AI-Based E-Tourism Marketing, Electronic Word of Mouth, and Destination Image in Shaping Sustainable Tourist Loyalty: Evidence from Rural Tourism in Indonesia
This study examines the role of artificial intelligence (AI)-based e-tourism marketing and electronic word of mouth (e-WOM) in shaping destination image and sustainable tourist loyalty in rural tourism. Using a quantitative approach with data collected from 290 respondents, this study applies Structural Equation Modeli...