The influence of publicity, e-WOM, and destination personality on visit intention to Wakatobi national park

Although destination publicity is widely used in tourism marketing, there is a lack of studies specifically examining its role in national park tourism. Thus, this study looks into the effects of publicity and electronic word, of, mouth (e-WOM) on tourists' visit intention to Wakatobi National Park, an internationally recognized marine destination known for its commitment to sustainable tourism. Grounded in the stimulus–organism–response (S, O, R) framework, the proposed model includes five constructs: publicity, destination personality, e-WOM, destination preference, and visit intention. Responses from 208 potential tourists were gathered through an online survey and analysed through structural equation modelling. The findings indicate that publicity enhances destination personality significantly, which further enhances the intention to visit. E-WOM has a direct impact on destination preference and visit intention. Destination preference has no impact on visit intention, implying that the impact of affective evaluation may not be enough to trigger sustainable visits without the presence of cognitions and social validation. The findings emphasize the strategic application of non, commercial communication, particularly credibility, based publicity and peer, generated content, to generate symbolic, ethical, and desirable destination images. This work contributes to the literature on sustainable tourism by addressing how authenticity, based destination branding and community stories can contribute to the creation of environmentally friendly tourist conduct. The practical contributions indicate that the tourism authorities should spend on publicity and online interaction to co, construct destination personality as per the spirit of conservation.

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