The Mediating Role of Customer Engagement in the Relationship between Digital Content Marketing on Social Media and Intention to Visit: A Conceptual Study of Domestic Tourism in Jordan

Abstract

This research examines the correlation between online content marketing through social media and the desire to visit Jordan domestic tourism sites, mediated by customer engagement. Despite the extensive range of natural and cultural heritage in Jordan, domestic tourism has not yet realized its potential. Although digital media, especially social media, present enormous chances for stimulating interest in local travel, marketing on the ground currently focuses largely on the foreign tourist, thereby neglecting locals. Based on the Stimulus-Organism-Response (S-O-R) model, the present study develops a conceptual model in which online content marketing is the external stimulus, customer engagement is the internal response mechanism, and intention to visit is the ultimate behavior consequence. The novel conceptual model emphasizes the role of culturally relevant, interactive, and engaging online content in enhancing customer engagement and affecting domestic travel intentions. This research makes a valuable contribution to the scholarly literature by presenting a conceptual framework to guide future empirical research and by offering strategic guidance for tourism marketers who wish to market domestic tourism in Jordan.