Digital marketing and destination popularity in rural tourism

This study examines how social media marketing, search engine optimization (SEO), and content marketing relate to rural destination popularity through visitor satisfaction and electronic word-of-mouth (eWOM). Survey data from 300 visitors in Yogyakarta, Indonesia, were analysed using partial least squares structural equation modelling. All three strategies were positively associated with visitor satisfaction and eWOM, which were positively related to destination popularity. Visitor satisfaction mediated all three relationships, whereas eWOM mediated the effects of SEO and content marketing but not social media marketing. External factors did not significantly moderate the effects of visitor satisfaction or eWOM on destination popularity. This study provides empirical evidence that digital marketing strategies operate through distinct evaluative and online advocacy pathways in Indonesian rural tourism.