Digital Tourism Marketing and Tourist Revisit Intention in Urban Heritage Destinations: The Moderating Role of Memorable Tourism Experience in Kota Tua Jakarta and Taman Mini Indonesia Indah

Abstract

The rapid development of digital technology has transformed tourism marketing practices and reshaped how tourists search for information, evaluate destinations, and develop future travel intentions. This study aims to examine the influence of Digital Tourism Marketing on Tourist Digital technology has reshaped how tourists discover destinations, evaluate travel options, and form revisit intentions. This study examines the effects of Digital Tourism Marketing on Tourist Revisit Intention and Memorable Tourism Experience, including the moderating role of Memorable Tourism Experience, at urban heritage destinations in Jakarta, Indonesia. A quantitative survey collected data from 200 tourists who had visited Kota Tua Jakarta and Taman Mini Indonesia Indah. Results show that Digital Tourism Marketing positively and significantly influences both Memorable Tourism Experience and Tourist Revisit Intention. Memorable Tourism Experience also positively influences revisit intention and significantly strengthens the relationship between digital marketing and revisit intention. Theoretically, these findings extend the application of the S-O-R framework by demonstrating the moderating function of memorable experiences in explaining tourists' behavioral intentions. Practically, destination managers should coordinate digital communication with engaging on-site experiences to encourage repeat visits and strengthen destination competitiveness. These insights are particularly relevant for managing culturally significant urban tourism attractions.

Keywords: digital tourism marketing, memorable tourism experience, tourist revisit intention, stimulus-organism-response theory, urban heritage tourismTop of Form