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Abstract With the rapidly dramatic environmental change and intensive competition, tourism organisations are required to adopt advanced marketing strategies and techniques. Recently, digital content marketing (DCM) has become one of the most prominent marketing tools that has substantial benefits and influences in different settings and domains. To this end, it is crucial to understand the effect of DCM on consumer behavior within the tourism context. Therefore, this research empirically examines an extended t echnology acceptance model (TAM) model to investigate and compare the influence of DCM on travel and tourism consumer behavior in two distinct countries in the Middle East and North Africa (MENA) region. A quantitative approach was adopted by collecting surveys from a convenience sample of 285 and 122 participants in Egypt and Oman, respectively. The findings of PLS‐structural equation modelling revealed that the TAM major constructs were good elucidating the attitude and behavior toward using of DCM for tourism purposes. It is also found that perceived enjoyment and perceived convenience are antecedents of customers' attitudes, which in turn, influence their intention and behavior of using DCM to buy or select a certain tourism product/service. The current study contributes to knowledge of DCM literature in the tourism field in general and within the MENA region in particular. It also adds to studies on TAM and digital technologies by extending two critical constructs related to tourism consumer behavior. The practical implications will greatly support tourism marketers and authorities to develop their tourism strategies and marketing activities. Future research can be expanded to study different target groups comprehending region differences.
Mathew et al. (Sun,) studied this question.