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MARKETING COMMUNICATION, E-WOM, AND TOURISM EVENTS IN SHAPING VISIT INTENTION: THE MEDIATING ROLE OF DESTINATION IMAGE

Journal of Business Studies and Management Review · Vol. 9 No. 1 (2025) · hlm. 202–206

DOI
10.22437/jbsmr.v9i1.53641
ISSN
2597-6265, 2597-369X
Terbit
2025-12-31
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

Abstract This study examines the role of destination image as a mediating variable in the relationship between marketing communication, electronic word of mouth (e-WOM), tourism events, and visiting intention in Tanjung Jabung Timur Regency, Indonesia. Tourism development in the region has shown fluctuating growth, indicating the need for more effective strategic marketing efforts. Grounded in the Stimulus-Organism-Response (S-O-R) framework and the Theory of Planned Behavior (TPB), this research proposes that destination image functions as a psychological mechanism linking marketing stimuli to behavioral intention. A quantitative explanatory approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through structured questionnaires distributed to respondents aged 17 years and above who had accessed tourism-related information about Tanjung Jabung Timur. The findings reveal that marketing communication, e-WOM, and tourism events significantly influence visiting intention. Tourism events demonstrate the strongest direct effect on visiting intention, while e-WOM has the strongest influence on destination image. Furthermore, destination image significantly affects visiting intention and mediates the relationship between marketing communication and visiting intention, as well as between e-WOM and visiting intention. However, destination image does not mediate the relationship between tourism events and visiting intention. The model shows strong explanatory power, highlighting the importance of integrated digital marketing strategies and online engagement in strengthening destination image and enhancing tourism competitiveness in Tanjung Jabung Timur Regency.

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Tona Aurora LubisAfiliasi tidak diketahui9
Johannes JohannesAfiliasi tidak diketahui5
Musnaini MusnainiAfiliasi tidak diketahui5
Sry RositaAfiliasi tidak diketahui3
Agus SolikhinAfiliasi tidak diketahui2
Anggia Agustini SaputriAfiliasi tidak diketahui2
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WAWAN NOVIANTOAfiliasi tidak diketahui1
Sri RahayuHasanuddin University1
Amri AmirAfiliasi tidak diketahui1
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Ade Titi NifitaAfiliasi tidak diketahui1
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Shelli SafitriAfiliasi tidak diketahui1
Yenni YuniartiAfiliasi tidak diketahui1
Zulfina AdrianiAfiliasi tidak diketahui1
Muhammad NopbrimaAfiliasi tidak diketahui1
Dede SulemanAfiliasi tidak diketahui1
Feyza Muhammad IkhsanAfiliasi tidak diketahui1
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Singki OktavianiAfiliasi tidak diketahui1
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Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 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">MARKETING COMMUNICATION, E-WOM, AND TOURISM EVENTS IN SHAPING VISIT INTENTION: THE MEDIATING ROLE OF  DESTINATION IMAGE</dc:title>
	<dc:creator xml:lang="en">Futri Rezki Indah</dc:creator>
	<dc:creator xml:lang="en">Yacob, Syahmardi</dc:creator>
	<dc:creator xml:lang="en">Musnaini</dc:creator>
	<dc:subject xml:lang="en">Marketing Communication</dc:subject>
	<dc:subject xml:lang="en">Electronic Word of Mouth (e-WOM)</dc:subject>
	<dc:subject xml:lang="en">Tourism Events</dc:subject>
	<dc:subject xml:lang="en">Visit Intention, Destination Image, Discount, and WOM</dc:subject>
	<dc:subject xml:lang="en">Patient Visiting Intention</dc:subject>
	<dc:description xml:lang="en">Abstract
This study examines the role of destination image as a mediating variable in the relationship between marketing communication, electronic word of mouth (e-WOM), tourism events, and visiting intention in Tanjung Jabung Timur Regency, Indonesia. Tourism development in the region has shown fluctuating growth, indicating the need for more effective strategic marketing efforts. Grounded in the Stimulus-Organism-Response (S-O-R) framework and the Theory of Planned Behavior (TPB), this research proposes that destination image functions as a psychological mechanism linking marketing stimuli to behavioral intention. A quantitative explanatory approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through structured questionnaires distributed to respondents aged 17 years and above who had accessed tourism-related information about Tanjung Jabung Timur. The findings reveal that marketing communication, e-WOM, and tourism events significantly influence visiting intention. Tourism events demonstrate the strongest direct effect on visiting intention, while e-WOM has the strongest influence on destination image. Furthermore, destination image significantly affects visiting intention and mediates the relationship between marketing communication and visiting intention, as well as between e-WOM and visiting intention. However, destination image does not mediate the relationship between tourism events and visiting intention. The model shows strong explanatory power, highlighting the importance of integrated digital marketing strategies and online engagement in strengthening destination image and enhancing tourism competitiveness in Tanjung Jabung Timur Regency.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2025-12-31</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/53641</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v9i1.53641</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025; 202-206</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/53641/23797</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Futri Rezki Indah, Syahmardi Yacob, Musnaini</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>