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Original Research

THE EFFECT OF PENTAHELIX ROLE AND DIGITAL MARKETING ON TOURISM DESTINATION IMAGE, TOURIST ATTRACTION, TOURISTS REVISIT INTEREST TO BATU CITY

SURJO WIDODO 1, SLAMET RIYADI 2, and SUMIATI 3.

Vol 18, No 03 ( 2023 )   |  DOI: 10.17605/OSF.IO/6FGXK   |   Author Affiliation: Student of Doctoral Program of Economics, University of 17 Agustus 1945 Surabaya, Indonesia 1; University of 17 Agustus 1945 Surabaya, Indonesia 2,3.   |   Licensing: CC 4.0   |   Pg no: 27-46   |   Published on: 10-03-2023

Abstract

The purpose of this study was to investigate and analyze the effect of pentahelix role, digital marketing, tourism destination image and tourist attractions on tourist revisit interest to Batu City. The participants in this study are tourists that visited the tourism destination in Batu City. A sample of 100 was selected using the quota sampling technique. A structural equation model was utilized to test the hypothesis using the AMOS program (SEM). The results showed: (1) pentahelix role has a positive and significant effect on tourism destination image, tourist attraction, (and on tourist revisit interest, (2) digital marketing has a positive and significant effect on tourism destination image, on tourist attraction, and tourists revisit interest. (3) Tourism destination image has a positive and significant effect on tourist revisit interest, (8) tourist attraction has a positive and significant effect on tourist revisit interest.


Keywords

pentahelix role, digital marketing, tourism destination image, tourist attraction, tourists revisit interest