Peran Motivasi Wisata sebagai Mediator Pengaruh Experience Marketing dan Destination Image terhadap Niat Berkunjung Generasi Z ke Wisata Maritim

Maritime tourism is a leading sector in Indonesia's economic development strategy as an archipelagic nation. However, data from the Central Statistics Agency (BPS) and previous research indicate low visits by Generation Z to marine tourism compared to city, nature, and cultural tourism. This study aims to analyze tourism motivation as a mediating factor of experiential marketing and destination image on visiting intention. This study used a survey method and data processing using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Data from 86 Generation Z respondents showed a direct influence of experiential marketing on visiting intention, but no direct influence from destination image. Tourism motivation was proven to mediate partially complementary relationships between experiential marketing and visiting intention and fully on the relationship between destination image and visiting intention. This study contributes by demonstrating the importance of tourism motivation factors in determining tourist destinations. This research can enrich the marketing literature, especially on tourism destination marketing. In addition, marketing practitioners can use it for more effective marketing in increasing marine tourism.