Tourist visiting interests: The role of social media marketing and perceived value

Juliana Juliana,Wisnalmawati Wisnalmawati,Rocky Nagoya,Ita Nurcholifah,Bunga Aditi

doi:10.5267/j.ijdns.2021.12.007

Juliana Juliana, Wisnalmawati Wisnalmawati + Show 3 more

Open Access

https://doi.org/10.5267/j.ijdns.2021.12.007

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Abstract

This research is intended to measure the influence of Social Media Marketing which uploads tourist destinations in Banten Province with interest in visiting mediated by perceived value. The research method uses a hypothesis testing model and uses a cross sectional model, where data is collected completely within a certain time. The study uses a convenience sampling technique, where the sample members are respondents who are easy to find, and this convenience makes data collection more effective and efficient since it saves time and costs. The sample in this study were 290 tourists who had visited Banten Province. The technique of collecting data in this study used an online questionnaire, data analysis using structural equation modeling (SEM) using SmartPLS 3.0 software. The study concluded that there was a significant relationship between Social Media Marketing and Perceived Value. There was a significant relationship between Social Media Marketing and Visiting Interests. There was a significant relationship between Perceived Value and Visiting Interests.

Highlights

The tourism industry in Indonesia is growing rapidly along with the increasing interest of the Indonesian people to travel
Based on the results of data analysis, the results obtained p value 0.000 < 0.050 and it is concluded that there is a significant relationship between Social Media Marketing and Visiting Interests
This study has concluded that there is a significant relationship between Social Media Marketing and Perceived Value, a significant relationship exists between Social Media Marketing and Visiting Interests and Perceived Value and Visiting Interests have positive relationships

Summary

Introduction

The tourism industry in Indonesia is growing rapidly along with the increasing interest of the Indonesian people to travel. According to Adegbuyi et al (2015) and Aji et al (2021), social media that have been present in the world and are popular in Indonesia are Facebook, Twitter, Youtube, Social media, and Tiktok. Among these social media, Facebook and Social media are the social media platforms that have the most users. One of the causes is the lack of promotion of tourist attractions in Banten Province Based on this background, this research is intended to measure the influence of Social Media Marketing which uploads tourist destinations in Banten Province with interest in visiting which is mediated by perceived value

Methods

Findings

Discussion

Conclusion