أثر التسويق بالمحتوى في تحقيق الولاء للوجهات السياحية المحلية

Abstract

This study aims to identify the impact of content marketing on achieving loyalty to local tourist destinations among the customers of Numidia Travel Service agency, Ferdjioua branch. The dimensions of content marketing were defined as relevance, credibility, value, attractiveness, and emotion, in order to determine the role of these dimensions in achieving loyalty to local tourist destinations. To achieve these objectives, we conducted a field study through which 90 questionnaires were distributed to a number of customers. The study data was analyzed using the Statistical Package for the Social Sciences (SPSS 22) and a set of statistical methods, such as the Pearson correlation coefficient, arithmetic means, and the simple regression model. The study reached a set of results, the most important of which are: There is a statistically significant high agreement among the study sample members regarding the application of content marketing dimensions at Numidia Travel Service agency; the arithmetic mean reached (3.69), which is a high score according to the five-point Likert scale. The results of the field study showed that there is a statistically significant positive impact of the independent variable (content marketing dimensions) on the dependent variable (achieving loyalty to local tourist destinations); we found a strong positive correlation between them reaching 89.7%, which confirms the effective role of content marketing in achieving loyalty to local tourist destinations.The study recommended the necessity of applying content marketing with its aforementioned dimensions, particularly emotion and credibility, in order to create a strong emotional bond and achieve loyalty to local tourist destinations at Numidia Travel Service agency.