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Azizurrohman, Muhammad
Sekolah Tinggi Pariwisata Mataram
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Journal : ASEAN Marketing Journal

 1 
From Virtual to Reality: The Influence of Digital Engagement and Memorable Experiences on Tourist Revisit Intentions Wang, Tz-Li; Azizurrohman, Muhammad
ASEAN Marketing Journal Vol. 16, No. 2
Publisher : UI Scholars Hub

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Abstract

Research Aims: This study investigates the role of Digital Engagement in mediating the relationship between Marketing Mix, Destination Image, and Revisit Intentions in the tourism industry. It also examines how Technology Adoption and Memorable Tourism Experiences moderate this relationship, providing a deeper understanding of the factors that enhance tourist loyalty in a digitally driven travel environment. Design/Methodology/Approach: A quantitative research design using Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to analyze survey data collected from international tourists who visited Taiwan. The study assessed the direct, indirect, and moderating effects of key tourism variables using reliability and validity tests, structural modeling, and mediation-moderation analysis. Research Findings: The results confirm that Marketing Mix and Destination Image positively influence Digital Engagement, which in turn has a significant impact on Revisit Intentions. Digital Engagement fully or partially mediates the effects of Marketing Mix and Destination Image, reinforcing the importance of online interactions, user-generated content, and social media engagement in shaping travel behavior. Additionally, Technology Adoption strengthens the effect of Digital Engagement on Revisit Intentions, while Memorable Tourism Experiences enhance this relationship, indicating that emotionally rich and technology-supported tourism experiences drive repeat visits. Theoretical Contribution/Originality: This study extends the Stimulus-Organism-Response (S-O-R) framework by demonstrating how Digital Engagement serves as a key psychological mechanism linking external tourism stimuli to behavioral outcomes. It also introduces Technology Adoption and Memorable Tourism Experiences as moderators, offering a more nuanced understanding of how digital interactions and personal travel experiences influence long-term destination loyalty. Practitioner/Policy Implication: The findings suggest that destination marketers and tourism policymakers should invest in interactive digital strategies, smart tourism technologies, and immersive visitor experiences to encourage repeat visits. Enhancing social media campaigns, AI-driven tourism services, and user-generated content initiatives can significantly improve Digital Engagement and long-term destination loyalty. Additionally, designing culturally enriching and emotionally memorable travel experiences can further strengthen tourists' attachment to a destination. Research Limitations/Implications: This study is limited by its cross-sectional design, which restricts the ability to track changes in tourist behavior over time. Future research should adopt a longitudinal approach to examine how Digital Engagement and Revisit Intentions evolve post-travel. Additionally, while this study focuses on Taiwan's international tourism sector, future research could explore its applicability in different cultural and regional contexts to enhance generalizability.
Co-Authors Abdul Haris Agusman Aini, Yulis Nurul Aliza Hari Tanthowy Aminy, Muhammad Muhajir Ander Sriwi, Ander Andi Tenry Sose Asrianto, Asrianto Baiq Elbadriati Bawazir, Fatmah Cholid Budi, Rosdinaman Calvin Faza Deasy Silvya Sari Denny Bernardus Dessy Adelin Dewi Mustikasari Immanuel Donny Juliandri Prihadi Dova Novita Eka Kadharpa Utama Dewayani Eka Kadharpa, Eka El-badriati, Baiq Eric Harianto Erri Supriyadi Faiza Husnayeni Nahar Faiza Husnayeni Nahar Faiza Husnayeni Nahar Fatmasari Fatmasari Faza, Calvin Gapari, Muhamad Zaril Gatot Suhirman Gatot Suhirman Ginting, Yanti Mayasari Gladys Greselda Gosal Gunawan Bata Ilyas Habibi, Putrawan Hariono Hariono Hasanuddin Remmang, Hasanuddin Hatidja, St. Herminawati Abubakar, Herminawati Hernita, Hernita Hulfa, Ihyana Husna Karimah I Wayan Bratayasa Ida Nyoman Tri Darma Putra Ilmi, Sayyidah Hafidhatul Irwan, Andi Isrososiawan, Safroni Iwan Perwira Jamaliah Said Jamaluddin Jamaluddin Jamaluddin Jintan, Andam Rani Johari, Muhamad Jonnardi, Jonnardi Jumriani, Jumriani Junko Alessandro Effendy Kapriani Kapriani, Kapriani Khairul Hamim Ladung, Fajar Lalu R. Ibnu Lia Rosida Lin, Yih-Ming Marniatun Marniatun Mas'ud, Riduan Mashar Mashun, Mashun Masud, Riduan Mas’ud, Riduan Menny, Alviano Herbert Mohamad Najmudin Mufti Alam Adha Muhamad Ali Muhamad Yusup Muhammad Iskandar Muhammad Johari Muhammad Syamsurrijal Mujahida, Sitti Ni Luh Sueni Ni Luh Sueni Widyanti Ni Putu Hendri Widiartini Novi Primita Sari Putra, Ida Nyoman Tri Darma Putrawan Habibi Riduan Masud Riduan Mas’ud Riqfi, Husni Muhammad Risky Angga Pramuja Rizal Pratama, Rizal Rizal Rizal Pratama Rizky Angga Pramuja Romi Bhakti Hartarto Sabar Sabar Septriani Septriani Sitti Mujahida Baharuddin Sri Ayu Lestari Sri Budi Cantika Yuli St. Hatidja suardi suardi Sudiyanti Sudiyanti Supiandi Supiandi Supiandi Supiandi, Supiandi Suroto, Alip Sutanto, Verrell Syafari, Muhammad Syahribulan Syahribulan, Syahribulan Syahruddin Syahruddin Tawakkal Baharuddin Teofilus Teofilus, Teofilus Thaha, Salmiyah Thomas Stefanus Kaihatu Tiong, Piter Toreh, Fabio Ricardo Ulfi, Izzani Umi Farida Uwi Martayadi Uwi Murtayadi Wahyu Khalik Wang, Tz-Li Wibisono, Leonard Junio Wiwik Handayani Yadi Arodhiskara, Yadi Yasri Tarawiru Yoseva Maria Pujirahayu Sumaji Yulendra, Lalu Yulia Nur Hasanah Yusuf Setiawan Al-Qusyairi Zainal Arifin Zaitun, Cakra