DIGITAL COMMUNICATION UTILIZATION OF WOMEN MANAGING HOMESTAYS FOR TOURISM DEVELOPMENT IN INDONESIA’S SMALL ISLANDS OF KEPULAUAN SERIBU

Abstract

Purpose: Indonesia has abundant natural resources, including beaches and small islands for tourist attractions which become one of economic driving sources for local communities such as in the Kepulauan Seribu. One of the most important businesses or services in tourism is homestays’ availability as the place to stay for tourists, where women play a major role in managing those homestays. In digitalization era, digital communication is very important as it is useful for promotions, homestay rooms’ booking, and others. This research aims: (1) to analyze the activity level of women using digital communication in managing homestays; (2) to analyze the factors which influence the activities of utilizing digital communication for homestay management. Methodology: The research uses a quantitative approach, enriched with qualitative analysis with 9 small islands in the Kepulauan Seribu for research location and 158 women managing homestays as respondents. Data collection using questionnaire for survey with cluster random sampling. Data analysis using SEM SmartPLS while descriptive data using SPSS 24. Findings: Results show level activity of using digital communication for women managing homestays is still in the low category. There is an influence of individual characteristics, digital communication factors and creating content ability on using digital communication activities in managing homestays.