Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)

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

Authors
Etvin Rizal Tamher1, *, Ervan Togatorop2
1Hasanuddin University, Makassar, Indonesia
2Pattimura University, Ambon, Indonesia
*Corresponding author. Email: tamherer24a@student.unhas.ac.id
Corresponding Author
Etvin Rizal Tamher
Available Online 20 June 2026.
DOI
10.2991/978-94-6239-709-5_54How to use a DOI?
Keywords
Banda Neira; Cultural Legacy; Online Marketing; Destination Perception; Visitor Contentment
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 < 0.001) and digital marketing exposure (β = 0.38, p = 0.002) positively influenced destination image, which in turn enhanced tourist satisfaction (β = 0.51, p < 0.001) and revisit intention (β = 0.47, p < 0.001). Qualitative findings highlight the role of community participation and heritage storytelling in sustaining authenticity. This study validates the Expectancy-Value Theory and Resource-Based View, showing that unique heritage resources become competitive advantages when strategically amplified through digital means. These insights provide both theoretical contributions and practical implications for strengthening remote heritage destinations.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
20 June 2026
ISBN
978-94-6239-709-5
ISSN
2352-5428
DOI
10.2991/978-94-6239-709-5_54How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Etvin Rizal Tamher
AU  - Ervan Togatorop
PY  - 2026
DA  - 2026/06/20
TI  - Cultural Heritage Authenticity and Digital Marketing: Enhancing Destination Image and Tourist Intention in Banda Neira
BT  - Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
PB  - Atlantis Press
SP  - 787
EP  - 797
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-709-5_54
DO  - 10.2991/978-94-6239-709-5_54
ID  - Tamher2026
ER  -