Sustainable Marketing Framework for Strengthening Consumer Trust and Visit Intention in Kebumen Tourism
DOI:
https://doi.org/10.61453/jobss.v20260101Keywords:
Consumer Behavior, Sustainable marketing, Digital experience, Consumer trust, Destination image, Visit intention, Kebumen tourism, IndonesiaAbstract
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.
References
Aboalganam, K. M., AlFraihat, S. F., & Tarabieh, S. (2025). The impact of user-generated content on tourist visit intentions: The mediating role of destination imagery. Administrative Sciences, 15(4), 117. https://doi.org/10.3390/admsci15040117
Anaya-Sánchez, R., Rejón-Guardia, F., & Molinillo, S. (2024). Impact of virtual reality experiences on destination image and visit intentions: The moderating effects of immersion, destination familiarity and sickness. International Journal of Contemporary Hospitality Management, 36(11), 3607–3627. https://doi.org/10.1108/IJCHM-09-2023-1488
Aransyah, M. F., Hermanto, B., Muftiadi, A., & Oktadiana, H. (2025). Exploring sustainability oriented innovations in tourism: Insights from ecological modernization, diffusion of innovations, and the triple bottom line. Cogent Social Sciences, 11(1), 2447396. https://doi.org/10.1080/23311886.2024.2447396
Bernard, S., Rahman, I., & Douglas, A. (2024). Sustainability communication in hotels: The role of cognitive linguistics. Journal of Hospitality & Tourism Research, 48(4), 741–756. https://doi.org/10.1177/10963480231158757
Bhattacharyya, J., Balaji, M., & Jiang, Y. (2024). Assessing the effectiveness of environmental sustainability performance communication in tourism: Mediation and moderation effects. Journal of Travel Research, 63(8), 1933–1952. https://doi.org/10.1177/00472875231206548
Buvaneswari, P. (2024). Sustainable Marketing: Insights on Current and Future Research Directions-A Bibliometric Analysis. Journal of Business & Tourism, 10(02), 1–21. https://doi.org/10.34260/jbt.v10i02.298
Chang, W., Li, H., & Khan, W. A. (2025). Influencing eco-conscious travelers: The role of green marketing in promoting sustainable destinations. Acta Psychologica, 260, 105506. https://doi.org/10.1016/j.actpsy.2025.105506
Christou, E., Giannopoulos, A., & Simeli, I. (2025). The Evolution of Digital Tourism Marketing: From Hashtags to AI-Immersive Journeys in the Metaverse Era. Sustainability, 17(13), 6016. https://doi.org/10.3390/su17136016
Chrysafiadi, K., Kontogianni, A., Virvou, M., & Alepis, E. (2025). Enhancing User Experience in Smart Tourism via Fuzzy Logic-Based Personalization. Mathematics, 13(5), 846. https://doi.org/10.3390/math13050846
Confetto, M. G., Conte, F., Palazzo, M., & Siano, A. (2023). Digital destination branding: A framework to define and assess European DMOs practices. Journal of Destination Marketing & Management, 30, 100804. https://doi.org/10.1016/j.jdmm.2023.100804
De Mel, W. (2022). Influencer Marketing and Electronic Word of Mouth: A Methodological Review. https://www.researchgate.net/publication/366064395
Duan, Y., & Wu, J. (2024). Sport tourist perceptions of destination image and revisit intentions: An adaption of Mehrabian-Russell’s environmental psychology model. Heliyon, 10(11), e31810. https://doi.org/10.1016/j.heliyon.2024.e31810
Elshaer, I. A., Alyahya, M., Azazz, A. M. S., Ali, M. A. S., Fathy, E. A., Fouad, A. M., Soliman, S. A. E. M., & Fayyad, S. (2024). Building Digital Trust and Rapport in the Tourism Industry: A Bibliometric Analysis and Detailed Overview. Information, 15(10), 598. https://doi.org/10.3390/info15100598
Ferhataj, A., & Memaj, F. (2025). AI-DRIVEN PERSONALIZATION IN TOURISM: EXPLORING TOURIST BEHAVIOR, ETHICAL CONCERNS, WORKFORCE TRANSFORMATION, AND SKILL INTEGRATION. https://www.researchgate.net/publication/392819611
Frías-Jamilena, D. M., Polo-Pena, A. I., Peco-Torres, F., & Sabiote-Ortiz, C. M. (2024). Can co-creating a “slow destination” image boost sustainability? Journal of Destination Marketing & Management, 32, 100898. https://doi.org/10.1016/j.jdmm.2024.100898
Glassberg, I., Ilan, Y. B., & Zwilling, M. (2025). The key role of design and transparency in enhancing trust in AI-powered digital agents. Journal of Innovation & Knowledge, 10(5), 100770. https://doi.org/10.1016/j.jik.2025.100770
Guerreiro, Manuela, Guerreiro, M., Pinto, P., Universidade do Algarve, Ramos, C. M. Q., Universidade do Algarve, Matos, N., Universidade do Algarve, Golestaneh, H., Universidade do Algarve, Sequeira, B., Universidade do Algarve, Pereira, L. N., Universidade do Algarve, Agapito, D., Universidade do Algarve, Martins, R., Universidade do Algarve, Wijkesjö, M., & Universidade do Algarve. (2024). The online destination image as portrayed by the user-generated content on social media and its impact on tourists’ engagement. Tourism & Management Studies, 20(4), 1–15. https://doi.org/10.18089/tms.20240401
Guo, Y., Yu, M., & Zhao, Y. (2024). Impact of destination advertising on tourists’ visit intention: The influence of self-congruence, self-confidence, and destination reputation. Journal of Destination Marketing & Management, 31, 100852. https://doi.org/10.1016/j.jdmm.2023.100852
Hardcastle, K., Vorster, L., & Brown, D. M. (2025). Understanding Customer Responses to AI-Driven Personalized Journeys: Impacts on the Customer Experience. Journal of Advertising, 54(2), 176–195. https://doi.org/10.1080/00913367.2025.2460985
Hien, H. N., & Trang, P. H. (2024). Decoding smart tech’s influence on tourist experience quality. Asian Journal of Business Research Volume, 14(1), 97–119. https://doi.org/10.14707/ajbr.240167
Iki-indonesia.id. (n.d.). Ronda Penyu” – A Unique Conservation Adventure in Kebumen Geopark.
Indonesiayouthfoundation.org. (n.d.). Https://Indonesiayouthfoundation.Org/. https://indonesiayouthfoundation.org/unesco-adds-kebumen-and-meratus-as-new-global-geoparks/
Iswanto, D., Handriana, T., Rony, A. H. N., & Sangadji, S. S. (2024). Influencers in Tourism Digital Marketing: A Comprehensive Literature Review. International Journal of Sustainable Development and Planning, 19(2), 739–749. https://doi.org/10.18280/ijsdp.190231
Koo, I., Zaman, U., Ha, H., & Nawaz, S. (2025). Assessing the interplay of trust dynamics, personalization, ethical AI practices, and tourist behavior in the adoption of AI-driven smart tourism technologies. Journal of Open Innovation: Technology, Market, and Complexity, 11(1), 100455. https://doi.org/10.1016/j.joitmc.2024.100455
Lee, M., Lee, S. A., Shin, H. H., & Jeong, M. (2025). Revisiting and exploring trust in the digital era: Conceptualization and scale development of digital trust in hospitality and tourism. Information Technology & Tourism, 27(1), 125–155. https://doi.org/10.1007/s40558-024-00310-2
López Naranjo, A. L., Puente Riofrío, M. I., Carrasco Salazar, V. A., Erazo Rodríguez, J. D., & Buñay-Guisñan, P. A. (2025). Artificial intelligence in the tourism business: A systematic review. Frontiers in Artificial Intelligence, 8, 1599391. https://doi.org/10.3389/frai.2025.1599391
Marchi, V., Marasco, A., & Apicerni, V. (2023). Sustainability communication of tourism cities: A text mining approach. Cities, 143, 104590. https://doi.org/10.1016/j.cities.2023.104590
Mihalic, T. (2024). Trends in Sustainable Tourism Paradigm: Resilience and Adaptation. Sustainability, 16(17), 7838. https://doi.org/10.3390/su16177838
Nadee, W., Kaewkitipong, L., Ractham, P., & Sayruamyat, S. (2024). An Investigation of the Intention to Visit Smart Tourism Destinations: Domestic Travelers vs. International Travelers. Sustainability, 16(23), 10484. https://doi.org/10.3390/su162310484
Nieves-Pavón, S., López-Mosquera, N., & Sánchez González, M. J. (2025). The impact of technology risks and innovation on smart tourism destination management. Anatolia, 1–25. https://doi.org/10.1080/13032917.2025.2540840
Oesterreich, T. D., Anton, E., Hettler, F. M., & Teuteberg, F. (2024). What drives individuals’ trusting intention in digital platforms? An exploratory meta-analysis. Management Review Quarterly. https://doi.org/10.1007/s11301-024-00477-2
Pahrudin, P., Liu, L.-W., & Li, S.-Y. (2022). What is the role of tourism management and marketing toward sustainable tourism? A bibliometric analysis approach. Sustainability, 14(7), 4226. https://www.mdpi.com/2071-1050/14/7/4226
Rodrigues, S., Correia, R., Gonçalves, R., Branco, F., & Martins, J. (2023). Digital marketing’s impact on rural destinations’ image, intention to visit, and destination sustainability. Sustainability, 15(3), 2683. https://doi.org/10.3390/su15032683
Sabiote-Ortiz, C. M., Castaneda-García, J. A., & Frías-Jamilena, D. M. (2024). What shapes tourists’ visit intention in different stages of public health crises? The influence of destination image, information-literacy self-efficacy, and motivations. Journal of Destination Marketing & Management, 31, 100864. https://doi.org/10.1016/j.jdmm.2024.100864
Saini, H., Kumar, P., & Oberoi, S. (2023). Welcome to the destination! Social media influencers as cogent determinant of travel decision: A systematic literature review and conceptual framework. Cogent Social Sciences, 9(1), 2240055. https://doi.org/10.1080/23311886.2023.2240055
Saveljeva, J., & Volkova, T. (2025). A Survey on Digital Trust: Towards a Validated Definition. Digital, 5(2), 14. https://doi.org/10.3390/digital5020014
Shariffuddin, N. S. M., Azinuddin, M., Yahya, N. E., & Hanafiah, M. H. (2023). Navigating the tourism digital landscape: The interrelationship of online travel sites’ affordances, technology readiness, online purchase intentions, trust, and E-loyalty. Heliyon, 9(8). https://doi.org/10.1016/j.heliyon.2023.e19135
Sharma, A. K., & Sharma, R. (2025). Smart tourism in the digital age: Overcoming barriers and unlocking new possibilities. Revista de Gestão, 1–14. https://doi.org/10.1108/REGE-02-2025-0030
Singh, S., Lee, S., & Tsai, K. (2025). The impact of smart tourism technologies on engagement, experiences, and place attachment: A focused study with gamification as the moderator. Journal of Destination Marketing & Management, 36, 100997. https://doi.org/10.1016/j.jdmm.2025.100997
Spörl-Wang, K., Krause, F., & Henkel, S. (2025). Predictors of social media influencer marketing effectiveness: A comprehensive literature review and meta-analysis. Journal of Business Research, 186, 114991. https://doi.org/10.1016/j.jbusres.2024.114991
Sustacha, I., Banos-Pino, J. F., & Del Valle, E. (2023). The role of technology in enhancing the tourism experience in smart destinations: A meta-analysis. Journal of Destination Marketing & Management, 30, 100817. https://doi.org/10.1016/j.jdmm.2023.100817
Teepapal, T. (2025). AI-driven personalization: Unraveling consumer perceptions in social media engagement. Computers in Human Behavior, 165, 108549. https://doi.org/10.1016/j.chb.2024.108549
Torres-Pruñonosa, J., Batlle, A. A., De Esteban Curiel, J., & Díez-Martín, F. (2024). The intellectual structure of destination image research in tourism (2001–2023): Background, pre-pandemic overview, shifts during COVID-19 and implications for the future. Journal of Vacation Marketing, 30(1), 143–165. https://doi.org/10.1177/13567667231205065
Trang, N. T., Yoo, J. J.-E., Joo, D., & Lee, G. (2023). Incorporating senses into destination image. Journal of Destination Marketing & Management, 27, 100760. https://doi.org/10.1016/j.jdmm.2022.100760
Vlassi, E., Deirmentzoglou, G. A., & Irakleidi, E. (2024). Capturing Destination’s Cognitive and Affective Image on Social Media. The Case of Pafos, Cyprus. In A. Kavoura, T. Borges-Tiago, & F. Tiago (Eds.), Strategic Innovative Marketing and Tourism (pp. 19–28). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-51038-0_3
Wang, D. (2025). Examining the Effects of Potential Tourists’ Destination Familiarity on Destination Image and Travel Intention: A Mixed Approach of PLS-SEM and fsQCA. SAGE Open, 15(1), 21582440251319612. https://doi.org/10.1177/21582440251319612
Woosnam, K. M., Stylidis, D., & Ivkov, M. (2020). Explaining conative destination image through cognitive and affective destination image and emotional solidarity with residents. Journal of Sustainable Tourism, 28(6), 917–935. https://doi.org/10.1080/09669582.2019.1708920
Wu, Q. (2025). The Integration of AI-Powered Personalization and User-Generated Content in Global Digital Marketing. 168–174. https://doi.org/10.1145/3746972.3747000
Xiong, S., & Zhang, T. (2024). Enhancing tourist loyalty through location-based service apps: Exploring the roles of digital literacy, perceived ease of use, perceived autonomy, virtual-content congruency, and tourist engagement. Plos One, 19(1), e0294244. https://doi.org/10.1371/journal.pone.0294244
Yang, S., Isa, S. M., Yao, Y., Xia, J., & Liu, D. (2022). Cognitive image, affective image, cultural dimensions, and conative image: A new conceptual framework. Frontiers in Psychology, Volume 13-2022. https://doi.org/10.3389/fpsyg.2022.935814 https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.935814
Yap, Y.-Y., Tan, S.-H., Tan, B.-C., & Tan, S.-K. (2025). Smart tourism technologies and tourist satisfaction: A systematic literature review and research agenda. Acta Psychologica, 258, 105191. https://doi.org/10.1016/j.actpsy.2025.105191
Yin, J., Qiu, X., & Wang, Y. (2025). The Impact of AI-Personalized Recommendations on Clicking Intentions: Evidence from Chinese E-Commerce. Journal of Theoretical and Applied Electronic Commerce Research, 20(1), 21. https://doi.org/10.3390/jtaer20010021
Youssofi, A., Jeannot, F., Jongmans, E., & Dampérat, M. (2024). Designing the digitalized guest experience: A comprehensive framework and research agenda. Psychology & Marketing, 41(3), 512–531. https://doi.org/10.1002/mar.21929
Zeqiri, A., Ben Youssef, A., & Maherzi Zahar, T. (2025). The Role of Digital Tourism Platforms in Advancing Sustainable Development Goals in the Industry 4.0 Era. Sustainability, 17(8), 3482. https://doi.org/10.3390/su17083482
Zhang, Y., & Deng, B. (2024). Exploring the nexus of smart technologies and sustainable ecotourism: A systematic review. Heliyon, 10(11), e31996. https://doi.org/10.1016/j.heliyon.2024.e31996
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Journal of Business and Social Sciences
This work is licensed under a Creative Commons Attribution 4.0 International License.
