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All Journal Jurnal Manajemen Perhotelan dan Pariwisata
Ni Made Ayu Ratna Asih
Universitas Pendidikan Nasional
Economics, Econometrics & Finance Education Social Sciences

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PENGARUH DIGITAL MARKETING DAN AUTENTISITAS DESTINASI TERHADAP MINAT BERKUNJUNG KE DESA WISATA DI KABUPATEN TABANAN MELALUI BRAND AWERENESS Ni Made Ayu Ratna Asih; Ni Nyoman Sri Wisudawati
Jurnal Manajemen Perhotelan dan Pariwisata Vol. 8 No. 3 (2025)
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/jmpp.v8i3.107357

Abstract

This study aims to examine the influence of digital marketing and destination authenticity on tourists’ visiting interest in tourist villages in Tabanan Regency, with brand awareness serving as a mediating variable. A quantitative approach with an associative–causal research design was employed, involving 100 respondents selected through purposive sampling. Data were analyzed using the Partial Least Square (PLS) method. The results indicate that both digital marketing and destination authenticity positively and significantly affect brand awareness and visiting interest. Furthermore, brand awareness mediates the relationship between digital marketing and destination authenticity toward visiting interest. These findings highlight the importance of strengthening digital promotional strategies and managing the authentic values of tourist villages to enhance brand awareness and attract potential visitors. This study provides practical implications for village tourism managers and contributes to the growing body of knowledge in destination marketing, particularly within the context of digitally promoted tourist villages.
Co-Authors Ni Nyoman Sri Wisudawati