Purpose This paper explores the influence of social media marketing on tourists’ intention to visit a botanical garden, which is one of the popular nature-based tourism destinations in Indonesia. Design/methodology/approach We sent questionnaires to 400 followers of the botanical garden’s Facebook account who responded to our initial calls for participation and declared that they have not visited the garden before. Analyses were conducted on 363 valid responses using the Structural Equation Model (SEM). Findings The findings revealed several key determinants influencing the image of the botanical garden and its future value proposition, particularly in supporting the endeavour to shift from a mere recreational destination to a nature-based tourism destination offering educational experiences. Originality/value This paper offers a fresh look into the roles of social media marketing in increasing the intention to visit a tourism destination that is considerably affected by the destination image.
- Social media marketing
- Destination image
- Visit intention
- NNature-based tourism destination