Sustainable Marketing Framework for Strengthening Consumer Trust and Visit Intention in Kebumen Tourism
This conceptual study develops an integrative framework linking digital experience quality, AI-personalization, sustainability communication, and social proof to destination image and visit intention, mediated by consumer trust in technology. Anchored in sustainable marketing theory, the framework a...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | en en |
| Published: |
INTI International University
2026
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/2308/1/jobss2026_01.pdf http://eprints.intimal.edu.my/2308/2/862 http://eprints.intimal.edu.my/2308/ http://ipublishing.intimal.edu.my/jobss.html |
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| Summary: | This conceptual study develops an integrative framework linking digital experience quality, AI-personalization, sustainability communication, and social proof to destination image and visit intention, mediated by consumer trust in technology. Anchored in sustainable marketing theory, the framework addresses the fragmented treatment of digital innovation and sustainability in tourism literature by uniting these dimensions into a cohesive structure. The study positions digital trust and sustainability narratives as pivotal elements in shaping tourists’ behavioral intentions through trust-building and image enhancement mechanisms. Kebumen a newly recognized UNESCO Global Geopark in Central Java, serves as the contextual foundation, offering a unique blend of ecological, cultural, and digital potential that remains underrepresented in global tourism research. This context strengthens the theoretical novelty and practical relevance of the framework, particularly for emerging destinations seeking to balance innovation with authenticity. By proposing ten testable propositions and clarifying the mediating roles of digital trust and destination image, this paper contributes to theory-building in sustainable marketing and smart tourism. It further encourages empirical validation through structural equation modeling (SEM), comparative regional studies, and the application of digital tools for destination branding. The insights generated support destination managers and policymakers aiming to enhance competitiveness through integrated digital-sustainability strategies. |
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