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All Journal Asian Journal of Management, Entrepreneurship and Social Science
I Made Sendra
Master Program in Tourism, Faculty of Tourism, Udayana University, Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Effect of Social Media Promotion Mix and Destination Image on Visitor Satisfaction at Puncak Lima Jari, South Sulawesi Nurul Muslihati Idris; I Made Sendra; Putu Sucita Yanthy
Asian Journal of Management, Entrepreneurship and Social Science Vol. 4 No. 03 (2024): August Asian Journal of Management Entrepreneurship and Social Science ( AJMES
Publisher : Cita Konsultindo Research Center

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Abstract

In increasing visitor numbers, it is important to know and understand the factors that affect visitor satisfaction. In the context of the increasingly complex and competitive tourism sector, an effective promotion mix through social media and a positive destination image can be the key factors of increasing visitor satisfaction. This study aims to analyze the impact of social media promotion mix on visitor satisfaction at Puncak Lima Jari and analyze the influence of destination image on visitor satisfaction at Puncak Lima Jari. The research method uses a quantitative approach with data collection through the distribution of questionnaires to visitors who have visited Puncak Lima Jari. The sample for this study consists of 100 respondents, selected using purposive sampling techniques. Data analysis in this study is conducted using Structural Equation Modeling (SEM) with the SmartPLS4 analysis tool. The results of this study show that the social media promotion mix has a positive and significant effect on visitor satisfaction at Puncak Lima Jari, and the destination image also has a positive and significant effect on visitor satisfaction. This indicates that promoting Puncak Lima Jari and creating a positive destination image could increase visitor satisfaction. The implication of this study is to enhance the social media promotion mix and improve the positive image, which can provide greater satisfaction for visitors. Managers need to implement these strategies to attract more visitors in the future.
Marketıng Strategy Of Tolıre Lake As A Tourıst Destınatıon In Ternate Cıty, North Maluku Safitri Mustadin; I Gusti Putu Bagus Sasrawan Mananda; I Made Sendra
Asian Journal of Management, Entrepreneurship and Social Science Vol. 4 No. 03 (2024): August Asian Journal of Management Entrepreneurship and Social Science ( AJMES
Publisher : Cita Konsultindo Research Center

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Abstract

This research aims to identify marketing strategies through factors that are strengths, weaknesses, opportunities and threats in influencing the level of tourist visits as well as formulating appropriate strategies to be implemented in increasing tourist visits at the Lake Tolire Tourist Attraction. The method used is qualitative research with thematic analysis techniques. Determining informants in this study used purposive sampling and the technique for determining respondents used Accedential Sampling which involved 100 tourists as respondents. The research results show that the total IFAS score is (2.800) and the total EFAS score is (2.789), which means that the tourist attraction of Lake Tolire is currently in quadrant V, namely in a developing position. Alternative marketing strategies in the SWOT analysis obtained six strategies, Strategy (SO) Exploring Potential and strengthening natural authenticity, historical and traditional values ​​and local community culture as a tourist attraction and optimizing digital promotion of the Lake Tolire tourist attraction. Strategy (WO) Improve the facilities and infrastructure of the Tolire Lake tourist attraction and increase tourism human resources. Strategy (ST) Product Innovation for tourism and the creative economy, and Strategy (WT) Establishing collaboration with Stakeholders.
Co-Authors I Gusti Putu Bagus Sasrawan Mananda Nurul Muslihati Idris Putu Sucita Yanthy Safitri Mustadin