Exploring Digital Tourist Behavior Among Young Visitors at Indonesian Cultural Heritage Destinations: A Mixed-Method Study
DOI:
https://doi.org/10.32659/tsj.v11i1.437Keywords:
User-Generated Content, Firm-Generated Content, Electronic Word-of-Mouth, Destination Image, Tourist Satisfaction, Digital Tourist BehaviorAbstract
The study examines how digital content influences the perception and satisfaction of tourists visiting Indonesian cultural heritage sites. As social media has become pervasive, young travelers now go to historic sites guided by four main sources of online interaction, namely user-generated content (UGC), firm-generated content (FGC), word-of-mouth (WOM), and electronic word-of-mouth (eWOM). The study employed an exploratory sequential mixed-method approach, beginning with qualitative interviews to explore tourists’ digital experiences, followed by a quantitative survey of 160 respondents who had previously visited heritage destinations in Indonesia. Findings indicate that UGC has the greatest impact on destination image, followed by WOM, FGC, and eWOM. Destination image, in turn, mediates the relationship between digital content and tourist satisfaction. Both findings combined support the importance of digital narratives and social validation in managing expectations and enhancing the tourist experience. The paper offers practical implications for destination marketers and tourism managers to develop content strategies aligned with contemporary online tourist behavior. Overall, a nuanced understanding of the interplay between digital content and visitor perception is essential for creating more experience-driven and sustainable approaches to heritage tourism in the digital era.
References
Badan Pusat Statistik. (2024). Statistik Wisatawan Nasional: Outbound Tourism Statistics 2023 (Vol. 3). https://www.bps.go.id
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
Burgess, S., Sellitto, C., Cox, C., & Buultjens, J. (2009). User-generated content (UGC) in tourism: Benefits and concerns of online consumers. Carmen Cox.
Chi, C. G.-Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624–636. https://doi.org/10.1016/j.tourman.2007.06.007
Creswell, J. W. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (Fifth Edition). SAGE Publications.
Dávid, L. D., Rahmat, A. F., & Priatmoko, S. (2024). Main trends in the tourism industry in Indonesia between 2020–2023. Journal of Infrastructure, Policy and Development, 8(11), 8162. https://doi.org/10.24294/jipd.v8i11.8162
Filieri, R., & McLeay, F. (2014). E-WOM and Accommodation. Journal of Travel Research, 53(1), 44–57. https://doi.org/10.1177/0047287513481274
Guo, X., & Pesonen, J. A. (2022). The role of online travel reviews in evolving tourists’ perceived destination image. Scandinavian Journal of Hospitality and Tourism, 22(4–5), 372–392. https://doi.org/10.1080/15022250.2022.2112414
Hernández-Ortega, B., San Martín, H., Herrero, Á., & Franco, J. L. (2020). What, how and when? Exploring the influence of firm-generated content on popularity in a tourism destination context. Journal of Destination Marketing & Management, 18, 100504. https://doi.org/10.1016/j.jdmm.2020.100504
Hosany, S., Prayag, G., Deesilatham, S., Cauševic, S., & Odeh, K. (2015). Measuring Tourists’ Emotional Experiences. Journal of Travel Research, 54(4), 482–495. https://doi.org/10.1177/0047287514522878
Jalilvand, M. R. (2017). Word-of-mouth vs. mass media: their contributions to destination image formation. Anatolia, 28(2), 151–162. https://doi.org/10.1080/13032917.2016.1270840
Kitsios, F., Mitsopoulou, E., Moustaka, E., & Kamariotou, M. (2022). User-Generated Content in Social Media: A Twenty-Year Bibliometric Analysis in Hospitality. Information, 13(12), 574. https://doi.org/10.3390/info13120574
Lappin, T., & Mishra, A. (2023). The way we travel now. McKinsey & Company. https://www.mckinsey.com/industries/travel/our-insights/the-way-we-travel-now
Li, H., Liu, H., Hailey Shin, H., & Ji, H. (2024). Impacts of user-generated images in online reviews on customer engagement: A panel data analysis. Tourism Management, 101, 104855. https://doi.org/10.1016/j.tourman.2023.104855
Mara Solutions. (2023). Online review statistics every hotel needs to know. https://www.mara-solutions.com/post/online-review-statistics-every-hotel-needs-to-know
Mariani, M. M., Perez‐Vega, R., & Wirtz, J. (2022). AI in marketing, consumer research and psychology: A systematic literature review and research agenda. Psychology & Marketing, 39(4), 755–776. https://doi.org/10.1002/mar.21619
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. In An approach to environmental psychology. The MIT Press.
Neuman, W. Lawrence. (2014). Social research methods : qualitative and quantitative approaches. Pearson.
O’brien, R. M. (2007). A Caution Regarding Rules of Thumb for Variance Inflation Factors. Quality & Quantity, 41(5), 673–690. https://doi.org/10.1007/s11135-006-9018-6
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460. https://doi.org/10.2307/3150499
Perez-Aranda, J., Tolkach, D., & Panchal, J. H. (2024). Reputation and eWOM in accommodation decision-making: insights from Generation Z users. Tourism Review. https://doi.org/10.1108/TR-03-2024-0185
Petty, R. E., & Cacioppo, J. T. (1986). Communication and Persuasion. Springer New York. https://doi.org/10.1007/978-1-4612-4964-1
Reza Jalilvand, M., & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice. Internet Research, 22(5), 591–612. https://doi.org/10.1108/10662241211271563
Schmallegger, D., & Carson, D. (2008). Blogs in tourism: Changing approaches to information exchange. Journal of Vacation Marketing, 14(2), 99–110. https://doi.org/10.1177/1356766707087519
Silaban, P. H., Chen, W.-K., Sormin, S., B. P. Panjaitan, Y. N., & Silalahi, A. D. K. (2023). How does electronic word of mouth on Instagram affect travel behaviour in Indonesia: A perspective of the information adoption model. Cogent Social Sciences, 9(1). https://doi.org/10.1080/23311886.2022.2163525
Sobarna, A. (2023). Empirical Analysis of Destination Image Through Tiktok Video Comments. Journal of Tourism Sustainability, 3(3), 150–158. https://doi.org/10.35313/jtospolban.v3i3.102
Statista. (2024). Attitudes towards traveling in Indonesia as of June 2024. https://www.statista.com/forecasts/823408/attitudes-towards-traveling-in-indonesia#:~:text=When%20asked%20about%20,as
Stylos, N., Vassiliadis, C. A., Bellou, V., & Andronikidis, A. (2016). Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination. Tourism Management, 53, 40–60. https://doi.org/10.1016/j.tourman.2015.09.006
Sun, H., Qiu, M., & Feng, W. (2025). Impact of Electronic Word-of-Mouth Dispersion on Tourists’ Purchase Intentions for Local Food Restaurants. Journal of Hospitality & Tourism Research. https://doi.org/10.1177/10963480241311116
TriCruise. (2023). TikTok marketing in Indonesia: Current trends of TikTok usage and user behavior. https://tricruise.id/column/tiktok-marketing-in-indonesia/
Wang, N. (1999). Rethinking authenticity in tourism experience. Annals of Tourism Research, 26(2), 349–370. https://doi.org/10.1016/S0160-7383(98)00103-0
Watkins, M. W. (2018). Exploratory Factor Analysis: A Guide to Best Practice. Journal of Black Psychology, 44(3), 219–246. https://doi.org/10.1177/0095798418771807
Wijaya, C. O., Wijaya, S., & Jaolis, F. (2025). The influence of social media content on attitude, destination image and intention of female Muslim travelers to visit halal destinations: comparison between UGC and FGC. Journal of Islamic Marketing, 16(2), 402–427. https://doi.org/10.1108/JIMA-08-2023-0235
Wu, X., & Lai, I. K. W. (2021). Identifying the response factors in the formation of a sense of presence and a destination image from a 360-degree virtual tour. Journal of Destination Marketing & Management, 21, 100640. https://doi.org/10.1016/j.jdmm.2021.100640
YouGov. (2023). Gen Z Wanderlust Sentiment: APAC insights . https://commercial.yougov.com/rs/464-VHH-988/images/yougov-id-Gen%20Z-Wanderlust-Sentiment-oct23-APAC-v1.pdf
Zahrudy, F., & Rany, T. A. P. (2025). From Perception to Purchase: How Anthropomorphism Shapes Buying Intentions through Product Knowledge. Journal of Management and Entrepreneurship Research, 6(3), 188–203. https://doi.org/10.34001/jmer.2025.9.06.3-69
Zhao, Y., Zhan, Q., Du, G., & Wei, Y. (2024). The effects of involvement, authenticity, and destination image on tourist satisfaction in the context of Chinese ancient village tourism. Journal of Hospitality and Tourism Management, 60, 51–62. https://doi.org/10.1016/j.jhtm.2024.06.008
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2025 Fahrais Zahrudy, Putra Juliansen Siregar Siagian, Nuuriya Salsabila, I Made Ariana Ananta Kusuma, Tsara Tsurayya Firdalia
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
-
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
-
ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
