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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
Published
2026-09-28
Publisher
Faculty of Economic and Business, Universitas Islam Negeri Syarif Hidayatullah Jakarta
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

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

Keywords

Collaboration network of the authors

26 authors · 56 co-authorship links

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Co-authorOrganisationJoint articles
Nurul IstiqomahAffiliation unknown2
Izza MafruhahAffiliation unknown2
Mugi HarsonoAffiliation unknown2
Hunik Sri Runing SawitriAffiliation unknown2
Ekawati Rahayu NingsihAffiliation unknown2
Leny NovianiAffiliation unknown1
Nadia Salsabilla BurhanAffiliation unknown1
Malik CahyadinAffiliation unknown1
Nurul HasanaAffiliation unknown1
Penny RahmawatyAffiliation unknown1
Lilik WahyudiAffiliation unknown1
Ahmad Ikhwan SetiawanAffiliation unknown1
Rifal Yoga PratamaAffiliation unknown1
Ellen Pramesti WijayaAffiliation unknown1
Andrea SifanaAffiliation unknown1
Doddy SetiawanAffiliation unknown1
Irwan TrinugrohoAffiliation unknown1
Dian Safitri Pantja KoesoemasariAffiliation unknown1
Norlida Hanim Mohd SalehAffiliation unknown1
Alif Ksatria Firdausi AIAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) http://journal.uinjkt.ac.id/index.php/etikonomi/oai, first harvested 8 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<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>