The effect of integrated marketing communication on visitor value and its impact on intention to revisit tourist villages: The moderating effect of propensity to travel.

The main objective of this study is to investigate the effect of integrated marketing communication as an exogenous variable on tourist intention to revisit as an endogenous variable. The researcher also identified visitor value and propensity to travel variables as intervening and moderating variables, respectively, in addition to these two variables. This research applies a descriptive quantitative approach, with Structural Equation Model-Partial Least Square (SEMPLS) as the data analysis technique. All tourists who visited Toddopulia Tourist Village, Patin Village, Nglurah, Pela, Batu Layang, Sumberbulu, and Pentingsari were included in this study. While the non-probability sampling technique used in this study is stratified purposive sampling. According to the findings of this study, the majority of the hypotheses had a positive or influential relationship. This phenomenon is also supported by a number of references from previous studies. Some of these findings suggest that tourism villages differ significantly from tourism products or other tourist destinations. Due to the wide range of characteristics of tourist villages in Indonesia, one of the study's limitations is the limited sample size. As a result, larger sample size research is expected to be carried out in future studies. The study's findings are also expected to be used as a reference by various tourism village stakeholders, including the government, local communities, tourism village managers, and academics, in developing an integrated marketing strategy. [ABSTRACT FROM AUTHOR]