Tourism in Digital Era: The Influence of Digital Marketing on the Intention to Visit Museum

The growth of digital media usage in tourism industry over the last decade all world has led Menteri Pariwisata dan Industri Kreatif Republik Indonesia (the Ministry Tourism and Creative Economy Republic Indonesia) to establish marketing as one national development master plans from 2010 2025. It was noticed that a vision could be pursued by achieving several goals, such developing synergistic, excellent responsible increase domestic tourist visits. To implement plan gain more visitors, most sectors including museums have increasingly utilised media. As favourite DKI Jakarta, Bank Museum engaged visitors through Instagram Electronic Word Mouth (E-Wom). objective this study is explore influence @museum_bi posts E-WOM on intention visit Museum. method used empirically verified survey which distributed followers analysed with SPSS. results revealed spread posts, electronic word mouth, mouth simultaneously influenced tourists’ intentions Keywords: Instagram, intention, exposure, museum.