Abstract
This study aims to determine the effect of user-generated content and destination image of Mount Rinjani on hiking intention which is moderated by social media attachment. The method used in this research is associative quantitative. The population focuses on active users of social media and the nature lovers community, especially mountaineering. The research sample totalled 160 people. The data collection technique used a questionnaire with a Likert scale. Data analysis using the structural equation model (SEM) method which is processed using the Smart-PLS version 3.0 application. The findings in this study conclude that user-generated content and destination image have a positive and significant effect on the hiking intention of Mount Rinjani. As for the moderating effect, it is concluded that social media attachment is able to moderate the influence of user-generated content and destination image on hiking intention.