THE INFLUENCE OF DESTINATION IMAGE AND DIGITAL PROMOTION ON VISIT INTENTION THROUGH TOURIST TRUST AT WAY LALAAN

Abstract

This study aims to analyze the influence of destination image and digital promotion on tourists’ visit intention with tourist trust as a mediating variable at Air Terjun Way Lalaan. Destination image and digital promotion are important factors in increasing tourists’ interest in visiting a tourist destination, especially in the digital era characterized by the high use of social media and online platforms in searching for tourism information. The research method used is a quantitative approach with data collection techniques through the distribution of questionnaires to tourists who have visited or have the potential to visit Air Terjun Way Lalaan. The research sample was determined using a purposive sampling technique. Data analysis was conducted using the Structural Equation Modeling (SEM) method with the SmartPLS approach to examine both direct and indirect relationships among variables. The results of the study indicate that destination image and digital promotion have a positive and significant effect on tourist trust. In addition, destination image, digital promotion, and tourist trust also have a positive influence on visit intention. Tourist trust is proven to mediate the relationship between destination image and digital promotion on tourists’ visit intention. The implications of this study suggest that tourism destination managers need to enhance the destination image and maximize effective digital promotion strategies to build tourist trust, which in turn can increase tourists’ intention to visit Air Terjun Way Lalaan. This study is expected to contribute to the development of digitalbased tourism marketing strategies.