Managing Conservations Value to Enhance Tourist Electronic Word of Mouth for Rural Tourism Destinations


  • Johannes Johannes Fakultas Ekonomi, Universitas Jambi
  • Deci Fachrosi Jambi University



Destination Managers, Experiential Marketing, e-WOM, Conservation Value


Over the past few years, Indonesia has made various efforts to increase tourist visits. This study aims to examine the effect of experiential marketing on conservation value, the effect of experiential marketing on e-WoM (electronic Word of Mouth), and the mediating effect of customer value on the relationship between experiential marketing and e-WoM in rural conservation destinations. Hence, a survey was conducted to 125 visitors with structured questions and used PLS to reveal the relationship between experiential marketing on e-Wom, where customer conservation value has a mediation function. Thus, customers’ conservation value will contribute to the marketing of rural tourism destinations. The results showed that experiential marketing positively and significantly affects conservation value, but it does not directly affect e-Wom unless mediated by customer conservation value. Therefore, this study suggests that destination managers and tourist guides maintain and continue improving the tourist experience and add conservation attributes to the destination. So, the tourist will comprehend the attributes through their online device. In doing so, they will be involved in marketing activities with e-WoM as the destination marketer’s partner.

Author Biography

Deci Fachrosi, Jambi University



Arintoko, A., Ahmad, A. A., Gunawan, D. S., & Supadi, S. (2020). Community-based tourism village development strategies: A case of Borobudur tourism village area, Indonesia. Geo Journal of Tourism and Geosites, 29(2), 398-413.

Che, C., Koo, B., Wang, J., Ariza-Montes, A., Vega-Muñoz, A., & Han, H. (2021). Promoting rural tourism in inner mongolia: Attributes, satisfaction, and behaviors among sustainable tourists. International Journal of Environmental Research and Public Health, 18(7), 3788.

Felix, E. (2015). Marketing Challenges of Satisfying Consumers Changing Expectations and Preferences in a Competitive Market. International Journal of Marketing Studies, 7(5), 41–52.

Fesenmaier, D. R. (2017). Design Science in tourism. In Design Science in Tourism: Foundations of Destination Management. Springer.

Ginting, I. A., Patana, P., & Rahmawati. (2013). Assessment and development of object potency and pull factor of ecotourism at Sibolangit Recreational Park. Peronema Forestry Science Journal, 2(1), 74–81.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. (2019). Multivariate data analysis. Cengage. Hampshire, United Kingdom.

Johannes, Yacob, S., Paul, J., & Pasaribu, K. (2022). Examining the behavioral intentions of tourism destination communities: A critical approach to smart rural tourism information system. Research in Business & Social Science, 11(2), 329–335.

Khan, G. F., Sarstedt, M., Shiau, W., Hair, J. F., Ringle, C. M., & Martin, P. (2019). Methodological research on partial least squares structural equation modeling (PLS-SEM ): An analysis based on social. Internet Research: Electronic Networking Applications and Policy, 29(3), 407-429.

Komppula, R. (2005). Pursuing Costumer Value in Tourism - A Rural Tourism Case- Study. Journal of Hospitality & Tourism, 3(2), 83–104.

Kotler, P., & Keller, K. (2021). Marketing management, 15th global edition. Pearson Education Limited.

Kurniawan, F., Adrianto, L., Bengen, D. G., & Prasetyo, L. B. (2019). The social-ecological status of small islands: An evaluation of island tourism destination management in Indonesia. Tourism Management Perspectives, 31(April), 136–144.

Le Dung, S. N. G. L. (2018). Applying experiential marketing in selling tourism dreams. Journal of Travel & Tourism Marketing, 29 Oct 2018, 1–16.

Liu, C. L., Zhang-Zhang, Y., & Ghauri, P. N. (2020a). The influence of internet marketing capabilities on international market performance. International Marketing Review, 37(3), 447–469.

Liu, H., Fu, Y., & He, H. (2020). The mechanism of the effects of experiential marketing on urban consumers’ well-being. Complexity, 2020.

Mai, H. T. X., & Olsen, S. O. (2013). Consumer participation in virtual communities: The role of personal values and personality. Journal of Marketing Communications, October 2014, 1–21.

Matarazzo, M., Penco, L., Profumo, G., & Quaglia, R. (2021). Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective. Journal of Business Research, 123, 642-656.

Matviyenko, N., & Oklovych, I. (2018). Rural Tourism: The Essence and Aspects of Concepts and Terminology. Ekonomichna Ta Sotsialna Geografiya, 80, 28-32

Minkiewicz, J., Evans, J., & Bridson, K. (2014). How do consumers co-create their experiences? An exploration in the heritage sector. Journal of Marketing Management, 30(1-2), 30-59.

Nunan, D., Malhotra, N. K., & Birks, D. F. (2020). Marketing research: Applied insight. Pearson UK.

Nurhaipah, T. (2019). Komunikasi E-WOM Pariwisata Kabupaten Majalengka di Media Sosial Instagram Melalui #Majalengkahits. Jurnal Ilmu Politik Dan Komunikasi, IX(2), 44-55.

Orr, S. A., Richards, J., & Fatorić, S. (2021). Climate change and cultural heritage: A systematic literature review (2016–2020). The Historic Environment: Policy & Practice, 12(3-4), 434-477.

Rather, R. A. (2020). Customer experience and engagement in tourism destinations: the experiential marketing perspective. Journal of Travel and Tourism Marketing, 37(1), 15–32.

Republik Indonesia. (2009). UU No. 10 2009 Tentang Kepariwisataan.

Rihova, I., Buhalis, D., Moital, M., & Gouthro, M. B. (2015). Conceptualising customerâ€toâ€customer value coâ€creation in tourism. International Journal of Tourism Research, 17(4), 356-363.

Rosalina, P. D., Dupre, K., & Wang, Y. (2021). Rural tourism: A systematic literature review on definitions and challenges. Journal of Hospitality and Tourism Management, 47, 134-149.

Rosita, S., Simatupang, J., Bhayangkari, S. K. W., Titinifita, A., & Hasbullah, H. (2020). Menggali keunikan desa mewujudkan desa wisata di Desa Jernih Jaya Kabupaten Kerinci. Jurnal Karya Abdi Masyarakat, 4(3), 426-435.

Saarinen, J. (2016). Wilderness use, conservation and tourism: what do we protect and for and from whom?. Tourism Geographies, 18(1), 1-8.

Schmitt, B. (2011). Experience marketing : concepts, frameworks and consumer insights. Foundations and Trends in Marketing, 5(2), 55–112.

Soehadi, A. W. & Ardianto, E. (2019). The role of participation in memorable tourism experience: a comparative case of cap go meh festival and linggarjati festival in Indonesia. Journal of Economics, Business, & Accountancy Ventura, 22(1), 99-114.

Urdea, A.-M., & Constantin, C. P. (2021). Experts’ perspective on the development of experiential marketing strategy: Implementation steps, benefits, and challenges. Journal of Risk and Financial Management, 14(10), 502.

Wulan, C., Albayudi, & Lidiarti, T. (2019). Analisis potensi ekowisata di Kawasan Rawa Bento Kabupaten Kerinci. Jurnal Silva Tropika, 3(1), 2615–8353.

Yacob, S., Johannes, J., & Qomariyah, N. (2019). Does Destination Attractiveness and Destination Image Create Increase of Visiting Intention in Indonesia Rural Tourism? Sriwijaya International Journal of Dynamic Economics and Business, 3(2), 122.

Yu, X., & Yuan, C. (2019). How consumers’ brand experience in social media can improve brand perception and customer equity. Asia Pacific Journal of Marketing and Logistics, 31(5), 1233–1251.

Zena, P. A., & Hadisumarto, A. D. (2013). The study of relationship among experiential marketing, service quality, customer satisfaction, and customer loyalty. ASEAN Marketing Journal, 4(1), 37–46.




How to Cite

Johannes, J., & Fachrosi, D. (2022). Managing Conservations Value to Enhance Tourist Electronic Word of Mouth for Rural Tourism Destinations. Journal of Economics, Business, and Accountancy Ventura, 25(2), 162–170.