Digital Marketing: Support of Digital Advertising to Tourism
Intention Behavior
Indriana Indriana
1
, Doni Purnama Alamsyah
1
and Norfaridatul Akmaliah Othman
2
1
Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Indonesia
2
Department of Technology Management, Faculty of Technology Management and Technopreneurship,
Universiti Teknikal Malaysia Melaka, Malaysia
Keywords: Digital Marketing, Tourism Intention Behavior, Digital Advertising.
Abstract: Digital marketing is a marketing strategy which is based on information technology; it is used by companies
to achieve sustainable marketing. Based on the phenomenon of digital marketing, this study examines
specifically the impact of digital advertising on the behavior intention of tourism. This study is conducted by
survey to 200 of tourism in Bandung City (Indonesia). The respondents are selected which have been accepted
for digital advertising to be assessed. Path analysis and research hypothesis test is conducted by using
SmartPLS tool. Research finding is found that there is a positive impact of digital advertising to brand
awareness and tourism intention. Tourism intention is consumer behavior that can be influenced directly to
brand awareness. Information from this study emerges as a supporting model of digital advertising on tourism
intention. Furthermore, information from this study is useful to the tourism industry before the implementation
of digital marketing.
1 INTRODUCTION
Tourism industry has an important role in a country
because it can encourage economic growth (Nicolau,
2008), the growth of this industry also stimulates
employment and productivity in the country
(Kemkes, 2015). Many economic sectors are
integrated with the tourism industry, because there
are many products which accompany services of
tourism (Costa and Canavate, 2015). The growth of
tourism destinations in an area has a positive impact
on changes in the regional economy (Darsono et al.,
2016). So that if there are new destinations in the area,
it will be followed by the growth of new business
around the destination. It is realized that there is a
multiplier effect from the tourism industry which can
accelerate the economic growth and it creates jobs
(Van Wijk and Persoon, 2006). Facing the 4.0 era, the
tourism industry has entered the digital era, so the
marketing strategy implementation of a tourism
destination has adjusted to the digital platform known
as digital marketing (Smith, 2019; Alamsyah et al.,
2021a; Alamsyah et al., 2021b).
Supporting technology through digital marketing
is very much needed by the tourism industry, because
consumers are used to finding information related to
destinations through digital platforms (Opute et al.,
2020). The purpose of implementing digital
marketing is to support sustainable tourism, namely
the concept of tourism development which is able to
fulfill the needs of todays’ consumers and future
generations (Othman et al., 2021). In general
management science, company development
activities are also known as sustainable performance
of a company (Moscardo and Murphy, 2016). Where
it is not easy to maintain the company’s sustainability
if it is not supported by information technology. One
of the information technologies is the implementation
of marketing strategies through digitalization, such as
digital marketing (Smith, 2019; Kull and Health,
2016). Digital advertising is part of digital marketing
(Yang et al., 2016), which is used by companies to
deliver products or services to a wider range of
consumers. It contains persuasive messages in digital
advertising; the importance of this message gives
meaning to increase the value of a product or service
(Yang et al., 2018). Tourism industry offers more
services, in which digital advertising can be
conducted to convey new services or it provides value
to old services in the form of tourism destinations
(Yang et al., 2018). The purpose of implementing
digital advertising in the tourism industry is surely
100
Indriana, I., Alamsyah, D. and Othman, N.
Digital Marketing: Support of Digital Advertising to Tourism Intention Behavior.
DOI: 10.5220/0011245300003376
In Proceedings of the 2nd Inter national Conference on Recent Innovations (ICRI 2021), pages 100-106
ISBN: 978-989-758-602-6
Copyright
c
 2022 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved

increasing consumers’ concern, is for visitors to choose
tourism destinations (Yang et al., 2016). Digital
tourism destination advertising can be conducted
through several types, such as websites, blogs, or social
media (Yang et al., 2018). With more frequent
advertising through digital media, it certainly provides
knowledge to consumers about the existence of
tourism destinations. It means that the implementation
of digital advertising in the tourism industry has an
impact on consumers’ concern. Furthermore, the
company’s image carries out advertising to be better
known by consumers; so it emerges consumer brand
awareness (Rahim et al., 2012; Lee et al., 2013).
The establishment of a tourism destination in an
area hopes certainly to be visited by tourism, so that
tourism services as a place of entertainment can run
and it provides the benefits for managers and
surrounding community (Belanche et al., 2017).
However, raising visitors’ interest to visit is not easy;
a stimulus is needed because services in the tourism
industry are intangible (Krishnamurthy et al., 2018).
So that advertising is needed to explain the value of
tourism destinations, it is intended to increase
visitors’ interest to visit. It means that the
implementation of digital advertising has an impact
on tourism visiting intention. Based on the problems’
phenomenon which appears in the tourism industry
with the implementation of digital marketing; this
study aims to examine the impact of digital
advertising implementation on brand awareness and
tourism visiting intention. The position of this
research emphasizes the ability of digital advertising
as a determining factor for tourism visiting intention.
In which information from this research is useful for
the tourism industry in evaluating the implementation
of digital marketing through digital advertising.
2 LITERATURE REVIEW
2.1 Digital Advertising
Theoretically, digital advertising is stated as
marketing communication carried out by marketers in
promoting a product or service via internet media
(Yang et al., 2016). There is an internet channel in
digital advertising, so the reach of advertising is wider
than the common advertising (Yang et al., 2018).
Because it uses electronic media, there are more
interactive advertisements which are accepted by
consumers (Yanti et al., 2019). In principle, digital
advertising contains messages made persuasively by
marketers; it is usually used to promote products, but
it is often used to promote services, such as tourism
destinations (Yang et al., 2016). The use of digital
advertising is believed to make it easier for marketers
to convey information related to services in tourism
destinations which are more easily and interactively
to broad potential visitors.
Digital advertising is used through several
supporting platforms. The platform is evaluated by
consumers before visiting and it becomes an indicator
in measuring digital advertising. The first indicator is
known as search engine advertising (Yang et al.,
2016), which is a platform on the internet where
consumers search for information. It usually contains
advertisements which are adjusted to consumer
search behavior on websites. The second is
interactive advertising, which is advertising that
appears directly when consumers interact with a
website or blog. The implementation of interactive
advertising is very effective because it can remind
consumers about tourism destinations. The third is
opt-in advertising, it is related to advertising
appearing at the same time as e-mail. It is usually only
for certain consumers, because opt-in requires the
willingness of consumers to receive all of the
information submitted by the marketer. A lot of
marketing information related to tourism destinations
are delivered by email, particularly after consumers
open an account at one tourism destination online,
they will get offers related to services. The fourth is
often used by consumers today is social media
networks (Solnais et al., 2013), and in fact social
media contains several advertisements which explain
the existence of tourism destinations. So that it
provides indirectly the understanding to potential
visitors of those tourism destination values. The last,
digital advertising is commonly used, mobile
advertising, in which advertising is used via short
messages directly to consumers via mobile devices.
Based on the previous studies, it is known that the
implementation of digital advertising is useful in
changing consumer behavior. In the science of
tourism, digital advertising has an impact on brand
awareness of potential visitors. However, digital
advertising is also directly able to increase tourism
visiting intention. Assessing from the previous
theory, a research hypothesis design is carried out
which is presented as follows:
H1: Digital advertising has a positive correlation
to brand awareness.
H2: Digital advertising has a positive correlation
to tourism intention.
2.2 Brand Awareness
Brand awareness is also said to be brand awareness
Digital Marketing: Support of Digital Advertising to Tourism Intention Behavior
101

carried out by consumers for a brand they see.
Implementing brand awareness is not easy, it takes a
time because it appears from the consumer side
depending on information it gets. In this case, brand
awareness is related to tourist destinations, and it is
obtained through advertising. In theory, brand
awareness is stated to be consumers’ ability to
recognize or to remember a brand from a tourism
destination. In which many tourism destinations offer
services currently, but not all of them can be
recognized well by consumers or visitors. Because
tourism destinations are intangible; efforts are needed
to introduce the value of tourism destinations, so that
they are easily recognized by potential visitors. The
goal of achieving brand awareness in the tourism
industry is on tourism visiting intention.
Understanding brand awareness means knowing
indicators which can be assessed by consumers, in
this case potential visitors. In a previous study, it was
said that consumers’ concern depends on the brand, it
means that the easier it is to be recognized by the
brand of the company, the higher the potential for
consumer awareness. The two brand identities are
logos or distinctive colors. Because a good brand
identity allows consumers to more easily recognize
and it increases consumer awareness, remember of
brand, namely the memory of consumers in knowing
the brand. If consumers recognize the brand, it is
stated that consumers have a concern for the service
brand. The fourth is related to knowledge of brand,
namely knowledge of brands. Consumer knowledge
is limited due to many brands. However, if consumers
easily understand the brand and the meaning of the
brand, it will facilitate consumer awareness in the
future. Finally, it is easy to search for a brand, it
relates to whether a brand’s impact is famous or not.
All tourism destinations have different brands.
Digital advertising is carried out through online
media, if it is easy to find, consumer awareness will
also increase. Understanding indicators which can be
assessed from brand awareness indirectly
understands the factors that influence it, namely
digital advertising. However, brand awareness which
is considered by consumers is related to tourism
visiting intention. Based on this theoretical study, the
research hypothesis design is presented as follows:
H3: Brand awareness has a positive correlation to
tourism intention. isting service So that there will be
other recommendations or attitudes which emerge
afterwards in the future. It is important to know that
tourism intention, because it has an impact on visiting
decisions.
Knowing there is interest or not from potential
visitors to a tourism destination has known from the
first new indicators, is intent to visit. Intent to visit is
related to an intention which appears from a visitor to
be able to come. Second is the expectation of visitors
to come to tourism destinations. Glad to visit is a
feeling of pleasure that arises when coming to a
tourism destination. Want to visit is a strong intention
to be able to visit tourism destinations and the last
plan to visit, is a plan to visit that will be carried out.
From all of the visiting indicators, it is important to
explain that there is interest from visitors to be able to
come to tourism destinations
3 METHODS
This research examined three variables, such as
digital advertising, brand awareness, and tourism
intention. The study focused on tourism in Bandung
City (Indonesia), with a tourist number of 200 people.
This study used a descriptive survey method, so that
the analysis was based on the results of the survey
conducted through a quantitative questionnaire.
There were measurements asked in the questionnaire,
like digital advertising through search engine
advertising indicators, interactive advertising, opt-in
advertising, social media networks, and mobile
advertising. Brand awareness was measured by
awareness of brand, identity of brand, remember of
brand, know of brand, and easy to search for brand
(Alamsyah and Febriani, 2020). Then for tourism
intention with the measurement: intent to visit, expect
to visit, glad to visit, want to visit and plan to visit
Tourism was chosen as the respondent, and they
are given information related to digital advertising
and tourism destinations. Furthermore, data from
respondents were processed through path analysis
based on the research hypothesis design. The analysis
tool used was SmartPLS, so that the model was tested
with the Inner and Outer
4 RESULT AND DISCUSSIONS
The research results and discussion are separately
conducted. Based on the research results, it is known
that there are 200 respondents who filled out the
questionnaire correctly, then data from the
questionnaire was processed through SmartPLS with
one-time testing of the research model. The research
model examines the previous hypothesis design and
the results of research model testing are shown in
Figure 1. There are three variables, such as digital
advertising, brand awareness, and tourism intention.
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The model has been processed before it is analyzed,
then it is tested through an inner and outer test.
Inner model test is conducted based on several test
criteria, including Loading Factors, Cronbach’s
Alpha, Composite Reliability and Average Variance
Extracted (AVE). An inner test has been carried out
and the results are summarized in Table 1, where it is
known that Outer Loading which is Loading Factor
and has a value it is above 0.5 for all of indicators in
all of variables. Furthermore, the results of another
inner test appear in Table 2, in which it is known that
Cronbach’s Alpha and Composite Reliability values
are above 0.5, and the AVE value is above 0.4. Based
on the test results, all indicators on the variables are
accepted or valid, it considers that the value appears
above the provisions. The next stage is the outer test,
where the results are shown in Table 3. Based on the
results in Table 3, it is known that all T-Statistics
values obtained for all research instruments which
have values above 2.2 (except X3). It means that the
outer model test is accepted, so based on the results
of the inner and outer test, this research model can be
accepted and it can be analyzed further.
Figure 1: Research model.
Table 1: Value of Outer Loadings.
Instruments
Digital
Advertising
Brand
Awareness
Tourism
Intention
X1 0,685
X2 0,697
X3 0,098
X4 0,765
X5 0,671
Y1 0,692
Y2 0,834
Y3 0,847
Y4 0,801
Y5 0,727
Table 2: Value Validity and Reliability.
Variables
Cronbach's
Alpha
Composite
Reliability
AVE
Digital
Advertising
0,580 0,739 0,400
Brand
Awareness
0,839 0,887 0,612
Tourism
Intention
0,893 0,921 0,701
Table 3: P-Value of Instruments.
Instruments
T Statistics
(|O/STDEV|)
P Values
X1<- Digital
Advertising
13,716 0,000
X2<- Digital
Advertising
13,368 0,000
X3<- Digital
Advertising
1,003 0,317
X4<- Digital
Advertising
10,793 0,000
X5<- Digital
Advertising
16,304 0,000
Y1<- Brand Awareness 13,301 0,000
Y2<- Brand Awareness 35,584 0,000
Y3<- Brand Awareness 29,684 0,000
Y4<- Brand Awareness 23,384 0,000
Y5<- Brand Awareness 15,374 0,000
Z1<- Tourism Intention 32,507 0,000
Z2<- Tourism Intention 28,935 0,000
Z3<- Tourism Intention 25,889 0,000
Z4<- Tourism Intention 47,507 0,000
Z5<- Tourism Intention 25,550 0,000
In this study, a research hypothesis was tested, in
which the summary of hypothesis test results is
shown in Table 4. The research hypothesis test results
said that all were accepted; based on T-Statistic
assessment are above 1.69 with a P-value is below 1.
It can be concluded that digital advertising has a
positive correlation to brand awareness and tourism
intention, and brand awareness has also a positive
correlation to tourism intention. The hypothesis test
results are described in the research model shown in
Figure 1.
4.1 The Impact of Digital Advertising
to Brand Awareness
The study results have been described in Figure 1 that there
is a positive correlation of consumer need in digital
advertising preference with a correlation value is 0.387 or
Digital Marketing: Support of Digital Advertising to Tourism Intention Behavior
103

it has a positive impact of 15%. This study results are in line
with the previous research which mentions that digital
advertising preference in its implementation is depending
on consumer needs. Based on these findings, it can be stated
that this part of the research completes the previous
research. Information from this research is important for
marketers that the implementation of digital advertising in
digital marketing cannot be separated from consumer
preferences and consumer needs. The purpose of
implementing digital advertising preference is certainly to
increase the value of the product or service which is
promoted, so that it can be accepted by consumers.
There are many types of digital advertising but
focusing on consumer preferences, so the intended
advertising is related to the platforms used in digital
advertising. First, it focuses on search engine
advertising; consumers feel that there is advertising
that appears when searching for information via the
internet. This advertising has consumers’ attention,
and it is felt to be effective. Furthermore, interactive
advertising appears when consumers are interacting
with a website or e-commerce. Advertising that
appears is not directly noticed by consumers, so that
it has an impact on the consumer’s assessment.
Sometimes consumers feel that opt-in advertising
appears when a transaction occurs, so that even
though it is disturbing, it has an impact on consumers’
attention. Currently, consumers are accustomed to all
social media networks, as a medium for interacting
and communicating. However, it is not realized that
many advertisements have appeared, and it got
consumers’ attention. Companies are more active in
providing advertising digitally; one of them is directly
through mobile advertising. Although it does not
receive direct attention, it has an impact on
consumers’ memory. Digital advertising preference
appears to be related to consumer needs, in which
each consumer has a different level of need for
advertising. However, all the preferences that emerge
from consumers are indirectly an important part of
what marketers notice to implement digital
advertising.
Table 4: Hypothesis Test.
Hypothesis T Statistics
(|O/STDEV|)
P Values
Digital Advertising ->
Brand Awareness
15,930 0,000
Brand Awareness ->
Tourism Intention
6,422 0,000
Digital Advertising ->
Tourism Intention
3,776 0,000
4.2 The Impact of Brand Awareness to
Tourism Intention
These research findings are based on the model
presented in Figure 1, which states that digital
advertising preference has a positive correlation to
consumer brand awareness. Based on a quite higher
correlation value, which is 0.646, or digital
advertising preference has an impact of 41.7% to
brand awareness. This finding is in line with previous
research which explains the benefits of digital
advertising in controlling consumer brand awareness.
Based on these findings, this part of research
completes the previous research. Advertisements are
packaged by marketers, and it contains messages that
are conveyed in a persuasive way, in fact they notice
consumers’ concern for the brand.
There are other research results illustrated in
Figure 1, which explains that there is a positive
correlation between consumer needs and consumer
brand awareness of 0.120. This correlation is not so
close to the recommendation, which means that what
consumers need is directly not able to explain
consumers’ concern for the brand. The correlation
between two variables is still too far away. Based on
this study, the position of digital advertising
preference is a mediation of the correlation between
consumer needs and consumer brand awareness. It
considers that digital advertising can be influenced by
consumer needs, and it can affect consumer brand
awareness. The implementation of digital advertising
has an impact on consumer behavior. Digital
advertising, which is part of digital marketing, is
beneficial in supporting marketer performance,
because it can measure consumer behavior. Based on
this research findings, it is clear that the
implementation of Management Information System
(MIS) is the implementation of digital advertising as
an implementation of a marketing strategy.
Information from this study can be used by
companies, in which the importance of observing
digital advertising in order to control consumers’
assessment of brands and their concerns.
4.3 The Impact of Digital Advertising
to Tourism Intention
The concern of tourism on tourism destinations has
been stated that it can be formed through digital
advertising; on one hand, digital advertising has also
a good correlation in increasing tourism intention. It
seems from the results summary shown in Figure 1,
in which digital advertising has a correlation value of
0.284. It means that the better digital advertising
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implementation with persuasive messages conveyed
through online media, the higher the consumer’s
interest. This part of the research tends to complete
the previous research mentioned that interest can be
changed by advertisements both online and offline; it
depends on persuasive messages, particularly on
service. Understanding the interest means
understanding consumers’ desires for today and
tomorrow, so the sustainability of digital advertising
needs to be noticed by marketers. Because interest
does not mean an instant behavior will change
visitors’ decision at this time, but when it is needed or
for the future by visitors.
Services are as part of tourism destinations
products which have differences, it is caused that it is
intangible. So advertising is prioritizing the value of
service. For a marketer, getting tourism intentions is
very important. Because of the aims of marketing
strategy implementation is emerging consumers
intention both for today or for tomorrow. The main
purpose of marketer is education of service existing;
it is not about selling or succeeding to do a
transaction. Tourism understanding with a service
existing will be remembered by tourists for a long
time.
This research finding surely seems in Figure 1,
where there is a supporting model of digital
advertising in changing consumer behavior,
increasing brand awareness and tourism intention.
Information from this research can be used by
companies, particularly in the marketing field to
notice more digital advertising as a part of digital
marketing.
5 CONCLUSION
The implementation of digital modeling in the
tourism industry is needed; it is related to sustainable
tourism; digital marketing can be conducted through
digital advertising, which aims to increase the
positive impact on consumer behavior. The research
findings conveyed that digital advertising has a
positive impact on brand awareness and on tourism
intention. On the other hand, brand awareness has
also a positive impact on increasing tourism intention.
This study emerges as a supporting model of digital
advertising in increasing tourism intention.
Information in this research can be used by the
tourism industry in understanding tourism behavior,
so that it is easier for digital marketing
implementation. However, there are limitations in
this study, are it does not examine the biographies of
tourism, even though it has an important role in
behavior intention. The limitations of this study are
recommendations for further research.
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