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All Journal IMAGE STRATEGIC Journal of Business Management Education (JBME) International Journal of Applied Business Research Dinasti International Journal of Education Management and Social Science Jurnal Akuntansi dan Manajemen Jurnal Ilmiah Manajemen Kesatuan Jurnal Abmas Online Learning in Educational Research Media Penelitian dan Pengembangan Kesehatan
Bambang Widjajanta, Bambang
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Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Medicine & Pharmacology Social Sciences

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Journal : Jurnal Ilmiah Manajemen Kesatuan

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Enhancing Tourist Visits to Villages through Branding, Experience, and Digital Promotion: The Role of Value Creation Setiawan, Iwan; Hurriyati, Ratih; Hendrayati, Heny; Widjajanta, Bambang
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.3604

Abstract

Indonesia’s tourism sector holds significant potential to drive economic growth, yet tourist visits remain concentrated in urban destinations, leaving rural areas like the Eastern Priangan region of West Java underexplored. This study aims to examine how destination branding, tourism experience, and digital promotion media influence tourists’ decisions to visit five emerging tourist villages in Eastern Priangan, with tourism value creation as a mediating factor. A quantitative approach was employed, surveying 200 domestic tourists who visited Bayongbong, Taraju, Gunung Sari, Batulawang, or Selasari, supplemented by interviews with ten village tourism managers. The findings reveal that digital promotion media has the strongest influence on visiting decisions, followed by destination branding and tourism experience, with tourism value creation partially mediating these relationships. Villages with active digital campaigns, such as Taraju and Batulawang, showed higher visitor interest. The study concludes that integrated strategies combining consistent branding, authentic experiences, and robust digital promotion are essential for enhancing the competitiveness of rural tourist villages. These findings offer practical insights for village managers and policymakers to strengthen tourism development through improved infrastructure and targeted marketing, fostering sustainable growth in Indonesia’s rural tourism sector.
Co-Authors Agus Rahayu Aisyah, Anni Aji, Sunan Purwa Alfy, Riadh Andriana, Denny Asep Kurniawan Asunka, Gallant Asunka, Gallant Azwar Haekal, Azwar Azzahra, Fahira Buana, Dwinto Martri Aji Budi Prasetiyo, Budi Eeng Ahman, Eeng Fadllillah, Nida Fajri, Fadilla Nur Ginna Indah Wulan Avrianti, Ginna Indah Wulan Girang Razati, Girang Hari Mulyadi, Hari Hartati, Ajeng Sri Heny Hendrayati Iwan Setiawan Juliania, Gadis Almira L. Lisnawati Lili Adi Wibowo Lisnawati Lisnawati Maghfur, M. Mahri, Nadya Maulana, Fajar Gumelar Mulyana, Helmi Mutia, Fitrahtul Nurfitriani Nurfitriani, Nurfitriani Nurfitrianti, Marisa Pratama, Rommy Pratami, Tyas Oki Puspo Dewi Dirgantari Ramadhani, Ulfha Ramadhian, M. Arief Rahman Ratih Hurriyati Ridwan Purnama, Ridwan Ruhiyantina, Nurrisbayanti Salsabila, Audra Sulastri Sulastri SUMIYATI SUMIYATI Utama, Dian H Vanessa Gaffar Wijaya, Ni Putu Nurwita Pratami Zaki, Hafizah Omar