EFFECTIVENESS OF INFLUENCER MARKETING AND DESTINATION IMAGE ON REVISIT INTENTION THROUGH ELECTRONIC WORD-OF-MOUTH
DOI:
https://doi.org/10.36563/020x1m58Keywords:
influencer marketing, destination image, electronic word-of-mouth, revisit intentionAbstract
This study analyzes the influence of Influencer Marketing and Destination Image on tourists' Revisit Intention through Electronic Word-of-Mouth as a mediating variable at the Sagara View Kebumen tourist destination. Primary data were collected through a questionnaire survey of 220 tourists selected using a non-probability sampling technique. Data were analyzed using PLS-SEM with the assistance of SmartPLS to evaluate the measurement model and structural model. The results indicate that Influencer Marketing and Destination Image have a positive and significant effect on e-WOM, and together with e-WOM also have a positive and significant effect on Revisit Intention. The mediation path analysis confirms that e-WOM significantly and partially-complementarily mediates the influence of both Influencer Marketing and Destination Image on Revisit Intention. These findings provide empirical reinforcement for Source Credibility Theory, Stimulus-Organism-Response Theory, the Elaboration Likelihood Model, the Theory of Planned Behavior, the Information Adoption Model, the Two-Step Flow of Communication Theory, and Social Learning Theory within the context of digital tourism. Destination managers are advised to select interactive content creators and maintain the quality of physical facilities in order to encourage positive digital conversation capable of sustainably stimulating Revisit Intention.
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