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Destination Image as a Mediator between Digital Marketing, Leadership, Marketing Mix, and Tourist Satisfaction Syafriani, Oza; Relifra, Relifra; Maulana, Fajar; Wahyuni, Cica; Zulbaidah, Zulbaidah
Amkop Management Accounting Review (AMAR) Vol. 5 No. 2 (2025): July - December
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.3300

Abstract

This study investigates the role of destination image as a mediator in the relationships among digital marketing, leadership, the marketing mix, and tourist satisfaction. A total of 420 respondents participated in the survey, which was distributed both online and offline to tourists who visited various destinations in West Sumatra, Indonesia. The sampling technique employed was purposive sampling to ensure that respondents were relevant to the research context. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that digital marketing, leadership, and marketing mix exert significant positive effects on destination image. Furthermore, destination image significantly influences tourist satisfaction, confirming its pivotal role in shaping tourists’ overall experiences. Mediation analysis indicates that destination image partially mediates the relationships between digital marketing, leadership, marketing mix, and tourist satisfaction. Interestingly, the direct effect of leadership on tourist satisfaction was not statistically significant, suggesting that leadership influences satisfaction primarily through enhancing destination image. This study contributes to the tourism marketing literature by providing empirical evidence of the mediating role of destination image in the digital era. The results highlight the importance of integrated marketing strategies and leadership in strengthening destination image to enhance tourist satisfaction. Practical implications suggest that tourism stakeholders should optimize digital marketing tools, adopt effective leadership practices, and improve the marketing mix to build a strong destination image that fosters sustainable tourist satisfaction.
Co-Authors A. M. Muslihin Abadi, Mitra Ade Sutedi, Ade Aditya, Surya Rama Afosma, Pinto Pratama Agus Oman Sudrajat Ahmad Afif Aisyah, Heti Aldo Eko Syaputra Alfian, Dimas Risma Aly, Moustafa H Amanah, Farah Sofiatul Nur Angga Bayu Budiyanto Anne, Chloe Anugrah, Pinto Apriana Vinasyiam Ardi, Ahmad Riau Ardiansyah, Fikry Saputro Arisman, Anton Ashim Madani, Muhammad Asih, Tri Sri Noor Asyahri Hadi Nasyuha Aulya, Sofa Tsuroya Aulya Ayun, Aisyah Qurrata Bayu Setiawan Bazzury, Tiara Ardilla Budy Satria Cosmas Samuel Daeli Dasril Aldo Denni M Rajagukguk Devano, Sony Devi Indriyani Dinamella Wahjuningrum Dinar Tri Soelistyowati Dwi Sudarno Putra Edidas , Edidas Efendi, Muhammad Raihan Erawati, Rika Fabanyo, Syahrul H Fabanyo, Syahrul H. Fadhilah, Windi Nur Fakhrurradhi Luthfi Febriyanto, Muhammad Agung Firginia, Rissky Firmansyah, Lukman Fitnes, Fitnes Fitrih, Adhana Nur Gopur, Muhammad Halawa, Luk Juni S Hamsar, Ali Hanan, Muhamad Ilham Handayani, Tri Novi Harahap, Devianti Yunita Hardiansyah, La Ode Harton Arfah Hasan, Nabila Nisa Hasanah, Nisaul Hayati , Nova Hayati, Nova Hendra, Yomei Herian, Akmal Muh Hermansyah, M.fikri Ichsan Achmad Fauzi Ika Yusnita Sari Ilham, Vicky Dixondra Irwandi Irwandi Irzal Effendi Istifarini, Mita Iswandi, Wiky Asri Iyah Faniyah, Iyah Jaelani, Akmal Abdul Kodir Julia Eka Astarini Julie Ekasari Kamil, Zatnika Insan Khair, Oki Iqbal Khairunisa, Khairunisa Khairunnisa Khairunnisa Kristi, I Sildani Lukman Hardia Lumbanbatu, Maristella J. Malik, Luthfi Abdul Manalu, Mamed Rofendi Manikam, Menur Manurung, Kiki Hariani Masdi, Mohammad Rajib Balhaj Mei Lestari, Mei Mendrofa, Anita Mia Setiawati Mufid, Muhammad Fauzan Muh. Rusdi Muhammad Qomaruddin MUHAMMAD THORIQ Mulyani, Lina Mustopa Mustopa Nasution, Dwiana Arianty Nazar, Danella Austraningsih Puspa Nelisa, Nelisa Ni'ma, Eka Savira Novembli, Meta Silfia Nur Ihsan, Irsyad Ahmad Nurlela Nurlela Nursyafti, Yolana O Liza, Ledya Odang Carman Panjaitan, Muhammad Iqbal Permana, Andre Pratama, Guntur Eka Purba, Niki Dwi Nastiti Purnomo, Gigih Attayauban Putra, Angga Tri Adi Putra, Meiyaldi Eka Rahmad Mulia, Jefri Rahman, Zumardi Rahmi, Elvika Rajagukguk, Denni M. Ramadhan, Fahri Ramelda, Meliyani Relifra, Relifra Rizky Aulia Rizky, Ramanda Rosarina, Risa Sadiah, Rapiah Safitri, Salsha Safrizal Safrizal SAKINAH, PUTRI Salosa, Angga Fatrias Myloudri Sean Marta Efastri, Sean Marta Sholihin, Hidayatush Siddik Karo-Karo Sihombing, Marjones H.H. Sihombing, Marjones Hardy H Sihombing, Monang JT Sihombing, Valencia Helena Andata Sikki, Nurhaeni Sirait, Shelvia Sharon Siregar, Achmad Zulfikar Siregar, Khoirotun Nisa Sitanggang , Alfina Tiurmida Solihin, Khoirul Suarman, M Dani Suroyo Suroyo Suwartika, Wawat Syafriani, Oza Teguh Irawan Thoriq, Muhammad Tunazzila, Nurhikmah UA, A. Nur Achsanuddin Ustafiano, Binta Ustafiano, Bintha Verawati, Ketut Wahyuni, Cica Wakhinuddin Wakhinuddin, Wakhinuddin Wendra, Yumai Wibowo, Kesit Tisna Wida Fadhlia WIDANARNI WIDANARNI Wiguna, Ardiansyah Pratama Wildan Nurussalam YANTO Yofhanda Septi Eirlangga Yogi Yunefri, Yogi Yunus, Heri Setiawan Zahrahaq, Efica Zahran, Fernuzuar Faiz Zairin Jr., Muhammad Zubaidah Zulbaidah Zulbaidah, Zulbaidah