The Effect of Digital Branding Training on Improving the Competence of Tourism Village Managers and Tourists' Visit Intention
DOI:
https://doi.org/10.66931/el-tamkin101459Keywords:
Digital Branding Training, Tourism Village Managers, ManagerialAbstract
Digital branding has become a strategic approach to improving the competitiveness of tourism villages and attracting potential tourists. This study aims to review and synthesize previous literature regarding the effect of digital branding training on improving the competence of tourism village managers and tourists’ visit intention. This research employed a qualitative literature review approach by analyzing scholarly publications from reputable academic databases using qualitative content analysis and thematic synthesis. The findings indicate that digital branding training enhances managers’ competencies in digital communication, content creation, destination branding, and online promotion, thereby strengthening destination image and marketing effectiveness. Improved managerial competence subsequently increases tourists’ trust and visit intention toward tourism villages. Furthermore, managerial competence acts as a key mechanism linking digital branding training with tourists’ behavioral intention. This study contributes theoretically by integrating Human Capital Theory, Social Cognitive Theory, Destination Branding Theory, Technology Acceptance Theory, and the Theory of Planned Behavior into a comprehensive conceptual framework. Practically, the findings support the implementation of continuous digital branding training to strengthen sustainable tourism village development.
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