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Zulkieflimansyah Zulkieflimansyah
Univeritas Teknologi Sumbawa
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Journal : PREVENIRE: Journal of Multidisciplinary Science

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Innovation in Destination Marketing: Leveraging Visitor Satisfaction and Electronic Word-of-Mouth (E-WOM) for Competitive Advantage, Moderated by External Factors Zulkieflimansyah; Muammar Khadafie
Journal of Multidisciplinary Science Vol. 4 No. 2 (2025): April
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Studi Islam Sunan Doe

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58330/prevenire.v4i3.484

Abstract

This study explores the role of innovation management in enhancing the marketing effectiveness of tourist destinations by analyzing the interplay between visitor satisfaction, Electronic Word-of-Mouth (E-WOM), and external moderators. Focusing on a rural village in Yogyakarta, the research evaluates how innovative digital marketing strategies such as social media marketing, SEO, and content marketing—can drive destination popularity through systematic innovation adoption. Employing a quantitative survey method, purposive sampling was used to select 200 respondents aged 20+ who visit the destination at least twice annually. Data were analyzed using PLS-SEM. The findings reveal that nine of eleven hypotheses significantly contribute to positive outcomes: content marketing innovation strongly influences E-WOM and visitor satisfaction, while SEO innovation impacts E-WOM, satisfaction, and social media marketing. However, the moderating effects of external factors on E-WOM and destination popularity were negligible. These results highlight the strategic importance of innovation in tourism service design, emphasizing the need to align services with evolving tourist expectations. The study also proposes future research to investigate how service landscape innovation can further enhance visitor satisfaction, offering actionable insights for managing innovation in destination marketing.
Co-Authors Afriliani, Neni Agus Santoso Agus Wahyudi Ahmad Yamin Ahmad Yamin Arief Budi Witarto Atisina, Taufik Bustanuddin Bustanuddin Dedy Heriwibowo Diah Anggeraini Hasri Farit M. Afendi Fietroh, Muhammad Nur Firman Firman Hartini Herlina Herlina Hidayat, Muhamad Hudzaifah, Muhammad Ilman, Abdul Hadi Jayadi, Muhammad Lesnawati Lukmanul Hakim M. Budi Setiawan Maradita, Fendy Muammar Khadafie, Akhairuddin, Muammar Khadafie, Akhairuddin Muhammad Rizqi, Reza Nova Adhitya Ananda NOVAL, ARDIAN Nudiawati Nudiawati Nurasia, Nurasia Nurjihadi, Muhammad PATRIANI, ERNY Ramlafatma, Ramlafatma RR. Ella Evrita Hestiandari Rudi Rudi SRI RAHAYU Sri Widiastuti, Sri Suhayyatman SUMARTO, GATOT Suparman Suparman Supriadi Umar Umar Yamin, Yamin yuliana, annisa Zulkipli Zulkipli