Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal International Journal of Management Science and Information Technology (IJMSIT)
I Komang Angga Tria Saputra
Institut Pariwisata dan Bisnis Internasional
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Digital Nudging and Visit Intention Among Generation Z: Evidence from Scarcity and Urgency Cues in Kaba-Kaba Tourism Village, Bali Ni Made Ayu Natih Widhiarini; Ida Ayu Etsa Pracintya; I Komang Angga Tria Saputra
International Journal of Management Science and Information Technology Vol. 6 No. 2 (2026): July - December 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i2.7721

Abstract

Digital platforms increasingly shape destination discovery, but the effectiveness of behavioral cues may differ between commercial tourism products and community-based cultural destinations. This study examines the effects of Scarcity Nudge, Urgency Nudge, and Fear of Missing Out (FOMO) on Generation Z's Visit Intention toward Kaba-Kaba Tourism Village, Bali. Using a between-subject quasi-experimental design, 120 active social media users aged 18-29 who had never visited the village were exposed to neutral, scarcity-based, or urgency-based digital promotional content. The visual format and destination information were standardized, while the textual cue was varied across conditions. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Urgency Nudge had a positive and significant effect on Visit Intention (beta = 0.570, p < 0.001), whereas Scarcity Nudge (beta = 0.105, p = 0.315) and FOMO (beta = 0.121, p = 0.079) were not significant. FOMO also did not moderate either nudge-intention relationship. The findings show that Generation Z responded more strongly to credible time-bound opportunities than to limited-availability or social-pressure cues in this cultural tourism context. The study extends digital nudging research by demonstrating its destination-specific effectiveness and recommends that tourism village managers promote genuine limited-time cultural events, seasonal activities, and community-led experiences while avoiding artificial scarcity claims.
Co-Authors Ida Ayu Etsa Pracintya Ni Made Ayu Natih Widhiarini