Customer-Based Destination Brand Equity (CBDBE) and Digital Marketing on Revisit Intention Mediated by Tourist Satisfaction (Case Study at Mount Bromo)

Sati Ratna Dewanti, Djunaedi, Budi Rahayu

The results showed that Customer-Based Destination Brand Equity (CBDBE) and Digital Marketing have a significant influence on Revisit Intention by tourists. Customer-Based Destination Brand Equity (CBDBE) influences the intention to revisit through tourist satisfaction. Digital marketing also has an important role in influencing tourist behavior and satisfaction. There have been studies examining domestic travellers' perceptions of the use of digital marketing tools and platforms, and this research shows the importance of understanding how digital marketing influences traveller behaviour. In addition, in low-density tourism areas, digital marketing can have a significant impact on destination image, tourist satisfaction, and loyalty. A good understanding of the influence of CBDBE and digital marketing can help in developing effective marketing strategies to increase the intention of returning visits by tourists.

2024/06/15

Customer-Based Destination Brand Equity, Digital Marketing, Revisit Intention, Tourist Satisfaction

208

213

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

21