Structural Reactivation Model of Post-Viral Destinations: An Analysis of Competitive Advantage as a Mediator of Rainbow Village Resilience

Ahmad Mansur ; Tonny Hendratono ; Sugiarto Sugiarto
International Journal of Communication, Tourism, a... 📅 2026 Vol 3, No 2 🔗 DOI: 10.62951/momat.v3i2.633
Abstract
The phenomenon of tourist destinations experiencing a decline in popularity after a viral phase (post-viral stagnation) poses significant challenges to the sustainability of urban tourism. This study aims to test a structural model for destination reactivation in Kampung Pelangi, Semarang, focusing on the role of digital transformation in strengthening destination resilience through the mediation of competitive advantage. Using a quantitative approach, data were collected from 150 respondents and analyzed using Structural Equation Modeling (SEM-PLS). The results of the hypothesis testing indicate that digital transformation has a positive and significant influence on competitive advantage (β = 0.495; t = 5.820; p < 0.001) and destination resilience (β = 0.312; t = 3.450; p < 0.001). Furthermore, competitive advantage was found to have a strong impact on resilience (β = 0.542; t = 7.115; p < 0.001). A mediation test demonstrated that competitive advantage significantly mediated the relationship between digital transformation and resilience (β = 0.268; t = 4.890; p < 0.001). This model demonstrated a predictive power of 61.2% (R2 = 0.612) for destination resilience. This finding emphasizes that post-pandemic destination reactivation requires the integration of digital capabilities that can restore differentiation and unique value propositions to achieve long-term resilience.
Keywords
Digital Transformation; Competitive Advantage; Tourism Village Resilience; Highland Tourism; Central Java
How to Cite

Ahmad Mansur, et al. (2026). Structural Reactivation Model of Post-Viral Destinations: An Analysis of Competitive Advantage as a Mediator of Rainbow Village Resilience. International Journal of Communication, Tourism, and Social Economic Trends, 3(2). https://doi.org/10.62951/momat.v3i2.633

Ahmad Mansur; Tonny Hendratono; Sugiarto Sugiarto, "Structural Reactivation Model of Post-Viral Destinations: An Analysis of Competitive Advantage as a Mediator of Rainbow Village Resilience," International Journal of Communication, Tourism, and Social Economic Trends, vol. 3, no. 2, 2026.

Ahmad Mansur; Tonny Hendratono; Sugiarto Sugiarto. "Structural Reactivation Model of Post-Viral Destinations: An Analysis of Competitive Advantage as a Mediator of Rainbow Village Resilience." International Journal of Communication, Tourism, and Social Economic Trends, vol. 3, no. 2, 2026.

Ahmad Mansur; Tonny Hendratono; Sugiarto Sugiarto. "Structural Reactivation Model of Post-Viral Destinations: An Analysis of Competitive Advantage as a Mediator of Rainbow Village Resilience." International Journal of Communication, Tourism, and Social Economic Trends 3, no. 2 (2026).

Ahmad Mansur, et al. (2026) 'Structural Reactivation Model of Post-Viral Destinations: An Analysis of Competitive Advantage as a Mediator of Rainbow Village Resilience', International Journal of Communication, Tourism, and Social Economic Trends, 3(2). doi: 10.62951/momat.v3i2.633.

Ahmad Mansur; Tonny Hendratono; Sugiarto Sugiarto. Structural Reactivation Model of Post-Viral Destinations: An Analysis of Competitive Advantage as a Mediator of Rainbow Village Resilience. International Journal of Communication, Tourism, and Social Economic Trends. 2026;3(2).

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