The Effect Of Digital Content Marketing, E-WOM And Viral Marketing On The Interest Of Domestic Tourist Visits With Virtual Emotional Engagement As An Intervening Variable
Abstract
This study aims to analyze the effect of Digital Content Marketing, electronic word of mouth (E-WOM), and Viral Marketing on the interest of domestic tourist visits in Indonesia with Virtual Emotional Engagement as an intervening variable. The research method uses quantitative approach with SEM-PLS analysis. The Data was collected from 200 active respondents of Tiktok users. The results showed that Digital Content Marketing, E-WOM, and Viral Marketing had a positive and significant effect on Virtual Emotional Engagement, which in turn also significantly influenced the interest of domestic tourist visits. However, the direct influence of E-WOM on the interest of domestic tourist visits is not significant, but E-WOM is more effective in creating emotional engagement, which can ultimately increase the interest of domestic tourist visits indirectly. This finding confirms the importance of social media-based digital marketing strategies to increase the attractiveness of domestic tourist destinations in the digital age. In addition, this study makes a theoretical contribution to understanding the role of emotional engagement in virtual environments as a link between marketing strategies and tourist behavior.
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Copyright (c) 2025 Resti Nursabilla, Ramadania Ramadania, Wenny Pebrianti
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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
