Article: Dual routes of persuasion in tourism: building marine destination image through the elaboration likelihood model Journal: International Journal of Business Innovation and Research (IJBIR) 2026 Vol.39 No.5 pp.1 - 33 Abstract: This study investigates the dual routes of persuasion in shaping destination image and visit intention within the context of Indonesia's marine tourism digital marketing. The research employed a quantitative approach, collecting data from 300 participants aged 21 to 40, most of whom reported daily internet use. The research model explores the influence of central and peripheral route cues on the cognitive and affective dimensions of destination image and visit intention. The findings demonstrate that both argument quality and review quality significantly enhance cognitive destination image, with review quality having a greater impact. Source credibility and visual appeal significantly influenced affective destination image, whereas review quantity did not. Both cognitive and affective destination images positively affect visit intention, with affective image exerting a stronger effect. The results underscore the importance of high-quality content and credible sources in online tourism marketing. Inderscience Publishers - linking academia, business and industry through research

Title: Dual routes of persuasion in tourism: building marine destination image through the elaboration likelihood model

Authors: Yuliana Riana Prasetyawati; Tengku Ezni Balqiah; Sri Rahayu Hijrah Hati; Prijono Tjiptoherijanto

Addresses: Faculty of Economics and Business, Universitas Indonesia, 16424, Depok, Jawa Barat, Indonesia ' Faculty of Economics and Business, Universitas Indonesia, 16424, Depok, Jawa Barat, Indonesia ' Faculty of Economics and Business, Universitas Indonesia, 16424, Depok, Jawa Barat, Indonesia ' Faculty of Economics and Business, Universitas Indonesia, 16424, Depok, Jawa Barat, Indonesia

Abstract: This study investigates the dual routes of persuasion in shaping destination image and visit intention within the context of Indonesia's marine tourism digital marketing. The research employed a quantitative approach, collecting data from 300 participants aged 21 to 40, most of whom reported daily internet use. The research model explores the influence of central and peripheral route cues on the cognitive and affective dimensions of destination image and visit intention. The findings demonstrate that both argument quality and review quality significantly enhance cognitive destination image, with review quality having a greater impact. Source credibility and visual appeal significantly influenced affective destination image, whereas review quantity did not. Both cognitive and affective destination images positively affect visit intention, with affective image exerting a stronger effect. The results underscore the importance of high-quality content and credible sources in online tourism marketing.

Keywords: argument quality; review quality; source credibility; visual appeal; review quantity; destination image; visit intention.

DOI: 10.1504/IJBIR.2026.151496

International Journal of Business Innovation and Research, 2026 Vol.39 No.5, pp.1 - 33

Received: 26 Nov 2025
Accepted: 21 Dec 2025
Published online: 02 Feb 2026 *

Title: Dual routes of persuasion in tourism: building marine destination image through the elaboration likelihood model

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