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All Journal ETIKONOMI
Sri Hestiningsih Widiyanti
Regional Research and Innovation Agency (BRIDA) of Central Java
Economics, Econometrics & Finance

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How Digital Marketing Shapes Uniqueness and Tourist Behavioral Intention Khresna Bayu Sangka; Tulus Haryono; Dewi Ismoyowati; Catur Sugiarto; Astri Suryanti; Sri Hestiningsih Widiyanti
ETIKONOMI Vol. 25 No. 2 (2026)
Publisher : Faculty of Economic and Business, Universitas Islam Negeri Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/etk.v25i2.49971

Abstract

Research Originality: This study introduces a novel perspective by integrating the concept of need for uniqueness into the digital tourism context, highlighting how digital interactions such as electronic word of mouth (eWOM) and digital marketing shape unique travel experiences and influence post-visit behavior. Research Objectives: This research examines the effect of travelers’ need for uniqueness on behavioral intention and tests the mediating roles of eWOM, digital marketing, and place attachment. Research Method: A quantitative survey of 221 travelers was analyzed using Structural Equation Modeling (SEM) to test relationships among variables and mediating effects. Empirical Results: The findings reveal that need for uniqueness significantly affects behavioral intention, with digital interactions, play, eWOM, and place attachment serving as key mediating variables that translate the desire for unique experiences into intentions to visit or revisit destinations. Implications: The results provide important insights into digitally driven tourist behavior and emphasize the need for destination managers to develop personalized, experience-oriented digital marketing strategies that enhance visitor engagement and strengthen emotional attachment to destinations. JEL Classification: M31, Z32, D91, M37
Co-Authors Astri Suryanti Catur Sugiarto Dewi Ismoyowati Khresna Bayu Sangka Tulus Haryono