<![CDATA[This study aims to analyze the influence of social and cultural factors on tourists’ visiting decisions to Kampung Majapahit Tourism Village in Trowulan District, Mojokerto Regency, with travel motivation as a mediating variable. The research object consisted of 156 tourist respondents selected proportionally. A quantitative, descriptive-explanatory approach was applied, using Likert-scale questionnaires, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS software. The findings reveal that both social and cultural factors have direct and significant effects on visiting decisions and exert indirect effects through travel motivation, which serves as a significant mediator. Travel motivation plays a crucial role in linking external social and cultural influences to tourists’ behavioral decisions. The study concludes that strengthening social interactions, preserving cultural values, and developing motivation-based tourism strategies are essential to enhancing sustainable cultural tourism visits.]]>
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