Visitor Spending Intensity: The Role of Digital Branding Experience and Perceived Risk in Ranupani Tourism Village

Although digital destination branding and tourist expenditure have received considerable scholarly attention, empirical research integrating digital brand experience, visiting decisions, and visitor spending intensity remains limited, particularly in community-based tourism destinations exposed to natural disaster risks. This study examines the relationship between digital brand experience and visitor spending intensity, with visiting decisions as a mediating variable and perceived disaster risk as a moderating variable, in Ranupani Tourism Village, Indonesia. A quantitative explanatory approach was employed, involving 210 tourists selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed through partial least squares structural equation modeling (PLS-SEM) using SmartPLS. Digital brand experience was positively and significantly associated with visiting decisions (β = 0.313, p < .001), while its direct association with visitor spending intensity was not statistically significant (β = 0.084, p = .230). Visiting decisions were positively associated with visitor spending intensity (β = 0.600, p < .001) and significantly mediated the relationship between digital brand experience and spending intensity (indirect β = 0.187, p < .001). Perceived disaster risk also significantly moderated the relationship between digital brand experience and visiting decisions (interaction β = 0.094, p = .014). These findings support an indirect pathway linking digital brand experience to visitor spending intensity through visiting decisions and highlight the relevance of perceived disaster risk to destination choice. The study contributes to tourism marketing research by integrating digital branding, tourist spending behavior, and disaster risk within a single empirical framework. Tourism managers and policymakers should combine engaging digital destination branding with reliable safety information and local tourism products that encourage visitor spending. Future research should examine additional determinants of expenditure and assess these relationships across destinations with different tourism characteristics and risk contexts.