HUBUNGAN TERPAAN PROMISI WISATA TERHADAP MINAT BERKUNJUNG KE OBJEK WISATA CITUMANG
Sari
ABSTRAK
Citumang merupakan salah satu objek wisata di Kabupaten Pangandaran yang memiliki potensi yang sangat besar. Dalam meingkatkan kunjungan wisatawan, promosi merupakan suatu keharusan. Efektititas promosi sangat tergantung strategi promosi yang dilakukan. Penelitian ini bertujuan untuk mengetahui sejauh mana efektifitas promosi pariwisata terhadap minat wisatawan. Penelitian ini menggunakan kerangka teori Elaboration Likelihood Model sebagai kerangka teori. Metode penelitian ini adalah dengan Metode kuantitatif dengan pendekatan survey, populasi pada penelitian ini adalah mahasiswa yang pernah melihat promosi objek wisata Citumang baik melalui facebook, instagram, maupun youtube. Hasil penelitian menunjukan bahwa kualitas pesan dan desain pesan dalam promosi memiliki hubungan yang kuat terhadap minat wisatawan untuk berkunjung ke objek Wisata Citumang. Pesan yang lengkap dan akurat serta pesan yang dikemas secara atraktif memiliki hubungan yang kuat dengan efektifitas promosi dan minat kunjungan.
Kata Kunci: promosi, ELM, Minat
ABSTRACT
Citumang is one of the attractions in Pangandaran Regency which has enormous potential. In increasing tourist visits, promotion is a must. The effectiveness of promotion depends very much on the promotional strategy adopted. This study aims to determine the effectiveness of tourism promotion of tourist interest. This study uses the Elaboration Likelihood Model theoretical framework as a theoretical framework. This research method is a quantitative method with a survey approach, the population in this study are students who have seen the promotion of Citumang attractions either through Facebook, Instagram, or YouTube. The results showed that the quality of messages and message design in promotion has a strong relationship with the interest of tourists to visit Citumang Tourism objects. Complete and accurate messages and messages that are attractively packaged have a strong relationship with the effectiveness of promotions and interest in visits
Keywords: promotion, ELM, Interest
Kata Kunci
Teks Lengkap:
PDFReferensi
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DOI: https://doi.org/10.31294/par.v7i1.8082
