The Role of Perceived Authenticity of Local Wisdom in Shaping Destination Image and Prospective Tourists' Travel Intention toward Cultural Tourism Destinations in Madura

Raden Khaeru Ahmadi; Martaleni; Dwi Orbaningsih; M. Jamal  Abdul Nasir

doi:10.59890/ijir.v4i6.193

Authors

Raden Khaeru Ahmadi KH. Bahaudin Mudhary University of Madura
Martaleni Gajayana University, Malang
Dwi Orbaningsih Gajayana University, Malang
M. Jamal Abdul Nasir Gajayana University, Malang

DOI:

https://doi.org/10.59890/ijir.v4i6.193

Keywords:

Perceived Authenticity of Local Wisdom, Destination Image, Intention, Cultural Tourism, Madura

Abstract

This study aims to analyze the influence of perceived authenticity of local wisdom on destination image and travel intention among prospective tourists toward cultural tourism destinations in Madura and to examine the mediating role of destination image in this relationship. A quantitative approach with a survey design was employed involving prospective tourists from outside Madura who had never visited tourism destinations in the region. Data were collected through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that perceived authenticity of local wisdom has no significant effect on either travel intention or destination image. In contrast, destination image has a positive and significant effect on prospective tourists’ travel intention. Furthermore, destination image does not mediate the relationship between perceived authenticity of local wisdom and travel intention. These findings suggest that the cultural authenticity of Madura has not yet been effectively transformed into a strong destination image capable of stimulating tourists’ intention to visit. Therefore, strengthening destination branding, digital storytelling, and experience-based cultural tourism development is essential to enhance the attractiveness and competitiveness of cultural tourism destinations in Madura

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