<b>Examining the Influence of Content Marketing on The Purchase Intentions of Domestic Tourism Among Graduate Business Students at The University of Zambia</b>

Abstract

This study examined the influence of content marketing on the purchase intentions of domestic tourism among Graduate Business students at the University of Zambia, focusing on content quality, engagement, and personalisation. Guided by the Theory of Planned Behaviour (TPB) and the Elaboration Likelihood Model (ELM), the study adopted a quantitative descriptive survey design. A sample of 334 students was selected from a population of 2,000 using simple random sampling. Data were collected through a structured, closed-ended questionnaire and analysed using SPSS, employing descriptive statistics, regression analysis, and ANOVA to test relationships and determine statistical significance. The results indicated that all three variables had a positive and statistically significant effect on purchase intention (p < 0.001), with content quality emerging as the strongest predictor, followed by content engagement, while personalisation had a weaker but still significant effect. These findings suggest that high-quality and engaging content exert a substantial practical impact on students’ travel decision-making by strengthening attitudes, trust, and perceived relevance. The study contributes theoretically by integrating TPB and ELM to explain how digital content influences behavioural intention in a developing country context, demonstrating that attitude serves as a key mediating mechanism between content marketing and purchase intention. Practically, the findings highlight the need for tourism marketers and policymakers to prioritise high-quality, interactive, and ethically managed personalised content to maximise effectiveness. However, the impact of personalisation was moderated by challenges such as data privacy concerns, technological limitations, and content saturation. The study recommends the adoption of integrated content strategies that combine informational quality, social engagement, and responsible personalisation. Limitations include reliance on self-reported data and a single institutional sample, which may limit generalisability. Overall, the study concludes that content marketing plays a critical role in shaping domestic tourism demand among university students in Zambia and provides both theoretical and practical insights for enhancing digital tourism strategies.