Destination Reputation Mediates The Effects Of Digital Marketing And E-Wom

Abstract

This study aims to analyse the influence of social media-based digital marketing and electronic word-of-mouth (e-WOM) on tourists’ interest in visiting, with destination reputation as a mediating variable, at Kampung Batik Kauman in Surakarta. The study employed a quantitative approach using a survey method targeting tourists who were aware of or had previously visited Kampung Batik Kauman Surakarta. Data were collected via a questionnaire and analysed using Structural Equation Modelling-Partial Least Squares (SEM-PLS). The results indicate that social media-based digital marketing and e-WOM enhance destination reputation and tourists’ intention to visit. Destination reputation was also found to increase visitation interest whilst mediating the influence of digital marketing and e-WOM on visitation interest. These findings confirm that strengthening destination reputation is a key mechanism in optimising the effectiveness of digital marketing strategies to increase tourists’ interest in visiting heritage tourism destinations.