International Research Journal of Education and Technology

The internet through digital marketing has changed the way goods and services are informed, packaged, promoted and sold to the public. Consumers, in this case tourists, perceive digital content spread over the internet as a reliable source of information. They search for information via internet to make a decision to visit a tourist attraction. Digital Marketing provides great potential in influencing a person's interest and decision making for traveling. The purpose of this study is to describe and find out how the influence of Digital Marketing Tools which includes social media, search engine optimization (SEO), pay-per-click (PPC) as well as content and video marketing (CVM) on tourists’ interest in visiting Darjeling Hill, . From the results of the study, it is known that the variable Digital Marketing Tools has partial and simultaneous effect on Tourist Interest in Visiting Darjeling Hill, . The Digital Marketing Tools variable contributed 75.2% to the tourist visiting interest variable in Darjeling Hill, .

Keywords: Digital marketing, Tourism, Tourist visiting interest