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All Journal Emerging Science Journal Ekonomi dan Bisnis Jurnal Manajemen dan Bisnis Insight Management Journal Jurnal Manajemen dan Bisnis Jurnal Media Informatika Jurnal Manajemen dan Pemasaran Jasa
Edgar Octoyuda
Chaoyang University Of Technology, Taiwan
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Other

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Does destination promotion on social media affect visit intention? Empirical study on Instagram Silaban, Pantas H.; Hutabarat, Lamtiur; Silalahi, Andri Dayarana K.; Octoyuda, Edgar
Jurnal Manajemen dan Pemasaran Jasa Vol. 15 No. 2 (2022): September
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/jmpj.v15i2.13516

Abstract

In today's economy, social media can be a valuable tool for businesses to conduct various marketing activities. In particular, social media marketing is imperative for tourism as it helps with branding, increasing awareness, and driving visitors. In this way, social media can be used in marketing communication, media promotion, and reaching more target consumers. A limited number of studies have investigated the topic of destination promotion from the tourism marketing perspective. As a result, social media has become a popular media reference that influences consumers' decision-making processes. This study aims to investigate how the promotion of beach destinations on social media affects destination attractiveness, destination image, and visit intention. This study examined the hypotheses of 320 respondents who possess Instagram accounts and have visited beach tourist destinations due to Instagram promotions. Smart-PLS 3.0 was used to examine the hypothesis using the structural equation modeling method. Test results indicate that promoting destinations on social media can significantly influence their attractiveness and public perception. When consumers believe that a destination is attractive, it will positively impact the destination's image. Furthermore, the destination image can significantly impact the visit intention. As a result, the findings of this study suggest that tourism businesses use the findings as an effective means to develop a positive image of a destination that is attractive. Furthermore, this study contributed to how tourism marketing businesses and researchers may be able to use Instagram to generate interest in visiting.
Co-Authors Chairia Chwen-Li Chang Efridayanti, Tria Esra, Esra Elika Simatupang Hutabarat, Lamtiur Lamtiur Hutabarat Pakpahan, Rosa Natalia Pantas H Silaban Pantas H. Silaban Pardede, Shendy Pardosi, Romauli Putri, Hidayatna Ria Nelly Sari Saragih, Duta Falensia Siagian, Hendra Sakti Putra Silalahi, Andri D. K. Silalahi, Andri Dayarana K. Silalahi, Andri Dayarana K. Silalahi, Lusni Isah Simbolon, Elsha T.A Sinaga, Desi Sitorus, Yessica Ocnita Sari