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Digital Nudging and Visit Intention Among Generation Z: Evidence from Scarcity and Urgency Cues in Kaba-Kaba Tourism Village, Bali

  • Ni Made Ayu Natih Widhiarini1*
  • Ida Ayu Etsa Pracintya2
  • I Komang Angga Tria Saputra3
1,2,3 Institut Pariwisata dan Bisnis Internasional
* Corresponding Author: Ni Made Ayu Natih Widhiarini

Abstract

Digital platforms increasingly shape destination discovery, but the effectiveness of behavioral cues may differ between commercial tourism products and community-based cultural destinations. This study examines the effects of Scarcity Nudge, Urgency Nudge, and Fear of Missing Out (FOMO) on Generation Z's Visit Intention toward Kaba-Kaba Tourism Village, Bali. Using a between-subject quasi-experimental design, 120 active social media users aged 18-29 who had never visited the village were exposed to neutral, scarcity-based, or urgency-based digital promotional content. The visual format and destination information were standardized, while the textual cue was varied across conditions. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Urgency Nudge had a positive and significant effect on Visit Intention (beta = 0.570, p < 0.001), whereas Scarcity Nudge (beta = 0.105, p = 0.315) and FOMO (beta = 0.121, p = 0.079) were not significant. FOMO also did not moderate either nudge-intention relationship. The findings show that Generation Z responded more strongly to credible time-bound opportunities than to limited-availability or social-pressure cues in this cultural tourism context. The study extends digital nudging research by demonstrating its destination-specific effectiveness and recommends that tourism village managers promote genuine limited-time cultural events, seasonal activities, and community-led experiences while avoiding artificial scarcity claims.

Keywords

Digital Nudging Fear of Missing Out (FOMO) Generation Z Scarcity Nudge Tourism Village Urgency Nudge Visit Intention

How to Cite

Citation Format
Widhiarini, N. M. A. N., Pracintya, I. A. E., & Saputra, I. K. A. T. (2026). Digital Nudging and Visit Intention Among Generation Z: Evidence from Scarcity and Urgency Cues in Kaba-Kaba Tourism Village, Bali. International Journal of Management Science and Information Technology, 6(2), 1539-1547. https://doi.org/10.35870/ijmsit.v6i2.7721

References

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Author Biographies

Ni Made Ayu Natih Widhiarini, Institut Pariwisata dan Bisnis Internasional

Digital Business Study Program, Institut Pariwisata dan Bisnis Internasional, Denpasar City, Bali Province, Indonesia

Ida Ayu Etsa Pracintya, Institut Pariwisata dan Bisnis Internasional

Tourism Study Program, Institut Pariwisata dan Bisnis Internasional, Denpasar City, Bali Province, Indonesia

I Komang Angga Tria Saputra, Institut Pariwisata dan Bisnis Internasional

Digital Business Study Program, Institut Pariwisata dan Bisnis Internasional, Denpasar City, Bali Province, Indonesia

License

Copyright (c) 2026 Ni Made Ayu Natih Widhiarini, Ida Ayu Etsa Pracintya, I Komang Angga Tria Saputra

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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