Abstract

Purpose: This study aims to support the sustainability of the local tourism sector in South Sulawesi by analyzing the distribution of tourism experience value. Specifically, it investigates how social media promotion and destination accessibility influence tourists' revisit intention, with memorable tourism experience serving as a mediating variable. Research design, data, and methodology: A quantitative research approach was employed involving 210 domestic tourist respondents. Data were collected through structured questionnaires and analyzed using Structural Equation Modeling (SEM) with AMOS software. The Sobel test was also conducted to examine the mediating effects. Results: The findings reveal that both social media promotion and destination accessibility have a positive and significant impact on the formation of memorable tourism experiences. In turn, memorable tourism experiences significantly influence revisit intention. However, social media promotion does not have a significant direct effect on revisit intention but rather exerts its influence indirectly through memorable experiences. In contrast, destination accessibility demonstrates both direct and indirect significant effects on revisit intention. Conclusions: This study supports the Stimulus–Organism–Response (S-O-R) framework in the context of tourism distribution and highlights destination accessibility as a strategic factor in driving repeat visits. The results underscore the importance of digital promotional efforts and infrastructure development in enhancing tourism experience value and behavioral outcomes.