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All Journal Journal of Applied Data Sciences Business and Investment Review
Herstanti, Ghassani
Unknown Affiliation
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Intention to Visit Seoul: Factors Influencing Travel Abroad for Holidays Herstanti, Ghassani; Rizan, Mohammad; Handaru, Agung Wahyu; Wibowo, Setyo Ferry
Business and Investment Review Vol. 1 No. 5 (2023)
Publisher : CV. Lenggogeni Data Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61292/birev.v1i5.46

Abstract

This paper aims to investigate the relationship between social media marketing activity and visit intention to Seoul, South Korea, among Indonesian travelers. A total of 246 questionnaires were distributed to respondents in Indonesia. Social media marketing activity represented the independent variable and was mediated by destination image, destination attitude, destination awareness, and perceived value. Visit intention represents the dependent variable. Partial Least Squares Structural Equation Modeling (PLS-SEM) is a statistical method used to analyze complex interrelationships between observed and latent variables. This finding indicates that the indirect impact of social media marketing activity on visit intention via the mediating factors of destination attitude and destination image is not statistically significant. The indirect effect of destination awareness and perceived value characteristics on social media marketing activity and visit intention is favorable and statistically significant. This is the first paper to investigate the relationship between social media marketing activity and visit intention in Seoul among Indonesian travelers. Moreover, this is a relatively new issue that remains largely undiscovered by researchers worldwide. This paper will help to emphasize its importance and implications for business decisions.
Analyzing the Impact of Publicity and e-WOM on Indonesian Tourists’ Visit Intention to Seoul through Destination Awareness and Preference: A Structural Equation Modeling Approach Herstanti, Ghassani; Suhud, Usep; Handaru, Agung Wahyu
Journal of Applied Data Sciences Vol 5, No 4: DECEMBER 2024
Publisher : Bright Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47738/jads.v5i4.531

Abstract

This research explores the role of digital publicity and electronic word of mouth (E-WOM) in shaping Indonesian tourists' intentions to visit Seoul. By integrating destination awareness and preference as mediating variables, the study provides a holistic view of how publicity and EWOM interact to influence visit intentions. Digital publicity, including news coverage and promotional content on social media, raises initial awareness of Seoul by highlighting its attractions, culture, and experiences. E-WOM, expressed through online reviews, travel blogs, and social media shares, further enhances the perception of Seoul by providing authentic, peer-driven narratives. These user-generated insights are particularly impactful, as they foster trust and add an emotional dimension to tourists’ perception of the destination. Using a structural equation modeling approach, the study analyzes survey responses from Indonesian tourists to validate six core hypotheses, examining the direct and indirect effects of publicity and E-WOM on destination awareness, preference, and visit intention. Results indicate that both digital publicity and E-WOM significantly contribute to tourists' awareness and preference for Seoul, with preference being a particularly strong predictor of visit intention. The findings underscore the importance of aligning digital publicity efforts with targeted E-WOM strategies, enabling tourism marketers to build both cognitive awareness and emotional appeal, which ultimately drive visit intention. These insights are valuable for tourism stakeholders aiming to enhance destination marketing strategies, as they suggest that a combined approach—leveraging both structured publicity and organic E-WOM—can effectively increase a destination’s appeal. By focusing on creating authentic, accessible content and fostering positive online word of mouth, tourism authorities can better attract tourists and establish Seoul as a top choice for Indonesian travelers.
Co-Authors Agung Wahyu Handaru Mohammad Rizan, Mohammad Setyo Ferry Wibowo Usep Suhud