TRANSFORMASI DIGITAL DAN INOVASI LAYANAN DALAM PARIWISATA: ANALISIS PENGARUHNYA TERHADAP NIAT BERPERILAKU WISATAWAN MELALUI ENGAGEMENT DAN PENGALAMAN, DITINJAU DARI PERSPEKTIF GENDER DAN USIA
Main Article Content
I Made Darsana
Nyoman Surya Wijaya
This study examines the influence of Information and Communication Technology (ICT) and tourism service innovation on tourists’ behavioral intention, with engagement and experience serving as mediating variables. Using a quantitative survey approach, data were collected from 453 tourists visiting various destinations in Bali and analyzed through Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that ICT has a positive and significant effect on both tourist engagement and experience. Tourism service innovation also significantly enhances engagement and behavioral intention. Engagement positively influences tourist experience, while both engagement and experience significantly predict behavioral intention, including revisit intention and destination recommendation. These results highlight the crucial role of ICT and service innovation in shaping high-quality tourism experiences, strengthening emotional engagement, and fostering positive behavioral intentions. The study offers strategic implications for destination managers to optimize technological adoption, enhance service innovation, and create authentic, value-rich tourist experiences that support tourism competitiveness and sustainability.
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