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Cultural Heritage Authenticity and Digital Marketing: Enhancing Destination Image and Tourist Intention in Banda Neira

In: Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)

Author

Listed:
  • Etvin Rizal Tamher

    (Hasanuddin University)

  • Ervan Togatorop

    (Pattimura University)

Abstract

Banda Neira, once a global hub of the nutmeg trade, holds exceptional cultural and historical assets. However, its potential as a heritage tourism destination is constrained by limited accessibility and poor digital promotion. This study examines how heritage authenticity and digital marketing shape destination image and how these factors affect tourist satisfaction and intention to revisit. A combination of methods was used in this study. Quantitative data were gathered from 150 tourists through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). In addition, 12 semi-structured interviews were conducted with local stakeholders and analyzed thematically. Heritage authenticity (β = 0.44, p

Suggested Citation

  • Etvin Rizal Tamher & Ervan Togatorop, 2026. "Cultural Heritage Authenticity and Digital Marketing: Enhancing Destination Image and Tourist Intention in Banda Neira," Advances in Economics, Business and Management Research, in: Mursalim Nohong & Rianda Ridho Hafizh Thaha & Muhammad Try Dharsana & Andi Tenri Harahap & Fakhrul I (ed.), Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), pages 787-797, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-709-5_54
    DOI: 10.2991/978-94-6239-709-5_54
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