The Relationship Between Digital Marketing and Tourist’s Revisit Intention: The Moderating Impact of Novelty-Seeking
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Universiti Malaysia Sarawak (UNIMAS)
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This study examines the impact of digital marketing on tourist revisit intention in Sarawak, Malaysia, focusing on five dimensions: Online Information Quality (OIQ), User-Friendly Accessibility (UFA), Digital Marketing Interaction (DMI), eWOM, and Customization, while also assessing the moderating role of Novelty-Seeking. Analyzing data from 157 tourists via PLS-SEM, the study found that OIQ, eWOM, and Customization significantly and positively predict revisit intention. Notably, DMI had a negative impact, while UFA was insignificant. Contrary to expectations, Novelty-Seeking positively strengthened the effect of OIQ on revisit intention, indicating high-quality information is especially vital for attracting this segment. The results highlight the need for marketers to deliver high-quality, personalized content while carefully managing direct online engagement to foster repeat tourism.