This research explores the service quality, social media marketing, and destination image to assess how each significantly influences the tourists’ intention to revisit the Borobudur Temple, a cultural heritage site in Southeast Asia. This study is based on the theory of relationship marketing and destination branding and uses quantitative approach in the design of the research which employed SEM on survey data collected from 250 domestic and international visitors. The findings show that the social media marketing, as well as the service quality of the site, have both significant and positive influences on the intent to revisit and the image of the destination, while the destination image positively affects revisit intention. From this study, it can be concluded that it is critical to improve the service provided and the positive perception of the place using social media, especially in marketing and online brand promotion. In terms of theory, this study merges practice and digital marketing within the heritage tourism loyalty framework. Actionable strategies are provided to tourism policy makers and those responsible for marketing the region, stating that there should be a blend of excellent services on site and active online interaction to achieve tourist loyalty. The study recommends branding tailored to the expectation of the modern traveler, which is sensitive to culture but digitally connected. This research provides an empirical model aimed at reinforcing the intention to revisit cultural heritage sites which contributes to sustainable development of the destination.
Roslan et al. (Thu,) studied this question.