The Effect of Social Media Content, Information Credibility, and Destination Image on Tourists’ Intention to Visit Penglipuran Tourism Village, Bali

Abstract

This study aims to analyze the influence of social media content, information credibility, and destination image on tourists’ visit intention to Penglipuran Tourism Village, Bali. This research employed a quantitative approach with a causal associative design. Data were collected through questionnaires distributed to tourists or potential tourists who were familiar with Penglipuran Tourism Village and had seen its official social media content. The sampling technique used in this study was purposive sampling, while the data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS. The results indicate that social media content has a positive and significant influence on tourists’ visit intention. Destination image also has a positive and significant influence on visit intention and becomes the most dominant factor in shaping tourists’ interest in visiting Penglipuran Tourism Village. Meanwhile, information credibility does not have a significant influence on tourists’ visit intention. These findings suggest that the digital marketing strategy of Penglipuran Tourism Village should place greater emphasis on improving the quality of social media content and strengthening a positive destination image to increase tourists’ visit intention.