Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2021
Examining The Role of Social Media Content Towards Destination Image and Visit Intention: A Study of Lembang Park & Zoo
Skripsi, 047 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-09 09:27:37
Oleh : Kemal Syahreza - 175264048 (kemal.syahreza.mpem417@polban.ac.id)
Dibuat : 2023-01-09, dengan 4 file
Keyword : Social Media, Destination Image, Visit Intention
Tourism in Indonesia is one of the sectors that contribute to the most extensive state revenue. However, the tourism industry is one of the most affected sectors by the COVID-19 pandemic. On the other hand, the use of social media during the pandemic experienced a substantial increase. Statistical data shows that Indonesiaââ¬â¢s social media users continue to grow significantly, with 10 million new users appearing in 2020. Therefore, the presence of tourist destinations on social media can help to increase the interest of tourists to visit tourist destinations when the situation permits. Furthermore, social Media Content could help stimulate the touristsââ¬â¢ visit intention by forming a good destination image. Furthermore, social media content could provide information to tourists through interactions, likes, comments, shares, and views. Data was collected through online questionnaires, and 350 tourists who have seen content related to Lembang Park & Zoo on Instagram have responded and used it for further analysis. This study used partial least squares structural equation modeling (PLS-SEM) to test the hypotheses. The results show that social media content variables; entertainment, interactivity, trendiness, and e-WOM positively influence touristsââ¬â¢ destination image. Also, social media content variables; entertainment, interactivity, trendiness, and e-WOM, positively influence touristsââ¬â¢ visit intention. Thus, the social media content and destination image are essential to encourage visit intention to tourist destination. This study extends our understanding of social media theory in the tourism context. Local tourist destinations, especially Lembang Park & Zoo, may use the result of the study to enhance their social media presence.
Undergraduate Theses from JBPTPPOLBAN / 2023-01-09 09:27:37
Oleh : Kemal Syahreza - 175264048 (kemal.syahreza.mpem417@polban.ac.id)
Dibuat : 2023-01-09, dengan 4 file
Keyword : Social Media, Destination Image, Visit Intention
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Deskripsi Alternatif :Tourism in Indonesia is one of the sectors that contribute to the most extensive state revenue. However, the tourism industry is one of the most affected sectors by the COVID-19 pandemic. On the other hand, the use of social media during the pandemic experienced a substantial increase. Statistical data shows that Indonesiaââ¬â¢s social media users continue to grow significantly, with 10 million new users appearing in 2020. Therefore, the presence of tourist destinations on social media can help to increase the interest of tourists to visit tourist destinations when the situation permits. Furthermore, social Media Content could help stimulate the touristsââ¬â¢ visit intention by forming a good destination image. Furthermore, social media content could provide information to tourists through interactions, likes, comments, shares, and views. Data was collected through online questionnaires, and 350 tourists who have seen content related to Lembang Park & Zoo on Instagram have responded and used it for further analysis. This study used partial least squares structural equation modeling (PLS-SEM) to test the hypotheses. The results show that social media content variables; entertainment, interactivity, trendiness, and e-WOM positively influence touristsââ¬â¢ destination image. Also, social media content variables; entertainment, interactivity, trendiness, and e-WOM, positively influence touristsââ¬â¢ visit intention. Thus, the social media content and destination image are essential to encourage visit intention to tourist destination. This study extends our understanding of social media theory in the tourism context. Local tourist destinations, especially Lembang Park & Zoo, may use the result of the study to enhance their social media presence.
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| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
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- Supervisor: Nono Wibisono, S.E., M.Sc., Ph.D., Editor: Erlin Arvelina
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File : DIRECTORY - 175264048.pdf
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File : CHAPTER 2 - 175264048.pdf
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File : CHAPTER 5 - 175264048.pdf
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