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Journal : E-Journal of Tourism

The Future of Rural Tourism in Bali, Indonesia: The Role of Social Media Platform I Made Suniastha Amerta; Ida Bagus Udayana Putra; Ni Wayan Sitiari; Ilham Sentosa; Farah Hida Sharin
E-Journal of Tourism Volume 12 Number 2 (September 2025)
Publisher : Centre of Excellence in Tourism Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24922/eot.v12i2.2178

Abstract

Digital transformation in Indonesia encourages the development of rural tourism as an instrument for local economic recovery. This study aims to test a Theory of Planned Behavior (TPB)-based model that integrates the role of Social Networking Sites (SNS) on the intention to participate in rural tourism and its impact on sustainability. The research method uses a quantitative survey with a convenience sampling approach. Data was collected through a Google Form which was distributed to 130 student respondents. Data analysis was carried out using SmartPLS to test structural models and relationships between variables. The results of the analysis showed that attitudes, subjective norms, and perceived behavioral control had a significant effect on the intention to participate in rural tourism. The use of social media has been shown to moderate the relationship between the SDG variables and the intention to participate. These findings confirm the validity of the proposed model. The implications of the research provide a theoretical contribution to the development of the SDG model in the context of digital tourism and practical for rural destination managers in designing social media-based marketing strategies. The limitations of research related to the use of convenience sampling require careful interpretation of the results regarding their external validity.
Co-Authors A.A. Media Martadiani, A.A. Media A.A.G Oka Wisnumurti Anak Agung Ayu Dewi Larantika, Anak Agung Ayu Dewi Anak Agung Istri Winda Novitasari ARTANA, I Wayan Santi Darmawan, Anak Agung Rai Darmawan, Kadek Dinda Rahayu Desak Putu Ayu Melbi Suari DEWI, Ni Luh Aria Sukma DUWIRI, Reynaldo Charles de Septin Faizan Ul-Haq , Faizan Ul-Haq Farah Hida Sharin Febrianto, Petrus Nugraha G. Oka Warmana Gusti Ayu Sugiati I Gede Pasek Mangku I Gede Riana I Gusti Ayu Intan Saputra Rini I Made Mardika I Made Sara I Made Suniasta Amerta I Made Suniastha Amerta I Made Suniastha Amertha I Made Wianto Putra I Putu Bayu Sanjaya I Putu Ellsa Sarassantika Ida Aju Brahma Ratih Ida Aju Brahma Sari Ida Ayu Surasmi Ida Ayu Surasmi Ida Bagus Cempena Ida Bagus Cempena Ida Bagus Gede Parama Putra Ida Bagus Gede Parama Putra Ida Bagus Nyoman Udayana Ilham Sentosa Indarwati januarianta, I Kadek Komang Adi Kurniawan Saputra Lestari, Ni Luh Metri Luh Made Mahendrawati Made Ayu Adhi Lestari Melissa Percilla Sutrisman Ni Kadek Sioaji Yamawati Ni Luh Putu Indiani Ni Made Taman Sari Ni Putu Ayu Tika Kurniawati Ni Putu Ratih Pradnyaswari Anasta Putri Ni Putu Ratih Pradnyaswari Anasta Putri Ni Wayan Sitiari Ningsih, Ni Luh Anik Puspa PURWANTINI, Made Deda Putra, Ida Bagus Gede Parama PUTRA, Putu Krisnanda Aryasa Putri, Ni Putu Ratih Pradnyaswari Anasta Putu Ayu Krisna Dewi Putu Ngurah Suyatna Yasa Rai Mutiara Sari Reiro, Leonito RINI, Febry Puspa Sahya Amertha, Genijayendra Sarmawa, I Wayan Gde Satio Wisobroto, Satio Senastri, Ni Made Jaya Setini , Made Setini, Made Sitiari, Ni Wayan Sugiati, Gusti Ayu Sugita, I Made Suhardi Suhardi Sulistiana, Putu Didik Sumayo, Romeo M. Surasmi, Ida Ayu Tantra, I Gusti Lanang Putu Trisnayanthi, Ni Nyoman WIBAWA, I Made Aryan Satriya Wibawa, I Made Manik Putra Wibowo, Agung Edy WIBOWO, Noviardi Angga Widari, Dewa Ayu Putu Niti Widiastari, Ketut Ayu WIDYAWATI, Dewa Ayu Wiratama, Nyoman Indra Wiwekananda, Ida Bagus Ximenes, Mateus