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All Journal Mamangan Social Science Journal
Arrey, Mbaze-Ebock Vivian
Unknown Affiliation
Humanities Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Influence of Service Quality on Word of Mouth Mediated by Tourist Satisfaction at the Budo Tourism Village Homestay Ukus, Flaura Widya; Sihombing, Irene Hanna H.; Utama, I Putu; Arrey, Mbaze-Ebock Vivian
Jurnal Mamangan Vol 13, No 1 (2024): Jurnal Ilmu Sosial Mamangan Accredited 2 (SK Dirjen Ristek Dikti No. 0173/C3/DT
Publisher : LPPM Universitas PGRI Sumatera Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22202/mamangan.v13i1.8201

Abstract

In 2022, tourist visits to the Budo Tourism Village were recorded at 64.000 visitors. This figure exceeds the initial target of the village government and Village-Owned Enterprise Management. However, the large number of tourist visits to Budo Village did not increase the number of guests staying at Budo Village homestays. The limited marketing budget from the government and the village-owned enterprise (Bumdes) as managers makes WOM (word of mouth) as the main promotional strategy for homestay managers in the Budo Tourism Village. Another phenomenon encountered is dissatisfaction of guests who stay overnight due to the quality of service received. The above phenomena are related to the theories of service quality, tourist satisfaction, and word of mouth, and are then examined in more depth regarding the influence of service quality on word of mouth mediated by tourist satisfaction. This type of research is quantitative with data collection techniques using a questionnaire created in the form of a GoogleForm and distributed to 174 respondents who have stayed at nine homestays in the Budo Tourism Village. SEM PLS and SPSS analysis were employed to analyze the data. This research found that service quality has a positive and significant influence on tourist satisfaction and Word of Mouth (WOM). Tourist satisfaction has a positive and significant influence on Word of Mouth (WOM) and is also able to mediate the influence of Service Quality on Word of Mouth (WOM). Homestay managers are advised to concern to service quality, such as tidiness and cleanliness, as well as improving internet networks and the availability of free WiFi. Further research will explore the possibility of developing it not only in homestays but also in cafes, restaurants, and even diving centers.
Digital Media Management Strategy by Local Governments In Tourism Marketing Dalimunthe, Femmy Indriany; Liyushiana, Liyushiana; Yanti, Dewi; Dalimunthe, Mohammad Yusuf; Arrey, Mbaze-Ebock Vivian
Jurnal Mamangan Vol 14, No 2 (2025): Jurnal Ilmu Sosial Mamangan Accredited 2 (SK Dirjen Ristek Dikti No. 0173/C3/DT
Publisher : LPPM Universitas PGRI Sumatera Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22202/mamangan.v14i2.10072

Abstract

This Phenomenon provides opportunities to utilize the internet and social media in various business sectors, including marketing activities that are usually carried out in the tourism industry. This study was conducted to formulate a digital media management strategy in tourism marketing by local governments. This study was conducted in the city of Medan, where local officials have attempted to utilize various digital media platforms in tourism marketing. Unfortunately, tourists are less enthusiastic about visiting events and tourist attractions in this city. Therefore, it is necessary to reanalyze the existing conditions by formulating new strategies for digital tourism marketing by the Medan City Tourism Office. This study was conducted using PEST analysis, Porter’s Diamond Model, Value Chain Analysis, SWOT Analysis, and Balanced Scorecard. The results identified 8, 16, 13, and 4 categories of strengths, weaknesses, opportunities, and threats. The SWOT analysis results place digital media tourism marketing in quadrant III. The conclusion from the results and discussion is that strategy mapping and measurement using the Balanced Scorecard categorizes 13 alternative strategies into 4 perspectives, namely financial, customer, business process, and growth and learning. The novelty of this research is that the growth and learning perspective produces two alternative strategies, namely conducting market analysis and designing target profiles for each platform
Co-Authors Dalimunthe, Femmy Indriany Dalimunthe, Mohammad Yusuf Liyushiana, Liyushiana Ukus, Flaura Widya Utama, I Putu Yanti, Dewi