AI-Based E-Tourism Marketing, Electronic Word of Mouth, and Destination Image in Shaping Sustainable Tourist Loyalty: Evidence from Rural Tourism in Indonesia

Abstract

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 Modeling (SEM-PLS) to analyze the relationships among variables. The findings reveal that AI-based e-tourism marketing and e-WOM significantly influence destination image, which in turn has a strong effect on sustainable tourist loyalty. In addition, both AI-based marketing and e-WOM directly affect loyalty, although their indirect effects through destination image are stronger. These results highlight the critical role of perception formation in digital tourism marketing. The study contributes to the literature by integrating technological, social, and perceptual dimensions into a unified framework and introducing sustainable tourist loyalty as a long-term outcome. Practically, the findings provide insights for tourism stakeholders in developing adaptive digital marketing strategies to enhance competitiveness and sustainability in rural tourism.