An investigating the influence of social media marketing activities on revisit intention among Indonesian international tourists

Abstract

This study explores the impact of interaction, trendiness, and e-WOM as key components of social media activities influencing tourist satisfaction and revisit intention in the context of tourism marketing. Recognizing the crucial role of Destination Marketing Organizations (DMOs) in shaping tourist behavior, this research utilizes a quantitative approach with Partial Least Squares Structural Equation Modeling (PLSSEM) to assess both the outer and inner models. The study focuses on foreign tourists who have visited tourist destinations in Indonesia, with 271 respondents selected using the Slovin formula. The findings reveal that both interaction and trendiness significantly enhance tourist satisfaction, while e-WOM shows no significant impact on satisfaction. Additionally, tourist satisfaction exerts a strong influence on revisit intention. The mediating role of tourist satisfaction is confirmed between interaction, trendiness, and revisit intention, while e-WOM is found to be a non-significant mediator. In this vein, this study emphasizes the importance of interaction and trendiness as more influential elements of social media marketing, adding depth to destination branding strategies and DMO practices.