How Tourist Destination Online Content and Social Media Interaction Influence Tourist’s Visit Intention?

One indicator of SDGs achievement is the proportion of the population served by mobile broadband.Data sourced from the Ministry of Communication and Information of the Republic of Indonesia stated that in 2022, the proportion of the population served by mobile broadband was 96.97%..It is common for prospective visitors to use social media to research travel destinations.Many contents on social media is created by visitors who have visited a tourist destination.The quality of information and accessibility in Tourist Destination Online Content (TDOC) influences interactions on social media and has an impact on the emergence of visit intention and e-WOM.Content about tourist destinations on Madura Island has been widely uploaded on social media, while the number of tourist visits to Madura Island only reached 2.15% of the total tourist visits to East Java Province.Researching the connection between TDOC, social media interactions, visit intentions, and e-WOM at Madura Island tourist locations is therefore essential.Prospective travelers who had read social media posts regarding Madura Island tourist attractions were the subject of research.Data analysis used SEM-PLS.The study's findings indicate that while TDOC has no direct impact on visit intention, it does have an impact on social media interactions.Social media interaction acts as a mediator between TDOC's impact on visit intention and e-WOM.