How Digital Marketing Shapes Uniqueness and Tourist Behavioral Intention

Khresna Bayu Sangka; Tulus Haryono; Dewi Ismoyowati; Catur Sugiarto; Astri  Suryanti; Sri Hestiningsih Widiyanti

doi:10.15408/etk.v25i2.49971

Authors

Khresna Bayu Sangka Universitas Sebelas Maret https://orcid.org/0000-0002-9837-6756
Tulus Haryono Universitas Sebelas Maret
Dewi Ismoyowati Universitas Sebelas Maret
Catur Sugiarto Universitas Sebelas Maret https://orcid.org/0000-0003-1804-707X
Astri Suryanti Universitas Sebelas Maret https://orcid.org/0009-0009-6439-1024
Sri Hestiningsih Widiyanti Regional Research and Innovation Agency (BRIDA) of Central Java

DOI:

https://doi.org/10.15408/etk.v25i2.49971

Keywords:

digital economy, social media, tourist engagement, electronic word of mouth (e-wom), place attachment

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

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Author Biographies

Khresna Bayu Sangka, Universitas Sebelas Maret

Department of Economics Education, Faculty of Teacher Training and Education
Tulus Haryono, Universitas Sebelas Maret

Faculty of Economics and Business
Dewi Ismoyowati, Universitas Sebelas Maret

Department of Development Economics, Faculty of Economics and Business
Catur Sugiarto, Universitas Sebelas Maret

Departement Management, Faculty of Economics and Business
Astri Suryanti, Universitas Sebelas Maret

Departement of Management, Faculty of Economics and Business

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