Trust as a mediating effect of social media marketing, experience, destination image on revisit intention in the COVID-19 era

Abstract

The Covid-19 pandemic has a huge impact on the economy, which causes a substantial decline in the tourism sector. On the other hand, the detrimental impact of proactive measures taken to control the Covid-19 pandemic has had a negative impact on all industries around the world including tourism. Therefore, the purpose of this study is to learn on how trust can have an impact on the intention to revisit during the Covid-19 pandemic. The study uses 125 respondents from domestic tourists who visited Bali during the Covid-19 pandemic and had come to Bali before the Covid-19 pandemic. The study uses PLS as a statistical analysis. Our survey shows that while destination image influences intention, it does not have any meaningful effect on trust. Also, trust influences on intention, and experience influences positively on both trust and intention. In our survey, while social media marketing influences significantly on intention, it has no meaningful effect on trust.