This conceptual paper investigates the impact of digital content marketing on social media in shaping users’ intention to visit domestic tourism destinations in Jordan. Grounded in the Theory of Planned Behavior (TPB), the study explores how strategic content dissemination through social platforms influences the psychological and behavioral processes leading to travel intentions. The research highlights the significance of value-driven, relevant, and engaging digital content in enhancing destination appeal among local audiences. With social media increasingly becoming a dominant channel for tourism communication, this study synthesizes key literature on content marketing effectiveness, intention formation, and consumer behavior in the digital space. It also identifies critical research gaps in understanding how digital marketing strategies influence domestic tourists' decision-making, especially in emerging economies like Jordan. The framework presented offers both theoretical and practical implications, emphasizing the role of planned and persuasive content in fostering tourism growth. The paper concludes with recommendations for tourism stakeholders and marketers on optimizing social media strategies to drive intention and support sustainable tourism development.
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