Facebook Marketing and Algerian Tourists’ Attitudes Toward Domestic Tourism: The Roles of Customization, Content Relevance, and Trendiness
Abstract
Facebook Marketing and Algerian Tourists’ Attitudes Toward Domestic Tourism: The Roles of Customization, Content Relevance, and Trendiness
Abstract
This study examines the relationship between Facebook marketing and Algerian tourists’ attitudes toward domestic tourism. The conceptual model specifies five dimensions of Facebook marketing: the quality and diversity of marketing content, interactivity, the credibility and quality of influencer content, relevance and trendiness, and customization. Tourists’ attitudes are assessed across cognitive, affective, and behavioral dimensions. Using a descriptive–analytical design, the study collected data through an online questionnaire and analyzed 244 valid responses in SPSS version 24.
The results showed a strong, statistically significant association between Facebook marketing and attitudes toward domestic tourism. In the multiple regression model, customization was the strongest predictor of tourists’ attitudes, followed by relevance and trendiness, interactivity, and the credibility and quality of influencer content. The quality and diversity of general marketing content did not independently predict attitudes after the other marketing dimensions were taken into account. These findings highlight the importance of tailoring Facebook marketing to tourists’ interests and keeping promotional content relevant and aligned with current trends.
Keywords — Facebook marketing, domestic tourism, tourist attitudes, customization, content relevance, Algeria.
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References
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