Bakti Bestin, Nanang G. Prawira, Zakaria S. Soetedja, Tri Karyono, Eko Susanto
This study investigates the role of digital marketing engagement (DME) in advancing sustainable tourism outcomes in Indonesian tourist villages, focusing on its influence on perceived usefulness (PU), community interaction (CI), experience quality (EQ), and sustainable value creation (SVC). Drawing upon theories of digital engagement, smart tourism, and value co-creation, a structural equation modeling (SEM) approach was applied to data collected from 585 valid respondents. The findings reveal that DME significantly enhances PU and CI, both of which serve as key mediators in improving EQ and driving SVC. Notably, CI plays a dual role as both an outcome of digital engagement and a contributor to experiential and sustainability outcomes, highlighting its centrality in digitally mediated rural tourism. The study advances theoretical perspectives by reframing digital marketing as an enabler of participatory governance and co-created value, rather than a mere promotional tool. For practitioners and policymakers, the research provides evidence-based guidance on designing inclusive digital strategies that strengthen destination competitiveness while preserving cultural integrity and empowering local communities. The results emphasize the potential of community-centered digital transformation to bridge technological innovation with authentic, resilient, and sustainable rural tourism development. © 2026 AJHTL. This work is published by African Journal of Hospitality, Tourism and Leisure and is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Faculty of Arts Education and Design, Universitas Pendidikan, Indonesia; Tourism Destination Program, Politeknik Negeri Bandung, Indonesia
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