<![CDATA[This study aims to examine the influence of digital marketing and destination authenticity on tourists’ visiting interest in tourist villages in Tabanan Regency, with brand awareness serving as a mediating variable. A quantitative approach with an associative–causal research design was employed, involving 100 respondents selected through purposive sampling. Data were analyzed using the Partial Least Square (PLS) method. The results indicate that both digital marketing and destination authenticity positively and significantly affect brand awareness and visiting interest. Furthermore, brand awareness mediates the relationship between digital marketing and destination authenticity toward visiting interest. These findings highlight the importance of strengthening digital promotional strategies and managing the authentic values of tourist villages to enhance brand awareness and attract potential visitors. This study provides practical implications for village tourism managers and contributes to the growing body of knowledge in destination marketing, particularly within the context of digitally promoted tourist villages.]]>
Copyrights © 2025
