Impact of Influencer Marketing and Electronic Word of Mouth on Brand Awareness of Inclusive Tourism Destinations in Indonesia

Universitas Bina Sarana Informatika, Indonesia

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Abstract

This study examines the influence of influencer marketing and electronic word of mouth (E-WOM) on brand awareness of inclusive tourism destinations in Indonesia. Using an explanatory quantitative method, data were collected via an online survey targeting 102 Indonesian social media users who follow tourism related influencer content. The results of multiple linear regression analysis show that both influencer marketing and E-WOM significantly affect brand awareness, with E-WOM demonstrating a stronger influence. The study reveals that 52.3% of the variation in brand awareness can be explained by the two variables. These findings emphasize the strategic role of digital communication especially peer generated content in shaping consumer perceptions of inclusive tourism. The research contributes to the literature by bridging the gap between inclusive tourism advocacy and digital marketing practices and offers actionable insights for policymakers and industry stakeholders seeking to promote tourism destinations that are accessible and socially inclusive.