Pages: 21-28

Abstract

Today, tourists have changed their behaviors according to world's technology and economic environment significantly. They obtain enormous amounts of information by means of Internet and virtual world. Therefore, content marketing is one of the latest marketing strategies which follows attract and retaining customers and tourists by producing and distributing valuable, related and authenticated contents. The goal of this research is the study of impact content marketing (ICM) to brand attitude (Batt) and e- verbal communication (eVOM) in sport tourism industry. This research is performed by 300 individuals who were sport tourists and collected data were analyzed by modeling structural equations, the results are analyzed by path analysis results. The results presented that content marketing has considerable impact on brand attitude and e- verbal communication. Moreover, brand attitude has considerable impact to e-verbal communication. Its expected that the project results are used as basic data in developing content marketing strategies especially in studying relative importance each of the content marketing components in sport tourism industry.