Pengaruh Digital Experience Marketing dan Social Media Interactivity terhadap Loyalitas Wisatawan melalui Smart Tourism Experience pada Desa Wisata Banyu Biru Park
DOI:
https://doi.org/10.52423/businessuho.v11i2.139Keywords:
Digital Experience Marketing; Loyalitas Wisatawan; Path Analysis; Smart Tourism Experience; Social Media InteractivityAbstract
This study examines the influence of Digital Experience Marketing and Social Media Interactivity on Tourist Loyalty, both directly and through Smart Tourism Experience as a mediating variable, among tourists of Banyu Biru Park Tourism Village, a village-managed destination undergoing digital transformation in Pasuruan Regency, East Java. A quantitative associative approach was employed using a survey method on 113 respondents selected through purposive sampling, and the data were analyzed using path analysis and the Sobel test. The results show that Digital Experience Marketing has no significant direct effect on Tourist Loyalty, but has a significant effect through the full mediation of Smart Tourism Experience. Social Media Interactivity has a positive and significant effect on Tourist Loyalty, both directly and through the partial mediation of Smart Tourism Experience. Smart Tourism Experience is proven to be the most dominant variable in shaping tourist loyalty, with a Standardized Beta of 0.564. These findings emphasize that digital promotion functions as an entry point for tourists, while loyalty is genuinely formed only when the promised digital experience is matched by a real, well-managed tourism experience on site.
Keywords: digital experience marketing; path analysis; smart tourism experience; social media interactivity; tourist loyalty
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