How digital storytelling builds visit intention in Jakarta's heritage tourism destinations: The mediating role of destination brand attitude.: Digital storytelling and visit intention in Jakarta's heritage tourism

Ratih Nur Setyaningsih; Zulham Dwi  Pratikto

doi:10.56442/ijble.v7i2.1539

Authors

Ratih Nur Setyaningsih Institut Bisnis dan Informatika Kwik Kian Gie
Zulham Dwi Pratikto Digital Business Program, Universitas LIA, Daerah Khusus Ibukota Jakarta, Indonesia

DOI:

https://doi.org/10.56442/ijble.v7i2.1539

Keywords:

digital storytelling; heritage tourism; destination brand awareness; destination brand attitude; visit intention

Abstract

Digital storytelling has become a key strategy for strengthening the competitiveness of heritage tourism destinations in the digital era. Nevertheless, the mechanisms through which digital storytelling influences tourists' visit intention remain insufficiently explored. This research investigates the interrelationships among digital storytelling, destination brand awareness, perceived authenticity, destination brand attitude, and visit intention within Jakarta's heritage tourism destinations. Data were collected from 164 visitors through a structured questionnaire and analyzed using PLS-SEM. The findings indicate that digital storytelling, destination brand awareness, and perceived authenticity significantly enhance destination brand attitude but have no direct effect on visit intention. Instead, destination brand attitude fully mediates these relationships and is the strongest predictor of visit intention (β = 0.700). The model explains 74.9% of destination brand attitude and 62.1% of visit intention, highlighting the importance of destination branding in encouraging tourists' behavioral intentions.

References

Aaker, D. A. (1996). Building strong brands. Free Press.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Chang, C.-H., Lin, Y.-H., & Chen, H.-L. (2025). Examining the key factors of implementing digital storytelling in cultural heritage tourism destinations. Consumer Behavior in Tourism and Hospitality. https://doi.org/10.1108/CBTH-XX-XXXX-XXXX

Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., Dennehy, D., Metri, B., Buhalis, D., Cheung, C. M. K., Conboy, K., Doyle, R., Dubey, R., Dutot, V., Felix, R., Goyal, D. P., Gustafsson, A., Hinsch, C., Jebabli, I., … Wamba, S. F. (2021). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66, 102542. https://doi.org/10.1016/j.ijinfomgt.2022.102542

Fuchs, M., & Sigala, M. (2021). Strategic use of information technologies in tourism: A review and critique. In Z. Xiang, M. Fuchs, U. Gretzel, & W. Höpken (Eds.), Handbook of e-Tourism. Springer. https://doi.org/10.1007/978-3-030-05324-6_67-1

Gössling, S. (2021). Tourism, technology and ICT: A critical review of affordances and concessions. Journal of Sustainable Tourism, 29(5), 733–750. https://doi.org/10.1080/09669582.2021.1873353

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications.

Hollebeek, L. D., Rather, R. A., & Islam, J. U. (2022). Customer engagement in tourism and hospitality: Current insights and future directions. Journal of Travel Research.

Kasemsarn, N., & Nickpour, F. (2025). Digital storytelling for heritage interpretation and visitor engagement: A systematic review. Heritage.

Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson.

Kolar, T., & Žabkar, V. (2010). A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing? Tourism Management, 31(5), 652–664. https://doi.org/10.1016/j.tourman.2009.07.010

Li, Y., Zhang, X., & Wang, H. (2024). Digitalization, constructive authenticity, and tourists' attitudes toward cultural heritage destinations. Journal of Hospitality & Tourism Research.

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.

Pike, S., & Page, S. J. (2014). Destination marketing organizations and destination marketing: A narrative analysis of the literature. Tourism Management, 41, 202–227. https://doi.org/10.1016/j.tourman.2013.09.009

Rather, R. A. (2021). Demystifying the effects of perceived risk and fear on customer engagement, co-creation and revisit intention during COVID-19: A protection motivation theory approach. Journal of Destination Marketing & Management, 20, 100564. https://doi.org/10.1016/j.jdmm.2021.100564

Sigala, M. (2018). New technologies in tourism: From multi-disciplinary to anti-disciplinary advances and trajectories. Tourism Management Perspectives, 25, 151–155. https://doi.org/10.1016/j.tmp.2017.12.003

Sigala, M. (2020). Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research. Journal of Business Research, 117, 312–321. https://doi.org/10.1016/j.jbusres.2020.06.015