From Social Media to Experience: A Digital Marketing Model for Tourism Destination in Bandung Regency

Sopia Gina Azzahra; Sitti Nur Azmi Fadhlurrahmah; Dwi Suhartanto

doi:10.35313/jtospolban.v5i4.167

Authors

Sopia Gina Azzahra Politeknik Negeri Bandung
Sitti Nur Azmi Fadhlurrahmah Politeknik Negeri Bandung
Dwi Suhartanto Politeknik Negeri Bandung

DOI:

https://doi.org/10.35313/jtospolban.v5i4.167

Keywords:

social media promotion, destination image, destination attractiveness, tourist experience, revisit intention

Abstract

This study develops and tests a social-media–driven model explaining how destination social-media promotion shapes destination image and attractiveness, enriches tourist experience quality, and drives in revisit intention to tourism destination in Bandung Regency. A quantitative, cross-sectional survey of recent visitors was analyzed using PLS-SEM to estimate the measurement and structural relations. Results show that social-media promotion significantly improves destination image and attractiveness; both subsequently strengthen experience quality, which emerges as the strongest predictor of revisit intention. Reliability and validity diagnostics meet recommended thresholds, and the model explains a substantial share of variance in revisit intention. As a managerial output, the paper proposes a digital tourism marketing model that operationalizes the verified pathway by integrating S-O-R with the AIDA journey—translating attention and interest captured online into desire and action, then aligning on-site delivery with expectations formed on social media to convert engagement into repeat visitation.

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