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The Mediating Role of Electronic Word of Mouth in Tourist Attractions and Content Marketing on Visiting Interest at Ranggawarsita Museum

  • Aulia Nur Hidayah1*
  • Firdaus2
  • Ari Dwi Astono3
  • Nurhayati4
  • Hendrar Prihadi5
1,2,3,4,5 Universitas Muhammadiyah Semarang image/svg+xml
* Corresponding Author: Aulia Nur Hidayah

Abstract

This study investigates the effects of tourist attractions and content marketing on visiting interest to Museum Ranggawarsita, Semarang, with electronic word-of-mouth (E-WOM) as a mediating variable. The study tackles inconsistent findings regarding the links between tourist attractions, content marketing, and visiting interest, while the mediation role of E-WOM in museum tourism remains little addressed. A quantitative technique was used in an explanatory research design. A structured online questionnaire with a five-point Likert scale was used to gather data from 105 respondents who were chosen using purposive sampling. Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS was used to evaluate the data. The results suggest that tourist attraction has a positive and significant effect on E-WOM (β = 0.382; p < 0.001), but does not significantly affect visiting interest directly (β = 0.106; p = 0.365). Content marketing favorably and significantly affects E-WOM (β = 0.418; p < 0.001) and visiting interest (β = 0.320; p = 0.002). E-WOM also has a favorable and substantial effect on visiting interest (β = 0.451; p = 0.001). Furthermore, E-WOM fully mediators the association between tourist attraction and visiting interest, while somewhat mediating the relationship between content marketing and visiting interest. These findings underscore the necessity of merging attractive tourism experiences with effective digital material and E-WOM management to boost museum visiting interest in the digital era.

Keywords

Tourism Attractions Content Marketing E-WOM Visiting Interest Ranggawarsita Museum

How to Cite

Citation Format
Nur Hidayah, A., Firdaus, F., Dwi Astono, A., Nurhayati, N., & Prihadi, H. (2026). The Mediating Role of Electronic Word of Mouth in Tourist Attractions and Content Marketing on Visiting Interest at Ranggawarsita Museum. International Journal of Management Science and Information Technology, 6(2), 2952-2964. https://doi.org/10.35870/ijmsit.v6i2.8689

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Author Biographies

Aulia Nur Hidayah, Universitas Muhammadiyah Semarang

Management Study Program, Faculty of Economics, Law, and Business, Universitas Muhammadiyah Semarang, Semarang City, Central Java Province, Indonesia

Firdaus, Universitas Muhammadiyah Semarang

Management Study Program, Faculty of Economics, Law, and Business, Universitas Muhammadiyah Semarang, Semarang City, Central Java Province, Indonesia

Ari Dwi Astono, Universitas Muhammadiyah Semarang

Management Study Program, Faculty of Economics, Law, and Business, Universitas Muhammadiyah Semarang, Semarang City, Central Java Province, Indonesia

Nurhayati, Universitas Muhammadiyah Semarang

Management Study Program, Faculty of Economics, Law, and Business, Universitas Muhammadiyah Semarang, Semarang City, Central Java Province, Indonesia

Hendrar Prihadi, Universitas Muhammadiyah Semarang

Management Study Program, Faculty of Economics, Law, and Business, Universitas Muhammadiyah Semarang, Semarang City, Central Java Province, Indonesia

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Copyright (c) 2026 Aulia Nur Hidayah, Firdaus, Ari Dwi Astono, Nurhayati, Hendrar Prihadi

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