PENGARUH PAPARAN MEDIA SOSIAL TERHADAP NIAT MENGUNJUNGI DESTINASI WISATA (STUDI PADA STUDIO ALAM GAMPLONG)
DOI:
https://doi.org/10.24002/modus.v32i2.3530Abstract
ABSTRACTThis study examines how the influence of social media exposure in shaping the behavior of tourists visiting the destination. The destination referred to in this study is a film tourism destination such as Studio Alam Gamplong and also how it affects the desires and gratification of destination content. Questionnaires were distributed as many as 202, but the number of samples used in this study were 173 respondents, respondents who had access to information about the Bumi Manusia and knew the Studio Alam Gamplong as the shooting location. The results of the study note that exposure to social media affects the intention to visit tourist destinations through the desire to travel and gratification of destination content, as well as the direct effect between social media exposure on the intention to visit tourist destinations. In addition, the mediation test results in a complementary and partial mediation model that can influence between independent variables on the dependent variable in the model both directly and indirectly. The desire to travel is an important variable in this study in formulating the intention of visiting tourists to the Studio Alam Gamplong.
Keywords: social media exposure; desire to travel to destination; gratification destination content; intention to visit destination
ABSTRAK
Penelitian ini melihat bagaimana pengaruh paparan media sosial dalam membentuk perilaku wisatawan yang mengunjungi destinasi wisata. Destinasi wisata yang diteliti pada penelitian ini adalah destinasi wisata film seperti Studio Alam Gamplong dan pengaruhnya terhadap keinginan dan gratifikasi konten destinasi. Kuesioner yang dibagikan berjumlah 202, namun sampel dalam penelitian ini berjumlah 173 responden, yaitu para responden yang memiliki akses informasi tentang film Bumi Manusia dan mengetahui Studio Alam Gamplong sebagai tempat syuting film. Hasil penelitian ini menunjukkan bahwa paparan media sosial mempengaruhi niat mengunjungi destinasi wisata melalui keinginan untuk melakukan perjalanan dan gratifikasi konten destinasi, serta terdapat pengaruh langsung paparan media sosial pada niat mengunjungi destinasi wisata. Selain itu, hasil pengujian mediasi menunjukkan model mediasi komplementer dan parsial yang mempengaruhi hubungan antara variabel independen dan variabel dependen baik secara langsung maupun tidak langsung. Keinginan melakukan perjalanan merupakan variabel yang penting dalam penelitian ini di dalam merumuskan niat mengunjungi destinasi wisata Studio Alam Gamplong.
Kata kunci: paparan media sosial; keinginan melakukan perjalanan; gratifikasi konten destinasi; niat mengunjungi destinasi
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