Linking Digital Sales Promotion and Destination Image to Tourist Satisfaction through Visiting Decisions in Bali

Fadli Firman Ashaffalugina; I Wayan Sukma Winarya Prabawa; Hanugerah Kristiono  Liestiandre

doi:10.55681/armada.v4i7.3038

Authors

Fadli Firman Ashaffalugina Tourism Destination Study Program, Tourism Department, Bali Tourism Polytechnic, Badung, Bali, Indonesia
I Wayan Sukma Winarya Prabawa Tourism Destination Study Program, Tourism Department, Bali Tourism Polytechnic, Badung, Bali, Indonesia
Hanugerah Kristiono Liestiandre Tourism Destination Study Program, Tourism Department, Bali Tourism Polytechnic, Badung, Bali, Indonesia

DOI:

https://doi.org/10.55681/armada.v4i7.3038

Keywords:

Digital Sales Promotion, Destination Image, Visiting Decisions, Tourist Satisfaction, Bali Tourism

Abstract

Penelitian ini mengkaji hubungan promosi voucher wisata berbasis TikTok dan citra destinasi dengan kepuasan wisatawan di Bali, serta peran mediasi keputusan berkunjung. Dengan menggunakan perspektif manfaat promosi penjualan, voucher wisata daring dipandang sebagai isyarat promosi yang dapat memberikan nilai utilitarian dan hedonis dalam proses pengambilan keputusan perjalanan wisatawan. Data survei dikumpulkan dari 410 wisatawan yang pernah melihat voucher wisata atau penawaran promosi Bali di TikTok dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa promosi penjualan dan citra destinasi berhubungan positif dengan keputusan berkunjung serta kepuasan wisatawan. Selain itu, keputusan berkunjung juga memediasi hubungan promosi penjualan dan citra destinasi dengan kepuasan wisatawan. Secara praktis, pesan voucher wisata di TikTok sebaiknya mengomunikasikan aspek penghematan biaya, kemudahan, kualitas, kesenangan, eksplorasi, serta citra destinasi Bali.

Downloads

Download data is not yet available.

References

Aboalganam, K. M., Alfraihat, S. F., & Tarabieh, S. (2025). The impact of user-generated content on tourist visit intentions: The mediating role of destination imagery. Administrative Sciences, 15(4), 1–15. https://doi.org/10.3390/admsci15040117

Agapito, D., Valle, P. O., & Mendes, J. da C. (2013). The cognitive-affective-conative model of destination image: A confirmatory analysis. Journal of Travel & Tourism Marketing, 30(5), 471–481. https://doi.org/10.1080/10548408.2013.803393

Andini, R. D., Nurfarida, I. N., & Rusno. (2024). Efek digital marketing terhadap keputusan berkunjung ke obyek wisata dimediasi oleh minat berkunjung. Management and Business Review, 8(1), 62–73. https://doi.org/10.21067/mbr.v8i1.10283

Baloglu, S., & McCleary, K. W. (1999). U.S. international pleasure travelers’ images of four Mediterranean destinations: A comparison of visitors and nonvisitors. Journal of Travel Research, 38(2), 144–152. https://doi.org/10.1177/004728759903800207

Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tourism Management, 29, 609–623. https://doi.org/10.1016/j.tourman.2008.01.005

Castro, J. C., Quisimalin, M., de Pablos, C., Gancino, V., & Jerez, J. (2017). Tourism marketing: Measuring tourist satisfaction. Journal of Service Science and Management, 10(3), 280–308. https://doi.org/10.4236/jssm.2017.103023

Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65–81. https://doi.org/10.1509/jmkg.64.4.65.18071

Cheung, G. W., Cooper‑Thomas, H. D., Lau, R. S., & Wang, L. C. (2023). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best‑practice recommendations. Asia Pacific Journal of Management, 41(2), 745–783. https://doi.org/10.1007/s10490-023-09871-y

Chiu, W., Zeng, S., & Cheng, P. S. (2016). The influence of destination image and tourist satisfaction on tourist loyalty: A case study of Chinese tourists in Korea. International Journal of Culture, Tourism and Hospitality Research, 10(2), 223–234. https://doi.org/10.1108/IJCTHR-07-2015-0080

Dijkstra, T. K., & Henseler, J. (2015). Consistent and asymptotically normal PLS estimators for linear structural equations. Computational Statistics and Data Analysis, 81, 10–23. https://doi.org/10.1016/j.csda.2014.07.008

Diposumarto, N. S., Purwanto, W., & Ramdan, I. (2015). Analysis of tourism destination image and promotion through social media towards purchasing decision for Bali tourism product by foreign tourist. Mediterranean Journal of Social Sciences, 6(5), 175–182. https://doi.org/10.5901/mjss.2015.v6n5s5p175

Eichhorn, B. R. (2014). Common Method Variance Techniques. 1–11.

Febrilia, S., Setiadi, R., & Yulianto, A. (2024). Pengaruh social media marketing, sales promotion dan E-WOM terhadap keputusan berkunjung (Studi kasus wisatawan Dewi Shinta Waterpark). INNOVATIVE: Journal Of Social Science Research Volume, 4(5), 5144–5156. https://doi.org/10.31004/innovative.v4i5.15620

Fikri, M. El, Pane, D. N., & Safitri, F. (2020). Factors influencing the tourist decision to visit the natural attractions: A case of Langkat Regency, North Sumatera Province, Indonesia. International Journal of Economics, Commerce and Management, 8(12), 212–226.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

Hapsara, O., & Ahmadi. (2022). Analisis keputusan berkunjung melalui minat berkunjung: Citra destinasi dan aksesibilitas pada Geopark Merangin Jambi. Jurnal Manajemen Terapan Dan Keuangan (Mankeu), 11(01), 64–76. https://doi.org/10.22437/jmk.v11i01.14802

Hikmah, Asria, & Sanusi, A. (2024). Measuring tourist satisfaction with facilities and cleanliness at beach destinations: A case study of Air Cina Beach tourism, Lifuleo Village, Kupang Regency, East Nusa Tenggara, Indonesia. International Journal of Sustainable Development and Planning, 19(8), 3063–3074. https://doi.org/10.18280/ijsdp.190821

Ilham, W. (2022). Pengaruh bauran promosi terhadap keputusan berkunjung wisatawan ke Kebun Raya Cibodas. Jurnal Manajemen Kuliner, 1(1), 13–23. https://doi.org/10.59193/jmn.v1i1.5

Janchai, N., Baxter, G., & Srisaeng, P. (2020). The effects of destination image on tourist satisfaction: The case of don-wai floating market in Nakhon Pathom, Thailand. Academica Turistica, 13(2), 139–151. https://doi.org/10.26493/2335-4194.13.139-151

Jee, T. W. (2021). The perception of discount sales promotions – A utilitarian and hedonic perspective. Journal of Retailing and Consumer Services, 63(11), 1–9. https://doi.org/10.1016/j.jretconser.2021.102745

Kasih, D. I., Herlambang, T., & Sanosra, A. (2024). Impact of social media marketing and destination image on tourist satisfaction through visit decision as a mediating variable. Jurnal Ilmu Manajemen, 7(2), 37–44. https://doi.org/10.32832/manager.v7i2.19707

Kim, H., & Richardson, S. L. (2003). Motion picture impacts on destination images. Annals of Tourism Research, 30(1), 216–237. https://doi.org/10.1016/S0160-7383(02)00062-2

Kristiutami, Y. P. (2017). Pengaruh keputusan berkunjung terhadap kepuasan wisatawan di Museum Geologi Bandung. Jurnal Pariwisata, 4(1), 53–62. https://doi.org/10.31294/par.v4i1.1761

Kusumawati, A., Rahayu, K. S., & Putra, E. W. (2022). Antecedents customer decision to visit Yogyakarta as special regions in Indonesia. Cogent Business & Management, 9(1), 1–12. https://doi.org/10.1080/23311975.2022.2050062

Liao, S., Shen, Y., & Chu, C. (2009). The effects of sales promotion strategy, product appeal and consumer traits on reminder impulse buying behaviour. International Journal of Consumer Studies, 33(3), 274–284. https://doi.org/10.1111/j.1470-6431.2009.00770.x

Liestiandre, H. K., Morrison, A. M., Yasa, N. N. K., Sukawati, G. R. S., & Sukaatmadja, I. P. G. (2024). The impact of a local well-being philosophy on revisit intentions to Bali among digital nomads. Tourism and Hospitality, 5(4), 1099–1124. https://doi.org/10.3390/tourhosp5040062

Liu, C., Jiang, M., & Muhammad, Z. A. (2024). The impact of TikTok short video factors on tourists’ behavioral intention among Generation Z and Millennials: The role of flow experience. PLOS ONE, 1–23. https://doi.org/10.1371/journal.pone.0315140

Loi, N. A., Nguyen, Q. N., & Huong, N. T. Le. (2024). The impact of decision-shaping factors and the moderating role of perceived risk on international tourists’ destination choice: The case of the Mekong Delta, Vietnam. Geojournal of Tourism and Geosites, 57(4), 1964–1973. https://doi.org/10.30892/gtg.574spl10-1363

MacKenzie, S. B., & Podsakoff, P. M. (2012). Common method bias in marketing: Causes, mechanisms, and procedural remedies. Journal of Retailing, 88(4), 542–555. https://doi.org/10.1016/j.jretai.2012.08.001

Malik, A., Pasigai, M. A., & Indrayani, S. (2024). The influence of promotion and service facilities on tourist satisfaction on Punjabu Hill, Buntu Buangin Village, Pitu Riase District, Sidenreng Rappang Regency. International Journal of Economic Research and Financial Accounting (IJERFA), 2(4), 914–923. https://doi.org/10.55227/ijerfa.v2i4.143

Martín, H. S., & del Bosque, I. A. R. (2008). Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation. Tourism Management, 29(2), 263–277. https://doi.org/10.1016/j.tourman.2007.03.012

Maulidiyah, I. A., & AS, F. (2024). Peran media sosial dan citra destinasi terhadap kepuasan wisatawan melalui keputusan berkunjung pada Desa Wisata Kabupaten Sampang. Jurnal Bina Manajemen, 12(2), 83–105. https://doi.org/10.52859/jbm.v12i2.570

Milala, B. J. S., & Fakhri, M. (2022). Analisis pengaruh promosi dan kualitas pelayanan terhadap kepuasan pelanggan pada objek wisata puncak gundaling di Kabupaten Karo. Jurnal Ilmiah Akuntansi Dan Keuangan, 5(3), 1360–1367. https://doi.org/10.32670/fairvalue.v5i3.2417

Moore, K., Smallman, C., Wilson, J., & Simmons, D. (2012). Dynamic in-destination decision-making: An adjustment model. Tourism Management, 33(3), 635–645. https://doi.org/10.1016/j.tourman.2011.07.005

Mudana, I. W. M., Sinaga, F., Suarja, I. K., & Surata, I. K. (2025). Preserving local culture as a strategy for sustainable tourism in Bali. Journal of Commerce, Management, and Tourism Studies, 4(3), 450–459. https://doi.org/10.58881/jcmts.v4i3.393

Muharis, Taufik, M., & Kencana, N. C. (2025). Implicature of smart tourism in enhancing the reputation of tourism destinations. ARMADA : Jurnal Penelitian Multidisiplin, 3(7), 240–248. https://doi.org/10.55681/armada.v2i6.1681

Oktavia, R. C. D., Nurbaeti, Ratnaningtyas, H., & Rachmadhita, M. A. (2023). The influence of TikTok and destination image on the decision to visit Taman Impian Jaya Ancol post-pandemic and visitor satisfaction. Business and Management Research, 149–157. https://doi.org/10.2991/978-94-6463-296-5_20

Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.2307/3150499

Palazon, M., & Delgado-Ballester, E. (2009). Effectiveness of price discounts and premium promotions. Psychology & Marketing, 26(12), 1108–1129. https://doi.org/10.1002/mar.20315

Pike, S., & Ryan, C. (2004). Destination positioning analysis through a comparison of cognitive, affective, and conative perceptions. Journal of Travel Research, 42(4), 333–342. https://doi.org/10.1177/0047287504263029

Pizam, A., & Milman, A. (1993). Predicting satisfaction among first time visitors to a destination by using the expectancy disconfirmation theory. International Journal of Hospitality Management, 12(2), 197–209. https://doi.org/10.1016/0278-4319(93)90010-7

Prabawa, I. W. S. W., Suwintari, I. G. A. E., Semara, I. M. T., Effendie, M. W., & Ratih, P. (2025). Tourist’s bizarre behaviors in Bali: Deconstruction of irritation index theory from Gen Z perspective. Pusaka: Journal of Tourism, Hospitality, Travel and Business Event, 7(1), 348–357. https://doi.org/10.33649/pusaka.v6i2.464

Qu, H., Kim, L. H., & Holly, H. I. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32(3), 465–476. https://doi.org/10.1016/j.tourman.2010.03.014

Rasoolimanesh, S. M., Roldán, J. L., Jaafar, M., & Ramayah, T. (2017). Factors influencing residents’ perceptions toward tourism development: Differences across rural and urban World Heritage Sites. Journal of Travel Research, 56(6), 760–775. https://doi.org/10.1177/0047287516662354

Ringle, C. M., Sarstedt, M., Mitchell, R., & Siegfried, P. (2018). Partial least squares structural equation modeling in HRM research. The International Journal of Human Resource Management, 31(12), 1617–1643. https://doi.org/10.1080/09585192.2017.1416655

Riyadi, S., & Nurmahdi, A. (2022). The effect of destination image, electronic word of mouth and service quality on visiting decisions and their impact on revisit interest. Journal Research of Social Science, Economics, and Management, 1(9), 1244–1263. https://doi.org/10.36418/jrssem.v1i9.141

Sarstedt, M., Hair, J. F., Cheah, J., Becker, J., & Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian Marketing Journal, 27(3), 1–15. https://doi.org/10.1016/j.ausmj.2019.05.003

Sinha, S. K., & Verma, P. (2020). Impact of sales promotion’s benefits on perceived value: Does product category moderate the results? Journal of Retailing and Consumer Services, 52(1). https://doi.org/10.1016/j.jretconser.2019.101887

Sirakaya, E., & Woodside, A. G. (2005). Building and testing theories of decision making by travellers. Tourism Management, 26, 815–832. https://doi.org/10.1016/j.tourman.2004.05.004

Song, H., van der Veen, R., Li, G., & Chen, J. L. (2012). The Hong Kong tourist satisfaction index. Annals of Tourism Research, 39(1), 459–479. https://doi.org/10.1016/j.annals.2011.06.001

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(4), 40–60. https://doi.org/10.1016/j.tourman.2015.09.006

Tedjakusuma, A. P., Retha, N. K. M. D., & Andajani, E. (2023). The effect of destination image and perceived value on tourist satisfaction and tourist loyalty of Bedugul Botanical Garden, Bali. BASKARA: Journal of Business and Entrepreneurship, 6(1), 85–99. https://doi.org/10.54268/baskara.v6i1.18683

Utama, I. G. B. R. (2016). Destination image of Bali based on the push motivational factors, identity, and destination creations in the perspective of foreign senior tourists. Jurnal Manajemen Dan Kewirausahaan, 18(1), 16–24. https://doi.org/10.9744/jmk.18.1.16

Utama, I. G. B. R. (2018). Perception of European tourist toward Bali as tourism destination. Jurnal Manajemen Dan Kewirausahaan, 20(1), 1–6. https://doi.org/10.9744/jmk.20.1.1

Wang, X., Wang, X., & Lai, I. K. W. (2023). The effects of online tourism information quality on conative destination image: The mediating role of resonance. Frontiers in Psychology, 14(3), 1–12. https://doi.org/10.3389/fpsyg.2023.1140519

Wengel, Y., Ma, L., Ma, Y., Apollo, M., Maciuk, K., & Ashton, A. S. (2022). The TikTok effect on destination development: Famous overnight, now what? Journal of Outdoor Recreation and Tourism, 37, 1–6. https://doi.org/10.1016/j.jort.2021.100458

Xiang, Z., Magnini, V. P., & Fesenmaier, D. R. (2015). Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet. Journal of Retailing and Consumer Services, 22(1), 244–249. https://doi.org/10.1016/j.jretconser.2014.08.005

ZA, S. Z., & Tricahyadinata, I. (2025). Relevance for tourist visiting decisions–destination branding vs destination image: Case study from Lariti Beach, Bima Regency. Turyzm/Tourism, 35(1), 111–121. https://doi.org/10.18778/0867-5856.2025.15

Žabkar, V., Brenčič, M. M., & Dmitrovic, T. (2010). Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level. Tourism Management, 31(4), 537–546. https://doi.org/10.1016/j.tourman.2009.06.005