The Influence of Souvenir Shopping and Destination Image on Digital Advocacy Behavior Through Tourist Satisfaction in Magetan District, Indonesia

Abstract

Introduction: This research aims to analyze tourist behavior after visiting tourist destinations in the Magetan district, namely how satisfaction can encourage tourists to advocate for others through digital devices and social media. Theoritical Reference This research uses consumer behavior theory, the Theory of Reasoned Action (TRA), and the Theory of Planned Behavior (TPB) as grand theories. This research is quantitative research with a survey method. Research variables studied Souvenir Shopping, Destination Image, Tourist Satisfaction, and Digital Advocacy Behavior. Method: Research variables studied Souvenir Shopping, Destination Image, Tourist Satisfaction, and Digital Advocacy Behavior. The population is all visitors to tourist destinations in Magetan Regency, a sample of which was taken as many as 267. The research hypotheses are 5 direct influences and 2 mediating influence hypotheses. Data testing uses Path Analysis and Sobel Test. Results and discussion: The research results show that first, the Souvenir Shopping and Destination Image variables partially influence Tourist Satisfaction. Second, the variables Souvenir Shopping, Destination Image, and Tourist Satisfaction also partially influence Digital Advocacy Behavior. Third, the Tourist Satisfaction variable can mediate the influence of the Souvenir Shopping and Destination Image variables on Digital Advocacy Behavior. Conclusion: What can be concluded from this research is that both satisfaction and dissatisfaction with tourist visits, the experience of shopping for souvenirs, and the experience of enjoying tourist destinations can encourage tourists who have visited tourist destinations in the Magetan district to advocate for other people so they are willing to visit. Managers of tourist destinations in Magetan need to maintain and develop the image of tourist destinations by creating new concepts and maintaining the uniqueness and convenience of shopping for souvenirs so that publicity by tourists through Digital Advocacy always increases.