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All Journal Jurnal Riset Bisnis dan Manajemen
Dimas Nugraha
Bina Nusantara University, Indonesia
Economics, Econometrics & Finance

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UNVEILING THE HIDDEN GEM: THE ROLE OF SUSTAINABLE DESTINATION IMAGE AND LOCAL CO-CREATION IN FOSTERING POSITIVE WORD-OF-MOUTH AT LAKE TOBA GEOPARK Dimas Nugraha; Novia Yuliarni; Bayu Setia
Jurnal Riset Bisnis dan Manajemen Vol. 19 No. 2 (2026): August Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v19i2.55117

Abstract

This study aims to analyze the influence of Sustainable Destination Image and Experience Co-Creation on Positive Word-of-Mouth, with Memorable Tourism Experience as a mediating variable among tourists visiting Sibandang Island, part of the Toba Caldera UNESCO Global Geopark. The research employs a quantitative approach with a cross-sectional survey design. Data were collected from 220 tourists who have visited Sibandang Island using a purposive sampling technique and were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that Sustainable Destination Image and Experience Co-Creation have a positive and significant effect on both Memorable Tourism Experience and Positive Word-of-Mouth. Furthermore, Memorable Tourism Experience positively influences Positive Word-of-Mouth and partially mediates the relationships among the variables. These findings highlight the importance of a destination’s sustainability image and participatory experiences in creating memorable tourism experiences and encouraging positive tourist recommendations.
Co-Authors Bayu Setia Novia Yuliarni