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All Journal Jurnal Studi Komunikasi Mediator: Jurnal Komunikasi
Wahyu, Anabel Yevina Mulyadi
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Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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Storytelling, citra destinasi, dan pengalaman merek pada video promosi kementerian pariwisata dan ekonomi kreatif Wahyu, Anabel Yevina Mulyadi; Berto, Agustinus Rusdianto; Murwani, Endah
Jurnal Studi Komunikasi Vol. 6 No. 2 (2022)
Publisher : Faculty of Communications Science, Dr. Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/jsk.v6i2.4928

Abstract

The Ministry of Tourism and Creative Economy (Kemenparekraf) of the Republic of Indonesia is aggressively promoting tourist destinations with various policies after confirmed cases of Covid-19 decreased. Efforts to promote tourist destinations are created a positive image of Indonesian tourism destinations. The promotional video used storytelling techniques from Bali and Lake Toba, two Indonesian tourist destinations. This study aimed to determine the effect of the Ministry of Tourism and Creative Economy's tourism promotion videos using storytelling techniques on the image of the destination, mediated by brand experience. This study uses a quantitative approach with experimental research methods. The results of this study indicate that the storytelling in The Heart Beat of Toba (53.4%) and Earth Revitalisation (22.5%) videos influences the image of the destination mediated by brand experience.
The Effect of Using Storytelling on Destination Image Is Influenced By Experience Berto, Agustinus Rusdianto; Putranto, Teguh Dwi; Wahyu, Anabel Yevina Mulyadi; Kurniawan, Bondan Kartiko
Mediator: Jurnal Komunikasi Vol. 16 No. 2 (2023): Mediator: Jurnal Komunikasi
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mediator.v16i2.2162

Abstract

There are still debris of anxiety due to the fatality of the Covid-19 Pandemic which has affected the effect of the tourist experience on the image of the destination of Bali (destination image). This study aims to evaluate the effectiveness of story-telling content on the image of a Bali destination which is mediated by tourist experience or travel experiences in these promotional videos. For this reason, this study tested the theoretical hypothesis of the Elaboration Likelihood Model (ELM) based on the causality relationship between the peripheral route (story-telling variable) and the central route (tourist experience variable) to audience attitudes (destination image variable). In order to achieve this explanatory goal, the researcher uses an experimental method on tourists who have never visited or have visited Bali. The collected data is then tested statistically using path analysis to find the most appropriate causality route model. The results of this study indicate that storytelling does not completely affect the image of the destination but is also influenced by elements of the tourist experience.
Co-Authors Agustinus Rusdianto Berto, Agustinus Rusdianto Endah Murwani, Endah Kurniawan, Bondan Kartiko Putranto, Teguh Dwi