The authenticity and social media effect on revisit intention mediated by destination image

Abstract

This study examines the effect of authenticity, social media, and destination image on revisit intention. This study uses explanatory research with a quantitative approach. The population in this study were domestic tourists or foreign tourists who had visited tourist destinations in Gianyar at least once. The sampling technique used in the study was purposive sampling. The sample in the study was 250 respondents. Data collection was used through surveys, documentation, and Likert scales to test instruments. The data were analyzed using structural equation model partial least square (SEM-PLS) modeling. The results of this study indicate that authenticity and social media can increase revisit intention. In addition, authenticity and social media can also improve destination image. The destination can also increase revisit intention. Overall destination image) has the most significant influence on destination selection. Destination image can mediate between authenticity and social media on revisit intention. The better the authenticity and utilization of social media in Gianyar tourist destinations, the better the destination image will increase revisit intention.  The results of this study suggest that the management of Gianyar tourism can maintain the authenticity of Gianyar tourist destinations and increase the use of social media to attract tourists to revisit Gianyar tourism.