Fishbein (1980) and
Ngai et al. (2007), attitude (ATT) and behavioral intention (INT)
were measured among four and three indicators, respectively.
With regard to actual usage measures, this study depended on
subjective measures of usage that are based on the opinion of
each individual subject. Thus, actual usage (ACU) of DCM was
assessed using four measures adapted and modified from Ngai
et al. (2007). PEJ was measured using a scale adapted from
Venkatesh (2000) and Teo and Noyes (2011) and consisted of
four indicators. Including three items, PCO was
depending on the scale of Chang et al. (2012). Using a 5-point
Likert scale (1 = “strongly disagree” – 5 = “strongly agree”), the
studied reflective constructs were measured. Questions regarding
DCM tools and respondents' demographic characteristics, namely
age, gender, occupation and level of education were also
involved in the questionnaire.
3.3 | Analysis technique method
The WarpPLS 6 software was applied in the present study to validate
the measures and to test the hypotheses using structural equation
modeling (SEM). PLS-SEM is an advanced multivariate method that
establishes both outer and inner models to address complicated casual
relationships among the latent variables (Hair, Black, Babin, &
Anderson, 2010). The measurement and structural models were vali-
dated based on WarpPLS generated fit indices (Kock, 2015). Internal
consistency and composite reliability (CR) were evaluated. Construct
validity with its two subtypes, discriminant and convergent validity
were assessed (Fornell & Larcker, 1981; Hair et al., 2010).
4 | RE SU LT S
4.1 | Descriptive statistics
Table 2 demonstrates the mean values and SDs of latent variables in
the two selected cities. It is revealed that participants in both Cairo
and Salalah have opinions very close to “agree” option, which leads to
their positive opinions related to PU, PEU, PEJ, and PCO of using
DCM. They also have positive attitudes, intention to use and behavior
toward using DCM for tourism and travel purposes.
assessed
4.2 | The outer models analysis
Before assessing the outer models, the goodness-of-fit indices was
evaluated. Looking at Table 3, the model of each city has a good and
acceptable fit to the data (Kock, 2015).
MATHEW AND SOLIMAN 9

The following step is to test the reliability and validity of the con-
structs involved in the model for each city. To establish the indicator reli-
ability, the item loadings should surpass 0.50 (Hair et al., 2010). Table 4
illustrates that standardized loadings of items exceed the recommended
value (0.50). It is also revealed that all CR and Cronbach's alpha values
are above .70 in both models, leading to the internal consistency reliabil-
ity (Hair, 2015). To assess the convergent validity, the average variance
extracted (AVE) values are greater than 0.50, verifying the convergent
validity in both outer models (Fornell & Larcker, 1981).
The discriminant validity (Table 5) is also supported when the
square root of average variances extracted (SQRT AVEs) is greater
than the correlations among the measurement latent variables in both
models (Kock, 2015). To sum up, the validity and reliability of the
studied constructs in both measurement models have been achieved.
4.3 | The inner models' analysis
Figures 2 and 3 demonstrat the results of the inner (structural) models
that examine the casual relations between the investigated latent vari-
ables in the two selected regions, namely Cairo and Salalah.
Figure 2 reveals the path analysis for Cairo. The findings indicated
that ATT toward using DCM in tourism was significantly and posi-
tively influenced by PU (β = 0.14, p < .01), PEU (β = 0.21, p < .01), PEJ
(β = 0.22, p < .01,) and PCO (β = 0.38, p < .01). Thus, H1a, H2a, H6a,
and H7a were confirmed. It is also revealed that PEU had a positive
and significant impact on PU (β = 0.30, p < .01), PEJ (β = 0.69, p < .01)
and PCO (β = 0.64, p < .01), supporting H3a, H4a, and H5a. Addition-
ally, PCO significantly and positively impacted PU (β = 0.42, p < .01,).
Therefore H8a was accepted. Furthermore, ATT positively affected
INT to use DCM (β = 0.73, p < .01), H9a was then supported. The
ACU of DCM was significantly and positively influenced by the INT of
use in Cairo (β = 0.80, p < .01), confirming H10a.
Concerning Salalah, Figure 3 illustrates the results of the inner
model. It is revealed that ATT was positively influenced by PU
(β = 0.15, p = .05), PEU (β = 0.18, p < .05), PEJ (β = 0.29, p < .01),
and PCO (β = 0.36, p < .01), approving H1b, H2b, H6b, and H7b.
The results also indicated that PU was positively and significantly
affected by PEU (β = 0.30, p < .01) and PCO (β = 0.37, p < .01). As
a result, both H3b and H8b were supported. Moreover, PEU had a
positive and significant influence on both PEJ (β = 0.74, p < .01)
and PCO (β = 0.67, p < .01). Thus, H4b and H5b were accepted.
INT was positively and significantly affected by ATT (β = 0.77,
p < .01) and H9b was supported. The findings confirmed H10b
since INT significantly and positively influenced the ACU of DCM
(β = 0.82, p < .01).
Furthermore, for Cairo, it is revealed that PU, PEU, PEJ and PCO
explained 65% of the variance in ATT (R2 = .65). Moreover, PEU and
PCO explain 41% of the variance in PU (R2 = .41), 47% of the variance in
PEJ and 40% of the variance in PCO were explained by PEU (R2 = .47
and .40, respectively), 53% of the total variation in INT was explained by
ATT (R2 = .53) and INT explained 64% of the variance in ACU of DCM
(R2 = .64). Regarding the model of Salalah, PU, PEU, PEJ, and PCO
explained 70% of the variance in ATT (R2 = .70) and 30% in the total var-
iation of PU was explained by both PEU and PCO (R2 = .30). Additionally,
PEU explained 55% in the variance in PEJ and 45% in the variance in
PCO (R2 = .55 and .45 accordingly), ATT explained 59% of the total vari-
ation in INT (R2 = 0.59) and 67% of the variance in the ACU was
explained by INT (R2 = 0.67). R2 values illustrated that the research
model for each city is substantial and powerful.

TABLE 5 Discriminant validity (Fornell–Larcker)

Constructs PUS PEU PEJ PCO ATT INT ACU

Cairo
PUS (0.742)
PEU 0.527 (0.727)
PEJ 0.519 0.671 (0.806)
PCO 0.571 0.607 0.672 (0.804)
ATT 0.578 0.656 0.682 0.728 (0.810)
INT 0.495 0.567 0.589 0.676 0.724 (0.865)
ACU 0.493 0.614 0.578 0.711 0.791 0.793 (0.839)
Salalah
PUS (0.704)
PEU 0.465 (0.770)
PEJ 0.521 0.736 (0.852)
PCO 0.515 0.647 0.758 (0.837)
ATT 0.572 0.682 0.760 0.762 (0.841)
INT 0.492 0.616 0.707 0.728 0.763 (0.883)
ACU 0.520 0.683 0.687 0.726 0.797 0.814 (0.864)

Abbreviations: ATT, attitude; ACU, actual usage; INT, behavioral intention; PCO, perceived convenience; PEU, perceived ease-of-use; PEJ, Perceived
enjoyment.
Notes: The bold numbers represent the SQRT of AVEs.
10 MATHEW AND SOLIMAN

F I G U R E 2 The structural model

PU
β=.42
2
R =0.41 of Cairo, Egypt
p<.01

β=.14
β=.30
p<.01
p<.01
β=.21
PEU p<.01

β=.73 β=.80
β=.69 p<.01
β=.64 p<.01 ATT INT p<.01 ACU
p<.01 β=.22 R2=0.65 R2=0.53 R2=0.64
p<.01
PEJ
R2=0.47 β=.38
p<.01

PCO
R2=0.40

F I G U R E 3 The structural model

PU
2
R =0.30 of Salalah, Oman
β=.37
p<.01
β=.30 β=.15
p<.01 p=.05

β=.18
PEU p<.05

β=.77 β=.82
β=.74 p<.01
β=.67 p<.01 ATT INT p<.01 ACU
p<.01 β=.29 R2=0.70 2
R =0.59 R2=0.67
p<.01
PEJ
R2=0.55 β=.36
p<.01

PCO
R2=0.45

TABLE 6 The mediation impact of attitude

Advances in IT have crucial roles in changing tourism businesses.
Path coefficient Additionally, there are predominant developments in the E-marketing
Hypotheses
(indirect effect) Cairo Salalah Outcome adoption in tourism. DCM, as an E-marketing tool, has a strong effect
on consumers' behavior in different contexts. The current research
PU!ATT!INT 0.385*** 0.416*** Partial mediation
aimed to investigate the influences of DCM adoption on tourism
PEU!ATT!INT 0.386*** 0.434*** Partial mediation
behavior in two favoured destinations in the MENA region, namely
PEJ!ATT!INT 0.415*** 0.417*** Partial mediation
Cairo (Egypt) and Salalah (Oman). The TAM model was extended in
PCO!ATT!INT 0.371*** 0.391*** Partial mediation
this paper to encompass the prime variables, namely PU, PEU, ATT,
Abbreviations: ATT, attitude; INT, behavioral intention; PCO, perceived INT and ACU (Davis et al., 1989) and to commingle two critical con-
convenience; PEU, perceived ease-of-use; PEJ, Perceived enjoyment. structs in tourism marketing and behavior involving PEJ and PCO.
***p ≤ .001.
Based on the results, the research hypotheses were all confirmed in
To provide a further understanding of the relationships between both models of Cairo and Salalah. The results demonstrated that tour-
the studied constructs, the indirect paths between the independent ism customers in both Cairo and Salalah are utilizing tools of DCM to
constructs (i.e., PU, PEU, PEJ, and PCO) and INT through ATT were select their tourism services and products. These tools encompass
tested. As presented in Table 6, the findings revealed that ATT partially videos and animations, social media posts, infographics, images,
mediated the relationship between the predictors variables and INT. e-books or shorter customer guides, text and blog texts.
The empirical findings elucidated that PU has a significant impact
5 | DISCUSSION on customers' attitudes toward using the DCM for tourism purposes
in both Egypt and Oman. This finding is consistent with past studies
5.1 | Interpretation of results (e.g., Chang et al., 2012; Elkaseh et al., 2016; Legris et al., 2003) who
stated that there is a significant and positive relation between PU and
During the last decades, there has been growing interest in the con- ATT toward using of technology. Additionally, it is evident that PU
nection between IT and tourism, both in academic and in practice. impacts ATT toward E-marketing adoption (Chen et al., 2002;
MATHEW AND SOLIMAN
Kanchanatanee et al., 2014) and online airline ticket purchases (Renny
et al., 2013). This result supports the study of Cho and Son (2019)
who demonstrated that PU significantly influenced customers' atti-
tudes toward using the content of digital marketing. Additionally, PEU
has a substantial effect on the clients' attitudes toward using DCM in
tourism in the two selected cities. This finding is in agreement with
some previous research (e.g., Jahangir & Begum, 2008; Pai &
Huang, 2011; Renny et al., 2013), indicating that PEU influences ATT
toward using IT. Moreover, this finding aligned with the study of Ryu
and Murdock (2013) and Cho and Son (2019) who indicated that there
is a significant relationship between PEU and ATT toward using some
patterns of DCM. Moreover, the findings demonstrated that PU is sig-
nificantly impacted by PEU of DCM in Egypt and Oman. This result
supports the studies of Moon and Kim (2001), Teo et al. (2008),
Kanchanatanee et al. (2014) and Elkaseh et al. (2016) who found that
there is a substantial correlation between PEU and PU of online ser-
vices implementation including the digital environment (Cho. & Cho &
Sagynov, 2015; Ryu & Murdock, 2013).
The research results indicated that PEU positively influences PEJ
of using DCM. This result is agreed with previous studies showed that
PEU positively affects the PEJ of using multimedia services (Liao
et al., 2008) and online content (Moon & Kim, 2001; Treiblmaier
et al., 2011). Further, there is a significant linkage between PEU and
PCO of using DCM for tourism in both Egypt and Oman. This result is
concurrent with some past studies (Chang et al., 2012; Hsu &
Chang, 2013; Yoon & Kim, 2007) demonstrating that PEU significantly
impacts PCO of using content in IT application such as mobile digital
content Chang et al., 2013; Velmurugan & Velmurugan, 2014).
It is also revealed that PEJ positively affected ATT toward using
DCM in travel and tourism. When customers feel enjoyed, they are
encouraged and motivated to take part in adopting and depending
upon DCM for their travel decision-making. This finding is in line with
past studies of Gao and Bai (2014) and Marza et al. (2018) in which
PEJ is positively interlinked to consumers' attitude using online con-
tent for several purposes including shopping. Ryu and Murdock (2013)
stated that PEJ has a positive impact on consumers' ATT toward
mobile marketing communication and Cho and Son (2019) who rev-
ealed that people have a positive attitude toward online marketing
and are engaged in information sharing.
In addition, it is clear that tourism consumers' attitudes are
influenced by the PCO of DCM in the two chosen nations. This result
is compatible with past research (e.g., Chang et al., 2012; Hsu &
Chang, 2013; Kuo & Yen, 2009; Moon & Kim, 2001) indicating that
PCO influenced clients' attitudes toward using IT in various domains.
Since individuals feel convenient and comfortable when using DCM,
they will have the desire to utilize it in selecting their tourism products
and services. Additionally, the findings indicate that PCO has a signifi-
cant impact on the PU of DCM for travel and tourism. This result is in
line with the some literature (e.g., Chang et al., 2013; Hsu &
Chang, 2013; Yoon & Kim, 2007) demonstrating that PU is highly
impacted by PCO.
The results also revealed that ATT positively and significantly
affects INT, which in turn has a positive and significant consequence
11
on the ACU of DCM. These findings aligned with some previous stud-
ies (e.g., Lederer et al., 2000; Moon & Kim, 2001; O'cass &
Fenech, 2003; Sinthamrong & Rompho, 2015; Vijayasarathy, 2004),
indicating that ATT affects INT to use IT within several fields. The
results by Ryu and Murdock (2013), Elkaseh et al. (2016) and Cho and
Son (2019), demonstrated the positive influence of ATT on INT using
online content, were supported by the current study findings. More-
over, it is revealed that humans' intentions have a substantial impact
on their behavior to use online content. This finding is compatible
with prior research of Venkatesh et al. (2003) and Akar and
Mardikyan (2014) who stated that INT positively affects the actual
usage of social platforms and online systems.
5.2 | Implications
This article provides several theoretical and managerial implications.
Regarding the theoretical side, this research will contribute to the cur-
rent literature on DCM, particularly within the tourism sitting. First, this
research is considered one of the few studies to illustrate the impor-
tance of DCM and explore its influence on tourism consumer behavior.
Additionally, although there are many past studies that extended the
TAM model in various contexts including tourism, hospitality and
events filed, it is the first attempt that extended a TAM model by incor-
porating two crucial variables (i.e., PEJ and PCO) to empirically investi-
gate the impact of DCM on the behavior of tourism customers.
Furthermore, there is no known work that examined the relationship
between DCM and consumer behavior in the MENA region, especially
in the tourism area in both Egypt and Oman. Moreover, this study con-
tributes to theory by clarifying DCM as a crucial tool that plays a sub-
stantial role in determining and transforming prospects into buying
customers using online content (Järvinen & Taiminen, 2016).
In addition, the present study produces vital managerial implica-
tions to tourism organizations by highlighting the importance of using
DCM as a valuable and effective tool of marketing. By this research,
tourism organizations using the traditional methods of information
dissemination and marketing need to change to digital channels that
have the ability to provide significantly greater flexibility to target
consumers in terms of finding, scrutinizing and choosing the relevant
content for decisive behavior. In addition, this research will allow tour-
ism organizations to develop their marketing strategies and activities
depending on DCM to help tourism consumers in selecting custom-
ized content for their personal needs. Furthermore, the results indi-
cated that the highest direct effect on consumers' attitudes in Cairo
among the four constructs is recorded among PU. That is, DCM has
many benefits for tourism consumers (i.e., it helps individuals enhance
their travel experience, save their time to choose a destination or to
buy a tourism service or product, aid them to quickly select a destina-
tion, open a channel of communication with tourism destinations,
evaluate the tourism services value and address their desires to
travel). As a result, tourism managers and marketers should pay closer
attention to use DCM in their enterprises. Concerning Salalah, the
results elucidated that perceived enjoyment has the peak value of
12
direct influence on tourists' attitudes through the four latent variables.
This refers to the using of DCM in the tourism domain is enjoyable,
pleasant and more interesting to customers when they purchase tour-
ism products and services. Substantial evidence of the research sug-
gests the importance of each construct and their role as a value focus
on tourism consumers at different stages. For tourism policymakers
and destination managers, this research will aid executives and organi-
zation leaders to understand the DCM characteristics in relation to
consumer attitude and intention for providing better customer experi-
ence and relationship management.
5.3 | Limitations and future research
The present study employed a quantitative approach to examine
the relationships between the studied constructs. Future research
can apply other approaches (i.e., qualitative or mixed-method
approach) to demonstrate the role of DCM in the decision made
by tourism consumers. In this study, participants were selected ran-
domly using a convenience sample from Cairo in Egypt and Salalah
in Oman. Therefore, it was not appropriate to generalize the
research results to the whole MENA region. Further studies can be
conducted focusing on other major cities and even nations to show
the varied differences and similarities in attitude, intention and
behavior. Furthermore, future longitudinal studies could be con-
ducted to comprehend relationships among other variables affect-
ing the attitude and behavior of using DCM for tourism purposes.
Moreover, actual usage behavior can also be affected directly by
adding other constructs and factors that were not studied in this
research. Future studies can include external variables (i.e., trust,
innovation, etc.). Additionally, social influence and gender can be
added as moderator or control variables that may affect the adop-
tion of DCM for tourism. Finally, an expansion toward different
target groups should be considered to comprehend differences
from an end-user perspective.
ORCID
Viju Mathew https://orcid.org/0000-0002-0730-6892
Mohammad Soliman https://orcid.org/0000-0002-9359-763X
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AUTHOR BIOGRAPHIES
Viju Mathew, Head, Department of Scientific Research, CAS
Salalah, had a blend of experience both from industry and aca-
demics in different countries. He has widely published his work
with more than 45 publications in reputed journals, chapters with
leading publisher and engraved three books to his credit. As a
coordinator, he implemented DIF projects funded by IDA and
Ministry of Higher Education, FDRE. Dr. Mathew is deeply
involved in Quality Assurance process of Higher education institu-
tion and a research guide for PG students. His teaching and
research interest includes Marketing, Entrepreneurship and Stra-
tegic Management.
Mohammad Soliman is currently an Assistant Professor at Busi-
ness Administration Department, Salalah College of Applied Sci-
ences, Oman. He has published a number of articles in reputed
journals (e.g., Geoheritage, Anatolia, International Journal of Hos-
pitality & Tourism Administration, and International Journal of
Euro-Mediterranean Studies). Additionally, he serves as an edito-
rial board member of some international journals (e.g., Journal of
Tourism & Hospitality; Tourism & Management Studies; etc.), and
a reviewer of some top-tier journals (e.g., “International Journal of
Hospitality Management” and “International Journal of Contem-
porary Hospitality Management”). His research interests include
tourism management and marketing, tourism behavior, and
others.
How to cite this article: Mathew V, Soliman M. Does digital
content marketing affect tourism consumer behavior? An
extension of technology acceptance model. J Consumer Behav.
2020;1–15. https://doi.org/10.1002/cb.1854