Bridging Cultural Heritage and Digital Creativity: Social Media Engagement for Sustainable Event Tourism in Denpasar Bali

Abstract

Integrating cultural heritage and digital creativity is vital for achieving sustainable event tourism, especially in destinations challenged by cultural commodification and market saturation. This study examines how social media engagement mediates the relationship between perceived destination image, visitor satisfaction, and behavioral intention in Denpasar, Bali—where traditional heritage intersects with emerging digital creativity. A sequential explanatory mixed-method design was adopted. Quantitative data from 420 domestic and international visitors were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4. Qualitative insights were derived from ten semi-structured interviews representing stakeholders within the Penta-Helix framework (government, academia, business, community, and media). Thematic analysis followed Braun and Clarke’s approach to interpret the interaction of cultural and digital elements in event tourism. Results indicate that social media engagement significantly predicts perceived destination image, visitor satisfaction, and behavioral intention, confirming its mediating influence on tourist experience and loyalty. Three contextual mechanisms emerged—cultural mediation, digital creativity, and collaborative governance—illustrating how heritage values are renewed through digital participation. Domestic visitors preferred heritage-based festivals emphasizing continuity and identity, while foreign visitors were more attracted to hybrid creative events integrating Balinese traditions with digital storytelling. The Denpasar Festival exemplifies this synergy between ritual authenticity and creative modernization. This research extends event tourism theory by positioning social media engagement as both a behavioral outcome and a governance process. Practically, it highlights the need for event portfolio diversification, digital capacity building, and co-creation models that sustain cultural authenticity. Limitations include the focus on Denpasar’s urban context and the absence of longitudinal assessment. Future studies should compare other Indonesian cities and evaluate long-term socio-cultural effects of digital mediation in cultural events.