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All Journal Jurnal Pelangi Ilmu Jurnal Ilmiah Pangabdhi E-Dimas: Jurnal Pengabdian kepada Masyarakat Jurnal Pengabdian Pada Masyarakat YUME : Journal of Management Jambura Science of Management Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat JCRS (Journal of Community Research and Service) JAMIN : Jurnal Aplikasi Manajemen dan Inovasi Bisnis Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M) Jurnal Ilmu Ekonomi dan Sosial (JIES) eMBeJi : Manajemen dan Bisnis Jurnal JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS Economic Reviews Journal International Journal of Applied Business and International Management International Journal of Tourism and Hospitality in Asia Pasific Journal of the Community Development in Asia International Journal of Accounting & Finance in Asia Pasific Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Ekonomi Manajemen Dan Bisnis (JEMB) As-Syirkah: Islamic Economic & Financial Journal
Tineke Wolok
Fakultas Ekonomi, Universitas Negeri Gorontalo, Gorontalo
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Tourist Motivation and Viral Marketing as Determinants of Destination Interest: Evidence from Lambangan Pauno Beach Mardiani, Mardiani; Wolok, Tineke
YUME : Journal of Management Vol 8, No 3 (2025)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v8i3.9572

Abstract

This study aims to analyse the effect of viral marketing and tourist motivation on visiting interest, both partially and simultaneously. Conducted at Lambangan Pauno Beach in Banggai Laut Regency, the research adopts a quantitative approach with data collected through questionnaires. A total of 150 respondents were selected using the Cochran formula, and the data were analysed using multiple linear regression. The results show that viral marketing does not have a significant partial effect on visiting interest (sig. 0.412 > 0.05), while tourist motivation has a positive and significant influence (sig. 0.000 < 0.05). However, when examined simultaneously, both viral marketing and tourist motivation significantly affect visiting interest (sig. 0.000 < 0.05), with tourist motivation emerging as the more dominant factor. The study concludes that tourists’ motivation is the primary driver behind interest in visiting Lambangan Pauno Beach, whereas viral marketing alone does not significantly influence visitation interest. The research is limited in scope, focusing only on viral marketing and tourist motivation without considering other potential influencing factors such as service quality, accessibility, or available facilities. Nonetheless, the findings offer valuable insights for tourism managers, marketers, and local government agencies by highlighting the importance of enhancing tourist motivation to increase visitation interest. Furthermore, this study contributes to the broader fields of tourism market. Kata Kunci: Viral Marketing, Tourist Motivation, Interest in Visiting
Co-Authors Abd. Rahmat I. Lakoro Abdul Rahman Pakaya Ananda Tuliabu Andi Juanna Anraini Mulya Anggai Anugrah, Krisna Asnawi, Melan Angriani Avliani Malinta Barmin Rahmat Yusuf Chelsy Olivia Aneta Danu Wardana Ali Deasulistiawati Hasan Djoko Lesmana Radji Febriadi Kei Febriadi Kei Frisilya Holle Idris Yanto Niode Indrijani Naksir Irwan Yantu Isa, Ramlan Amir Ismet Sulila Ismet Susila Istifany Pakaya Ivan Rahmat Santoso Krisna Anugrah Lahay, Firmansyah Mardiani Mardiani Melandra Habibie Melinda Noviana Hasan Mia Arista B. Wantu Mia Arista B. Wantu Mohamad Agus Salim Monoarfa Mohamad Dion Setiawan Arnold Muh Nur Alfian S Kasim Nada Alzaniah Anjali Santana Nazmi Alamri Nazwa Pratiwi Dumbela Oktavia Seysi Amelia Esa Pansu, Oku Rahmawati Muharam Rahmawati Wahidji Rival Bilondatu Rizan Machmud Rizka Nur Safira Ruslin Karim Sherina Anggraini Siti Hadidjah Ahmad Siti Hajrin Salawali Solly Aryza Sri Indriyani Lahay Sri Indriyani Lahay Sri Rahayu Dj. Puhi Umar, Nurain S. Umin Kango Usman, Sartika Dewi Weny Almoravid Dungga Yulinda L. Ismail Yusuf, Barmin Rahmat Zhulmaydin Chairil Fachrussyah Zulfia K. Abdussamad