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Mohamad Rifqy Roosdhani
Universitas Islam Nahdlatul Ulama Jepara
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Mathematics Medicine & Pharmacology Physics Public Health Social Sciences Other

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From Scrolling To Strolling: Synergizing Tourism Influencers and AI Adoption in Gen Z’s Decision To Visit Marine Destination Zulfa Indriyani; Mohamad Rifqy Roosdhani; Sisno Riyoko
JURNAL PELITA MANAJEMEN Vol. 5 No. 01 (2026): Mei 2026
Publisher : DPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/jpm.v5i01.7404

Abstract

The rapid integration of digital technology has transformed how Generation Z plans travel, creating a dichotomy between human-centric social validation and machine-driven utility. However, previous studies have largely examined tourism influencers and AI usage separately, despite Gen Z marine tourism decisions being increasingly shaped by the interaction of social influence, digital engagement, and AI-assisted planning. This integration is particularly important in marine tourism contexts, where experiential decision-making is highly influenced by both social validation and digital assistance technologies.This study investigates the transformation mechanism of digital stimuli into behavioral intentions by examining the synergistic roles of Tourism Influencers and Artificial Intelligence (AI) Usage in predicting Visit Decisions to marine tourism destinations in Jepara, Indonesia. Utilizing the Stimulus-Organism-Response (S-O-R) framework, this quantitative research employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data from 145 Gen Z respondents selected through purposive sampling. The results indicate that the proposed model demonstrates substantial predictive power. Empirical findings reveal that Tourism Influencers significantly drive the quality of Tourism Content and Digital Engagement. Crucially, this study identifies Digital Engagement as the most dominant mediator, outperforming Tourism Content in converting influencer exposure into visit decisions. Conversely, although AI Usage has a significant yet relatively weak direct effect on visit decisions, AI failed to serve as a significant mediator in the context of influencer marketing. These findings conclude that for Gen Z, AI currently functions as a complementary utility tool, whereas active digital engagement remains the primary psychological bridge for behavioral conversion. Destination managers are advised to shift strategies from passive content exposure to fostering interactive digital participation.
Co-Authors Achmad Junaidi Achmad Junaidi, Achmad Ahmad Aufar Ribhi Ali Ali , Ali Ali Ali Amalia, Ratna Rizky Aninda, Zahra Nur Anna Widiastuti Anna Widiastuti Aryasa, Fariq Maulana Azhari, Makhyatul Cahyani, Desi Ayu Nur Campaka, Miselia Damayanti, Elok Dani Hasan Saputra Destria Issela Rhosa Dhaula Patta Raya Dwi Erlin Effendi, Dwi Erlin Erika Ayu Amelia Fitri Ella Fauziah, Fitri Ella Fitriasari, Dessy Imam Syafii Ismanto, Ngari Isniati, Anik Jati Jati Jati Widagdo Jati, Jati Jayanti, Apriliya Dwi Jesica Anastasia Oktaviola Kafrilia Kasadah Khaliza, Mazia Nur Khusnah, Ravelina Safaul Komariyatin, Nurul Komaryatin, Nurul Laila, Zalsa Nur Loing, Chenly Mahardika, Rahayu Mahfudh, Ainul Manaf, Khamisah Abd Marzenda Nova Muhammad Alfain Faza Zakiyya Muhammad Fandi Syahrul Firmansyah Muhammad Khoiruddin Murharsito -, Murharsito Musyfiqoh, Aminatul Naili Rahma Yuliani Naili Rahma Yuliani Naily Mey Sofiyyun Nida Nurul Huda Nurul Huda Nurul Komaryatin Nurul Komaryatin Nurul Komaryatin PR, M Rivi Putra Pradisti, Larisa Purwo Adi Wibowo Putra PR, M Rivi Putra, Fredyandika Bintang Pratama Rizky, Fifi Dea Samsul Arifin Samsul Arifin Santosa, Hardiq Nastaiinu AB Septyani, Mirna Dyah Serlyana, Riska Dara Sherli Afifatul Ayiyah Sholahuddin, Muchammad Silvia, Monika Leni Sisno Riyoko Sisno Riyoko Trisa, Adelia Umi Latifah Woelandari Pantjolo Giningroem, Dewi Sri Zulfa Indriyani Zulkarnaen, Ahmad Ferdi