Purchasing Intention of Tour Package Brands in Access to Digital Technology and User Generated Content on Bali Travel Tour

Digital technology is currently a vital medium to influence consumers with diverse behaviours and a high level of sensitivity when purchasing goods and services. The purpose of this study is to analyse the impact of exposure to digital technology and user-generated content on the brand purchase intention of travel packages in the Bali tourism sector. As digital technology changes the way we communicate or convey information to attract consumers, one of the methods used to attract consumers is user-generated content (UGC) to create a more intimate engagement between products, services, and consumers. A total of 200 tourists who bought tour packages were used as respondents using accidental sampling. The results of the study explain that digital technology and user integration center have a significant influence on brand purchase intention, and brand exposure and brand familiarity have a considerable positive influence on brand purchase intention. A different influence is found: brand knowledge and attitude have a negative impact on brand purchase intention. The results of this study can enrich knowledge about the currently developing topic of e-marketing aimed at academics. From a practical perspective, this research can provide marketers with insight into the effectiveness of content as an advertising platform in the travel and tourism industry.