DAMPAK MEDIA SOSIAL DAN WORD OF MOUTH TERHADAP OVERTOURISM
Sari
ABSTRAK
Era digital telah mengubah gaya hidup masyarakat menjadi pengguna media sosial. Penggunaan media sosial menjadi meningkat dalam menyebarkan berita maupun dalam mencari berita. Informasi pariwisata dan berbagi pengalaman berwisata sering dilakukan oleh wisatawan melalui media sosial yang memicu ketertarikan calon wisatawan untuk berkunjung di suatu destinasi. Penelitian ini menganalisis dampak media sosial dan word of mouth terhadap over-tourism dengan pendekatan kuantitatif menggunakan alat analisis Smart PLS 3. Metode survey digunakan untuk menyebarkan kuesioner kepada 106 mahasiswa yang menggunakan media sosial dalam mencari informasi. Hasil penelitian ini menunjukkan bahwa media sosial dan word of mouth berpengaruh positif dan signifikan terhadap over-tourism. Artinya semakin banyak pengguna media sosial serta pelaku word of mouth memberikan kontribusi terhadap peningkatan jumlah wisatawan yang mengakibatkan terjadinya over-tourism. Pemangku kepentingan pariwisata harus mengelola media sosial dengan baik supaya tidak terjadi kesalah-pahaman baik dari pemberi informasi maupun penerima informasi, karena media sosial merupakan salah satu cara dalam membangun hubungan dengan wisatawan dan calon wisatawan.
Kata Kunci: media sosial, word of mouth, over-tourism, pariwisata, wisatawan
ABSTRACT
The digital era has changed people's lifestyles into social media users. The use of social media is increasing in spreading the news as well as in searching for news. Tourism information and sharing of travel experiences are often done by tourists through social media which triggers the interest of potential tourists to visit a destination. This study analyzes the impact of social media and word of mouth on over-tourism with a quantitative approach using the Smart PLS 3 analysis tool. The survey method was used to distribute questionnaires to 106 students who used social media to find information. The results of this study indicate that social media and word of mouth have a positive and significant effect on over-tourism. This means that more and more social media users and word of mouth actors contribute to the increase in the number of tourists which results in over-tourism. Tourism stakeholders must manage social media well so that there are no misunderstandings from both information givers and recipients of information, because social media is one way to build relationships with tourists and potential tourists.
Key words: Social media, word of mouth, over-tourism, tourism, tourists
Kata Kunci
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DOI: https://doi.org/10.31294/par.v8i2.10968
