The Influence of Social Media Marketing and E-WOM on Visit Intention With Destination Image as an Intervening Variable at the Batiwakkal Museum

Eka Ayu Trisna Fitriani; Rahmawati Rahmawati; Safitri Nurhidayati

doi:10.30640/jmcbus.v4i4.7587

Authors

Eka Ayu Trisna Fitriani Universitas Muhammadiyah Berau
Rahmawati Rahmawati Universitas Muhammadiyah Berau
Safitri Nurhidayati Universitas Muhammadiyah Berau

DOI:

https://doi.org/10.30640/jmcbus.v4i4.7587

Keywords:

Batiwakkal Museum, Destination Image, E-WOM, SMM, Visit Intention

Abstract

Digital transformation has reshaped tourism destination marketing through social-media-based communication and peer-to-peer online reviews. Museum Batiwakkal, a cultural tourism destination in Berau Regency, East Kalimantan, has experienced a declining visitor trend in recent years, highlighting the need for empirical evidence on the factors driving tourists' intention to visit. This study examines the influence of Social Media Marketing and Electronic Word of Mouth on Visit Intention, with Destination Image as an intervening variable. A quantitative approach was applied through an online questionnaire distributed to 188 respondents familiar with the museum via social media, analyzed using AMOS-based Structural Equation Modeling. The results reveal that Electronic Word of Mouth has a positive and significant effect on Visit Intention, whereas Social Media Marketing shows no significant effect on either Destination Image or Visit Intention, Electronic Word of Mouth has no significant effect on Destination Image, and Destination Image has no significant effect on Visit Intention. These findings suggest that visiting intention is shaped more by shared visitor experiences than by official promotion or destination image, implying that museum management should prioritize encouraging positive visitor reviews to enhance future visitation.

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