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Abstract
Building tourism is long-term work. Many elements are involved, and their effectiveness cannot be calculated partially. At present, competition between cities/districts continues to increase, especially in city/district marketing that is tourist-friendly, iconic tourism events, and massive social media marketing. The strong destination image will impact on increasing the number of visits. This research aims to analyze the impact of city/district marketing power, tourist events, and social media on the image of tourist destinations in Maluku. The methodology in this research is based on quantitative analysis using Structural Equation Modelling (SEM) to discuss theory and see the relationship between city/district marketing variables, tourism events, social marketing media, and destination image. This study indicates that city/district marketing has a greater increase in strengthening the image of destinations compared to tourism events and social media marketing. This shows an effective strategy from the government in advancing tourism faster and more robust in increasing the image of a destination.
Highlights
In Indonesia, tourism has contributed significantly to increasing foreign exchange.In 2011-2012, tourism became the fifth foreign exchange contributor after the oil and gas, coal, palm oil, and processed rubber sectors
Effect of City/district Marketing on Destination Image Based on the partial test results, the hypothesis of the city/district marketing variable (ξ1) has a significant effect on the destination image (η1) with a total effect of 39.9% with strong criteria
City/district marketing has a significant influence on the destination's image through livability, visitability, and investment
Summary
In Indonesia, tourism has contributed significantly to increasing foreign exchange. In 2011-2012, tourism became the fifth foreign exchange contributor after the oil and gas, coal, palm oil, and processed rubber sectors. In 2013-2015 the tourism sector increased to rank fourth national foreign exchange contributor, and in 2016 this sector became the second largest foreign exchange earner after crude palm oil (Table 1). A high and competitive tourism image results from an effective and efficient strategy from various components, including organizing tourism events and destination marketing through social media. The image is an important factor and very influential on visits because it can maintain the market share of tourists, promotions, and price and service sensitivity between repeat and first-time tourists (Alegre & Juaneda, 2006). Destination imagery plays an important role in the decision of the first visit when traveling.
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