Value-Based Digital Branding and Tourist Visit Intention: The Role of Brand Authenticity and Brand Engagement

Aminudin Azis; Ina Syarifah; Bias Nur Elmira

doi:10.55927/mudima.v6i3.20

Authors

Aminudin Azis Madiun State Polytechnic
Ina Syarifah Madiun State Polytechnic
Bias Nur Elmira Madiun State Polytechnic

DOI:

https://doi.org/10.55927/mudima.v6i3.20

Keywords:

Value-Based Digital Branding, Brand Authenticity, Brand Engagement, Value Perception, Visit Intention

Abstract

Culture-based tourism has become an important strategy in strengthening local identity while promoting regional economic development. In the digital era, communication of cultural values through digital platforms plays an important role in building an authentic destination image and attracting tourists. This study aims to analyze the effects of value-based digital branding on brand authenticity, brand engagement, value perception, and visit intention at the Punden Sari tourism destination in Madiun, Indonesia. This research used a quantitative explanatory approach with a survey method. Data were collected via online questionnaires distributed to 165 respondents who had visited or been exposed to digital promotional content about the destination. Data were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS. The results indicate that value-based digital branding significantly influences brand authenticity, brand engagement, value perception, and visit intention. In addition, brand authenticity and brand engagement act as mediating variables, strengthening the relationship between digital branding strategies and tourist behavioural intentions. The findings highlight the importance of communicating local cultural values through digital branding strategies to enhance perceived value and attract more tourists

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