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All Journal IJBE (Integrated Journal of Business and Economics) MABIS: Manajemen dan Bisnis
Muhammad Izharuddin
University of Queensland
Humanities Economics, Econometrics & Finance Social Sciences

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Digital Content Marketing for Enhancing Indonesia’s Tourism Industry Adhika Putra Wicaksono; Bobby Ardiansyahmiraja; Muhammad Izharuddin
Integrated Journal of Business and Economics (IJBE) Vol 10, No 2 (2026): Integrated Journal of Business and Economics
Publisher : Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/ijbe.v10i2.1567

Abstract

Indonesia boasts numerous tourism destinations, supported by its rich cultural heritage, diverse natural attractions, and one of the world's largest archipelagos. The country's tourism sector is further strengthened by a substantial domestic tourism market driven by its large population. Meanwhile, digital technology has transformed the way tourism services are marketed and consumed. Digital Content Marketing (DCM) has emerged as an effective marketing tool that enables tourism stakeholders to engage consumers, build brand relationships, and influence travel decisions. Despite its growing importance, empirical research examining DCM in Indonesia's tourism context remains limited, particularly studies that extend the Technology Acceptance Model (TAM) by incorporating innovation and trust to explain travelers' behavioral intentions and actual usage. Therefore, this study develops an extended TAM framework to examine the influence of DCM on consumer behavior in Indonesia's tourism industry. A quantitative approach was employed using survey data collected from 298 Indonesian respondents, and the proposed model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that 11 of the 12 proposed hypotheses are supported. Perceived ease of use, perceived enjoyment, and perceived convenience significantly influence attitudes toward using DCM, while attitude, innovation, and trust significantly affect behavioral intention, which subsequently drives the actual usage of DCM. However, the relationship between perceived usefulness and attitude is not statistically significant. These findings extend the application of TAM in the context of digital tourism marketing and provide practical insights for tourism stakeholders in designing innovative, trustworthy, and engaging digital content to encourage consumer travel decisions and support the sustainable growth of Indonesia's tourism industry.
Understanding Gen Z’s AI adoption for travel planning and recommendation intent Adhika Putra Wicaksono; Muhammad Izharuddin
Manajemen dan Bisnis Vol 25, No 2 (2026): July 2026
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/mabis.v25i2.1227

Abstract

Artificial intelligence (AI) has transformed travel planning by providing personalized recommendations, interactive assistance, and more efficient decision-making processes. Despite the growing adoption of AI technologies in tourism, limited studies have examined how younger travelers embrace these technologies and subsequently recommend them to others. This study investigates the factors influencing Generation Z’s intention to use AI for travel planning and their willingness to recommend AI-based travel planning tools. Extending the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), this study collected data from 216 Indonesian Generation Z respondents who had prior experience using AI for travel planning and analyzed the data using Partial Least Squares Structural Equation Modeling and Multi-Group Analysis. The findings indicate that facilitating conditions, hedonic motivation, and habit are the primary drivers of Generation Z’s intention to use AI for travel planning, which subsequently encourages their willingness to recommend AI technologies to others. Conversely, performance expectancy, effort expectancy, and social influence do not appear to play a substantial role in shaping adoption intentions. The findings suggest that tourism practitioners and AI developers should prioritize enjoyable, engaging, and seamlessly integrated digital experiences to encourage broader adoption and recommendation of AI-assisted travel planning technologies among younger travelers.
Co-Authors Adhika Putra Wicaksono Adhika Putra Wicaksono Bobby Ardiansyahmiraja