Social Media Marketing and Cultural Experience Driving Revisit Intention: An SOR Perspective
DOI:
https://doi.org/10.31603/conference.17307Keywords:
social media marketing, cultural experience, intention to revisit, cultural festival, SORAbstract
Seasonal cultural tourism often attracts large numbers of visitors during events but faces challenges in fostering long-term tourist loyalty. This study investigates the effect of Social Media Marketing (SMM) on Revisit Intention through the mediating role of Cultural Experience based on the Stimulus–Organism–Response (SOR) framework. A survey was conducted among 156 domestic tourists who had attended the Wonosobo Hot Air Balloon Festival using purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that SMM significantly influences Cultural Experience, while Cultural Experience positively affects Revisit Intention. Furthermore, Cultural Experience significantly mediates the relationship between SMM and Revisit Intention, whereas the direct effect of SMM on Revisit Intention is insignificant. These findings extend SOR theory by identifying Cultural Experience as the primary mechanism through which digital marketing promotes sustainable revisit intention in seasonal cultural tourism.
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