HUBUNGAN TERPAAN PROMISI WISATA TERHADAP MINAT BERKUNJUNG KE OBJEK WISATA CITUMANG

Ikhsan Fuady, Tegar Ramadhan S.P, Maya Andina Sunarya, Ghiyats Hisyam

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


promosi, ELM, Minat, citumang

Teks Lengkap:

PDF

Referensi


Anonim, 2020. Body Rafting Citumang Terbaru 2020 https://gopangandaran. com/product/body-rafting-citumang-pangandaran/

Baber, A., Thurasamy, R., Malik, M. I., Sadiq, B., Islam, S., & Sajjad, M. (2016). Online word-of-mouth antecedents, attitude and intention-to-purchase electronic products in Pakistan. Telematics and Informatics, 33(2), 388–400. https://doi.org/10.1016/j.tele.2015.09.004

Bhattacherjee, A., & Clive Sanford. (2016). Influence Processes for Information Technology Acceptance : An Elaboration Likelihood Model1. MIS Quarterly, 30(4), 805–825.

Cheung, R. (2014). The Influence of Electronic Word-of-Mouth on Information Adoption in Online Customer Communities. Global Economic Review, 43(1), 42–57. https://doi.org/10.1080/1226508X.2014.884048

Duverger, P. (2013). Curvilinear Effects of User-Generated Content on Hotels’ Market Share: A Dynamic Panel-Data Analysis. Journal of Travel Research, 52(4), 465–478. https://doi.org/10.1177/0047287513478498

Fuady, I. (2011). Hubungan perilaku komunikasi dengan praktek budidaya pertanian organik.

Liu, Z., & Park, S. (2015). What makes a useful online review? Implication for travel product websites. Tourism Management, 47, 140–151. https://doi.org/10.1016/j.tourman.2014.09.020

Nee, V., Holm, H. J., & Opper, S. (2018). Learning to trust: From relational exchange to generalized trust in China. Organization Science, 29(5), 969–986. https://doi.org/10.1287/orsc.2018.1213

Nunes, R. H., Ferreira, J. B., de Freitas, A. S., & Ramos, F. L. (2018). Efeitos das recomendações de líderes de opinião em mídias sociais sobre a intenção de compra de seus seguidores. Revista Brasileira de Gestao de Negocios, 20(1), 57–73. https://doi.org/10.7819/rbgn.v20i1.3678

Wang, L., Qian, D., & Zhu, L. (2018). The effect of system generated cues on microblog rewarding repost behavior - a source credibility perspective. Journal of Electronic Commerce Research, 19(1), 104–118.

Wang, P. (2016). The influence process of electronic word-of-mouth on traveller’s visit intention: A conceptual framework. International Journal of Networking and Virtual Organisations, 16(1), 25–37. https://doi.org/10.1504/IJNVO.2016.075130

Widowati, T. I. (2015). Pengaruh kreativitas iklan, kualitas pesan iklan, dan daya tarik iklan terhadap sikap pada merek melalui efektivitas iklan pada iklan merek “X” di Surabaya. Kajian Ilmiah Mahasiswa Manajemen, 0(0). Retrieved from http://jurnal.wima.ac.id/index.php/KAMMA/article/view/762




DOI: https://doi.org/10.31311/par.v7i1.8082

Dipublikasikan oleh LPPM Universitas Bina Sarana Informatika

Jl. Kramat Raya No.98, Kwitang, Kec. Senen, Kota Jakarta Pusat, DKI Jakarta 10450
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License