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

Etvin Rizal Tamher () and Ervan Togatorop
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Etvin Rizal Tamher: Hasanuddin University
Ervan Togatorop: Pattimura University

A chapter in Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), 2026, pp 787-797 from Springer

Abstract: 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

Keywords: Banda Neira; Cultural Legacy; Online Marketing; Destination Perception; Visitor Contentment (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6239-709-5_54

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DOI: 10.2991/978-94-6239-709-5_54

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