https://mail.insyma.org/proceedings/files/original/articles/51_Adhika%20Putra%20Wicaksono.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Proceedings of the International Symposium on Management (INSYMA) (Vol 21, 2024) Proceedings meta_title Gender Differences: How Attitude Toward Using Digital Content Marketing Affects Indonesian Travel Behaviour Author #1 Adhika Putra Wicaksono Author #2 Bobby Ardiansyahmiraja Author #3 Adi Prasetyo Tedjakusuma Abstract/Description The tourism industry holds significant global importance, impacting economies and involving multiple sectors. Indonesia, with its vast population and abundant natural beauty, stands as a key player in this sector. As digital technology advances, it reshapes marketing strategies, with digital content marketing (DCM) emerging as a vital tool. This study explores the impact of DCM on consumer behavior within Indonesia's tourism industry, incorporating gender as a moderating factor. The research employs a Partial Least Square (PLS) Structural Equation Modeling approach, supported by SmartPLS 3 software, to assess construct validity, reliability, and hypothesis testing. Findings reveal the critical role of DCM in shaping consumer attitudes and purchase intentions, with notable gender differences. keywords a;b;c;d digital content marketing, digital marketing, tourism, consumer behavior publication_date 2025/06/20 2024/06/15 pdf_url https://insyma.org/proceedings/files/original/articles/51_Adhika%20Putra%20Wicaksono.pdf abstract_html_url https://insyma.org/proceedings/items/show/ https://insyma.org/proceedings/items/show/217 firstpage 293 lastpage 298 issn 3047-857X 3047-857X conference Proceedings of the International Symposium on Management (INSYMA) Proceedings of the International Symposium on Management (INSYMA) publisher_name Fakultas Bisnis dan Ekonomika, Universitas Surabaya Fakultas Bisnis dan Ekonomika, Universitas Surabaya no article 217 Volume 21 URL https://insyma.org/proceedings/files/original/articles/51_Adhika%20Putra%20Wicaksono.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Gender Differences: How Attitude Toward Using Digital Content Marketing Affects Indonesian Travel Behaviour Creator An entity primarily responsible for making the resource Adhika Putra Wicaksono, Bobby Ardiansyahmiraja, Adi Prasetyo Tedjakusuma