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How Digital Marketing Shapes Uniqueness and Tourist Behavioral Intention

ETIKONOMI · Vol. 25 No. 2 (2026)

DOI
10.15408/etk.v25i2.49971
ISSN
2461-0771, 1412-8969
Terbit
2026-09-28
Penerbit
Faculty of Economic and Business, Universitas Islam Negeri Syarif Hidayatullah Jakarta
Bahasa
eng
Lisensi
creativecommons.org/licenses/by-sa/4.0

Abstrak

Research Originality: This study introduces a novel perspective by integrating the concept of need for uniqueness into the digital tourism context, highlighting how digital interactions such as electronic word of mouth (eWOM) and digital marketing shape unique travel experiences and influence post-visit behavior. Research Objectives: This research examines the effect of travelers’ need for uniqueness on behavioral intention and tests the mediating roles of eWOM, digital marketing, and place attachment. Research Method: A quantitative survey of 221 travelers was analyzed using Structural Equation Modeling (SEM) to test relationships among variables and mediating effects. Empirical Results: The findings reveal that need for uniqueness significantly affects behavioral intention, with digital interactions, play, eWOM, and place attachment serving as key mediating variables that translate the desire for unique experiences into intentions to visit or revisit destinations. Implications: The results provide important insights into digitally driven tourist behavior and emphasize the need for destination managers to develop personalized, experience-oriented digital marketing strategies that enhance visitor engagement and strengthen emotional attachment to destinations. JEL Classification: M31, Z32, D91, M37

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21 penulis · 45 tautan kepenulisan bersama · 10 lintas organisasi

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  • Sebelas Maret University
  • Yogyakarta State University
  • Universitas Wijayakusuma Purwokerto
  • National University of Malaysia
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  • Organisasi berbeda
  • Organisasi sama
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Rekan penulisOrganisasiArtikel bersama
Mugi HarsonoSebelas Maret University2
Ekawati Rahayu NingsihSebelas Maret University2
Hunik Sri Runing SawitriSebelas Maret University2
Penny RahmawatyYogyakarta State University1
Lilik WahyudiSebelas Maret University1
Ahmad Ikhwan SetiawanSebelas Maret University1
Ellen Pramesti WijayaSebelas Maret University1
Andrea SifanaSebelas Maret University1
Doddy SetiawanSebelas Maret University1
Irwan TrinugrohoSebelas Maret University1
Dian Safitri Pantja KoesoemasariUniversitas Wijayakusuma Purwokerto1
Nurul IstiqomahSebelas Maret University1
Izza MafruhahSebelas Maret University1
Norlida Hanim Mohd SalehNational University of Malaysia1
Alif Ksatria Firdausi AISebelas Maret University1

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Sumber metadata: OAI-PMH (metadata jurnal) http://journal.uinjkt.ac.id/index.php/etikonomi/oai, pertama di-harvest 8 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">How Digital Marketing Shapes Uniqueness and Tourist Behavioral Intention</dc:title>
	<dc:creator xml:lang="en">Sangka, Khresna Bayu</dc:creator>
	<dc:creator xml:lang="en">Haryono, Tulus</dc:creator>
	<dc:creator xml:lang="en">Ismoyowati, Dewi</dc:creator>
	<dc:creator xml:lang="en">Sugiarto, Catur</dc:creator>
	<dc:creator xml:lang="en">Suryanti, Astri </dc:creator>
	<dc:creator xml:lang="en">Widiyanti, Sri Hestiningsih</dc:creator>
	<dc:subject xml:lang="en">digital economy</dc:subject>
	<dc:subject xml:lang="en">social media</dc:subject>
	<dc:subject xml:lang="en">tourist engagement</dc:subject>
	<dc:subject xml:lang="en">electronic word of mouth (e-wom)</dc:subject>
	<dc:subject xml:lang="en">place attachment</dc:subject>
	<dc:description xml:lang="en">Research Originality: This study introduces a novel perspective by integrating the concept of need for uniqueness into the digital tourism context, highlighting how digital interactions such as electronic word of mouth (eWOM) and digital marketing shape unique travel experiences and influence post-visit behavior.
Research Objectives: This research examines the effect of travelers’ need for uniqueness on behavioral intention and tests the mediating roles of eWOM, digital marketing, and place attachment.
Research Method: A quantitative survey of 221 travelers was analyzed using Structural Equation Modeling (SEM) to test relationships among variables and mediating effects.
Empirical Results: The findings reveal that need for uniqueness significantly affects behavioral intention, with digital interactions, play, eWOM, and place attachment serving as key mediating variables that translate the desire for unique experiences into intentions to visit or revisit destinations.
Implications: The results provide important insights into digitally driven tourist behavior and emphasize the need for destination managers to develop personalized, experience-oriented digital marketing strategies that enhance visitor engagement and strengthen emotional attachment to destinations.
JEL Classification: M31, Z32, D91, M37</dc:description>
	<dc:publisher xml:lang="en">Faculty of Economic and Business, Universitas Islam Negeri Syarif Hidayatullah Jakarta</dc:publisher>
	<dc:date>2026-09-28</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.uinjkt.ac.id/index.php/etikonomi/article/view/49971</dc:identifier>
	<dc:identifier>10.15408/etk.v25i2.49971</dc:identifier>
	<dc:source xml:lang="en">ETIKONOMI; Vol. 25 No. 2 (2026)</dc:source>
	<dc:source>2461-0771</dc:source>
	<dc:source>1412-8969</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.uinjkt.ac.id/index.php/etikonomi/article/view/49971/19942</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Khresna Bayu Sangka, Tulus Haryono, Dewi Ismoyowati, Catur Sugiarto, Astri  Suryanti, Sri Hestiningsih Widiyanti</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>