The role of tourist engagement in mediating the influence of digital storytelling and accessibility on tourists' visiting decisions to Aek Sijorni
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Published:
Jun 29, 2026
Keywords:
Accessibility, Digital Storytelling, Tourist Engagement, Visiting Decision
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Articles
Statistics Article
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Abstract
This study aims to analyze the influence of digital storytelling and accessibility on the decision to visit the Aek Sijorni tourist attraction, with visitor engagement as a mediating variable. The study used a quantitative approach using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method. Data were obtained through questionnaires distributed to domestic tourists and potential visitors. The results indicate that digital storytelling does not have a direct, significant effect on the decision to visit, but has a positive and significant effect on tourist engagement. Accessibility has a positive and significant effect on both tourist engagement and the decision to visit. Tourist engagement also has a positive and significant effect on the decision to visit. The results of the mediation test indicate that tourist engagement partially mediates the relationship between accessibility and the decision to visit, and fully mediates the relationship between digital storytelling and the decision to visit. These findings emphasize the important role of tourist engagement in driving the decision to visit. The implications of this research suggest that destination managers need to improve accessibility and develop digital storytelling that can enhance tourist engagement to encourage increased visits.
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How to Cite
Pane, N. C., Harahap, M. I., & Hasibuan, F. U. (2026). The role of tourist engagement in mediating the influence of digital storytelling and accessibility on tourists’ visiting decisions to Aek Sijorni. Indonesia Auditing Research Journal, 15(2), 245–255. https://doi.org/10.35335/arj.v15i2.714
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Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26 dan SmartPLS 3.0 (Edisi 10). Badan Penerbit Universitas Diponegoro. https://undippress.undip.ac.id
Goli, A., Branch, Q., Soleimani, A. G., & Delafrooz, N. (2021). The Role of Social Media Storytelling Power in the Development of Qeshm Island Tourism Destination. Consumer Behavior Studies Journal, 8(3), 117–139.
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Pratiwi, I., & Soemitra, A. (2024). The Influence Of Influencer Credibility, Brand Image, Brand Trust, And Review Content On Purchase Decisions Of Somethinc Products On Tokopedia. JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES), 00(02), 742–748.
Putu Devi Rosalina. (2024). Indonesian Tourism Village Award: Impact, Strategy, and Potential for Integrated Rural Tourism in Bali. Journal of Bali Studies. https://doi.org/10.24843/JKB.2024.v14.i02.p06
Ringle, C. M., & Sarstedt, M. (2021). Partial Least Squares Structural Equation Modeling ( PLS-SEM ) Using R.
Rokhayah, E. G. (2021). Pengaruh Daya Tarik Wisata, Fasilitas, Dan Aksesibilitas Terhadap Keputusan Berkunjung Wisatawan Di Pantai Istana Amal Kabupaten Penajam Paser Utara. Jurnal Kajian Dan Terapan Pariwisata, 2(1), 10–18. https://doi.org/10.53356/diparojs.v2i1.43
Shoukat, M. H., Ramkissoon, H., & Shoukat, M. H. (2022). Customer delight , engagement , experience , value co-creation , place identity , and revisit intention : a new conceptual framework. Journal of Hospitality Marketing & Management, 31(6), 757–775. https://doi.org/10.1080/19368623.2022.2062692
Sugiyono. (2022). Metode penelitian kuantitatif. Alfabeta. https://cvalfabeta.com/product/metode-penelitian-kuantitatif-sugiyono/
Anggraeni, T. (2025). Beyond Image And Quality: Dual Mediation Of Destination Value And Historical Tourist Engagement On Revisit Intention. Jurnal Ilmiah Ilmu Terapan Universitas Jambi, 9(4), 1625–1636. https://doi.org/10.22437/jiituj.v9i4.47771
Batubara, T. (2024). Analisis Kepuasan Pengunjung Pada Objek Wisata Aek Sijorni Kabupaten Tapanuli Selatan.
Chairy, P. (2025). Pengaruh Digital Marketing , Brand Awareness , dan Customer Engagement terhadap Keputusan Pembelian pada Pengguna Shopee di Kota Medan. Jurnal Insitusi Politeknik Ganesha Medan, 8, 23–30.
Fahlevi, M. (2025). Experiential quality and satisfaction in marine tourism : a gendered analysis of post-visit behavior and frequency of visits in Lampung , Indonesia. Cogent Social Sciences, 11(1). https://doi.org/10.1080/23311886.2025.2460811
Februari, B. (2024). Strategi Pemasaran PT Bank Syariah Indonesia KCP Cemara Asri dalam Menawarkan Produk Pembiayaan Pra Pensiun Guna Menarik Minat Nasabah. Eksis: Jurnal Ilmiah Ekonomi Dan Bisnis, 15(1), 54–61.
Februari, B., Lathief, M., & Nasution, I. (2024). Communication Skill Analysis in Marketing of iB Hijrah Savings. Jurnal Ekonomi Syariah Dan Bisnis Islam, 11(1), 83–92.
Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26 dan SmartPLS 3.0 (Edisi 10). Badan Penerbit Universitas Diponegoro. https://undippress.undip.ac.id
Goli, A., Branch, Q., Soleimani, A. G., & Delafrooz, N. (2021). The Role of Social Media Storytelling Power in the Development of Qeshm Island Tourism Destination. Consumer Behavior Studies Journal, 8(3), 117–139.
Grehastuti, D. (2025). Optimization Of Heritage Tourism Village Marketing Through The Pentahelix Model (Case Study Of Terban Village). Indonesian Interdisciplinary Journal of Sharia Economics, 8(3), 11485–11502.
Harahap, Y. (2025). Tourist Satisfaction as a Bridge Between Memorable Tourism Experience and Revisit Intention: An Empirical Study of Aek. SYARIKAT : Jurnal Rumpun Ekonomi Syariah, 8, 284–294.
Iswanto, D. (2024). Optimizing Tourism Promotion Through The Use Of Cultural Heritage. Jurnal Manajemen & Bisnis, 03(2), 90–102.
Javier, F., Martín-azami, D., & Ramos-real, F. J. (2019). The importance of perceived risk in destination image and its effects on behavioral intention. PASOS, 17(5).
Khalid Alawneh. (2026). Impacts Of Country-Specific Aspects On Tourists’ Revisit Intentions To Cultural Heritage Sites: The Mediating Role Of Destination Image. Tourism and Hospitality Management, 32(1), 93–105.
Mustika, W. (2025). Eksplorasi Konten Tiktok Terhadap Minat Wisata Menurut Generasi Z. Oikos: Jurnal Kajian Pendidikan Ekonomi Dan Ilmu Ekonomi, 9, 351–366.
Nasution, J. (2023). Campaigning Zakat on Social Media : The Role of Message Strategies in the Decision to Pay Zakat. Jurnal ASPIKOM, 8(1), 53–66. https://doi.org/10.24329/aspikom.v8i1.1258
Nasution, J. M. (2019). Path Analysis of Customer Reviews , Brand Image , to Consumer Trust and Loyalty in the Online Marketplace in Binjai. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 6129–6142. https://doi.org/10.33258/birci.v4i3.2418
Nasution, R. Z. T. (2025). Analisis Objek Wisata Aek Sijornih Kecamatan Sayur Matinggi Kabupaten Tapanuli Selatan. Jurnal Ilmu Keolahragaan, 3(3), 83–90.
Nundy, S. (2022). How to Practice Academic Medicine and Publish from Developing Countries ?
Nurbasari, A., Aribowo, A., Raihin, Y. O., Budiningsih, T., & Morgan, G. (2024). Analysis of Tourism Attraction , Service Quality Mediated by Tourist Satisfaction and Tourist Engagement , on Return Visit Interest ( Sustainable Tourism Development on Padar Island ) Analisis Daya Tarik Wisata , Kualitas Pelayanan Dimediasi Kepuasan Wisa. Jurnal Sekretaris Dan Administrasi Bisnis, VIII(2), 164–179.
Nurcahyo, S. A., Jannah, R., & Anis, M. (2024). Maqasid Syariah Management in Realizing Sustainable Development Goals : Perspective of the Halal Tourism Industry. Journal of Digital Marketing and Halal Industry, 4810, 175–192.
Phung, T., Viet, D., Nguyen, P., Phuong, V., & Tran, T. (2025). Storytelling on social media : forging the path to tourism destination branding. Cogent Business & Management, 12(1). https://doi.org/10.1080/23311975.2025.2482016
Pratiwi, I., & Soemitra, A. (2024). The Influence Of Influencer Credibility, Brand Image, Brand Trust, And Review Content On Purchase Decisions Of Somethinc Products On Tokopedia. JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES), 00(02), 742–748.
Putu Devi Rosalina. (2024). Indonesian Tourism Village Award: Impact, Strategy, and Potential for Integrated Rural Tourism in Bali. Journal of Bali Studies. https://doi.org/10.24843/JKB.2024.v14.i02.p06
Ringle, C. M., & Sarstedt, M. (2021). Partial Least Squares Structural Equation Modeling ( PLS-SEM ) Using R.
Rokhayah, E. G. (2021). Pengaruh Daya Tarik Wisata, Fasilitas, Dan Aksesibilitas Terhadap Keputusan Berkunjung Wisatawan Di Pantai Istana Amal Kabupaten Penajam Paser Utara. Jurnal Kajian Dan Terapan Pariwisata, 2(1), 10–18. https://doi.org/10.53356/diparojs.v2i1.43
Shoukat, M. H., Ramkissoon, H., & Shoukat, M. H. (2022). Customer delight , engagement , experience , value co-creation , place identity , and revisit intention : a new conceptual framework. Journal of Hospitality Marketing & Management, 31(6), 757–775. https://doi.org/10.1080/19368623.2022.2062692
Sugiyono. (2022). Metode penelitian kuantitatif. Alfabeta. https://cvalfabeta.com/product/metode-penelitian-kuantitatif-sugiyono/
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