Beni Ismarizal, - (2024) PENGARUH KONTEN FOTO INSTAGRAM BUATAN DESTINATION MARKETING ORGANIZATION (DMO) TERHADAP NIAT BERKUNJUNG KE DESTINASI WISATA YANG DIMEDIASI OLEH CITRA DESTINASI. S2 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh konten foto instagram buatan DMO terhadap niat berkunjung ke destinasi wisata yang dimediasi oleh citra destinasi. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan penelitian deskriptif dan verifikatif. Analisis data dilakukan menggunakan Exploratory Factor Analysis terhadap sampel 200 responden Generasi Y dan Z, serta Structural Equation Modeling terhadap sampel 400 pengikut akun Wonderfull Indonesia dari Generasi Y dan Z. Data dikumpulkan melalui kuesioner berbasis Google Form yang disebar melalui berbagai platform seperti WhatsApp, Instagram, dan Telegram. Dalam penelitian ini menemukan bahwa konten foto instagram buatan DMO memiliki pengaruh positif dan signifikan terhadap niat berkunjung ke destinasi wisata serta citra destinasi, selanjutnya citra destinasi berpengaruh positif dan signifikan terhadap niat berkunjung ke destinasi wisata. Citra destinasi memediasi pengaruh konten foto instagram buatan DMO terhadap niat berkunjung ke destinasi. Implikasi dari penelitian ini pengelola maupun pemasar destinasi wisata harus fokus pada konten foto yang menarik sehingga sesuai bagi perspektif Gen Y dan Z dimasa yang akan datang. Penelitian ini merekomendasikan untuk mengembangkan konstruk dari berbagai sudut pandang keilmuan pariwisata, pemasaran pariwisata, dan destinasi wisata. peneliti selanjutnya juga dapat menguji hubungan antara variabel konten foto instagram buatan DMO dengan variabel lainya, seperti Customer Satisfaction, Behavioral Intention, brand loyalty, Keputusan berkunjung. This study aims to analyze the influence of Destination Marketing Organization (DMO)-created Instagram photo content on the intention to visit tourist destinations, mediated by destination image. The research method employed is a quantitative approach with descriptive and verificative research. Data analysis was conducted using Exploratory Factor Analysis on a sample of 200 respondents from Generation Y and Z, as well as Structural Equation Modeling on a sample of 400 followers of the Wonderful Indonesia account from Generation Y and Z. Data were collected through a Google Form-based questionnaire distributed via various platforms such as WhatsApp, Instagram, and Telegram. The study found that DMO-created Instagram photo content has a positive and significant influence on the intention to visit tourist destinations as well as destination image. Furthermore, destination image has a positive and significant influence on the intention to visit tourist destinations. Destination image mediates the influence of DMO-created Instagram photo content on the intention to visit destinations. The implications of this study suggest that destination managers and marketers should focus on creating compelling photo content that resonates with the perspectives of Generation Y and Z in the future. This study recommends further development of constructs from various perspectives in tourism science, tourism marketing, and tourist destinations. Subsequent researchers may also test the relationship between DMO-created Instagram photo content variables and other variables such as Customer Satisfaction, Behavioral Intention, Brand Loyalty, and Visit Decision
| Item Type: | Thesis (S2) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=list_works&hl=en&hl=en&user=9mmfYjkAAAAJ ID Sinta Dosen Pembimbing : A.H. Galih Kusumah: 5989818 Caria Ningsih: 6039392 |
| Uncontrolled Keywords: | Konten foto instagram buatan DMO, Citra Destinasi, Niat Berkunjung, Pemasaran Pariwisata DMO-created Instagram photo content, Destination Image, Intention to Visit, Tourism Marketing |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan |
| Depositing User: | Beni Ismarizal |
| Date Deposited: | 24 Jul 2024 01:38 |
| Last Modified: | 24 Jul 2024 01:38 |
| URI: | http://repository.upi.edu/id/eprint/118545 |
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