Destination Image: A Key Determinant of Tourist Intention to Visit Greater Madura

Abstract

This study aims to examine the contradictions of tourism in Greater Madura, a region rich in local wisdom yet still recording low tourist arrivals compared to other regions in East Java. Using a quantitative approach with 255 prospective tourists, this study tests an integrative model that positions destination image as a mediating variable for the influence of local wisdom, social media marketing, and attractiveness on visit intentions. The research findings revealed a critical fact in the form of a "broken link" in the local wisdom variable, where Madurese cultural values were proven to fail to have a significant influence on either the formation of destination image or direct visit intention. Furthermore, it was found that social media marketing was unable to trigger a visit decision without first strengthening the destination image. These results emphasize that cultural authenticity alone is not enough; instead, a reactualization of digital narratives and aggressive reputation management are needed to convert latent potential into concrete visit decisions.