Pengaruh Parasocial Interaction Dari Travel Vlogger Terhadap Keinginan Untuk Mengunjungi Destinasi Wisata [The Effect of Parasocial Interaction from Travel Vloggers on Desire to Visit Tourist Destinations]

Purnamaningsih Purnamaningsih, Septi Fahmi Choirisa, Elissa Dwi Lestari, Nosica Rizkalla

Abstract


Tourism is a growing industry in Indonesia. In early 2019, the government established super priority destinations that are expected to enhance the number of tourist visits to Indonesia. However, the increase of a tourist destination to a super priority destination has some challenges in some areas, as some tourists simply fail their trip because of the fairly high entrance costs on the super priority tourist destination, this of course makes the number of tourists visiting decrease. In addition, the pandemic of covid in early 2020 also caused many tourists to cancel their visit to Indonesia. Therefore, the study aims to enhance the number of tourist visits in Indonesia through reviews from travel vloggers on YouTube. This research wants to see what factors can drive the desire of tourists to visit through the approach of parasocial interaction that is the relationship between subscriber and travel vlogger. The study tested 4 hypotheses with the analysis of the Structural Equation Model (SEM). The results of this study indicate that attitudes of homophily and physical attractiveness have a positive effect on parasocial interaction, which will then affect intention to visit. Social attractiveness in this study has not been shown to have an effect on parasocial interaction. The managerial implications of this research related to tourism will be explored in depth.

Bahasa Indonesia Abstrak: Pariwisata merupakan industri yang sedang berkembang di Indonesia. Pada awal 2019 pemerintah menetapkan destinasi superpriortas yang diharapkan dapat meningkatkan jumlah kunjungan wisatawan di Indonesia. Namun demikian, peningkatan sebuah destinasi wisata menjadi destinasi superprioritas memiliki beberapa tantangan di beberapa daerah, seperti beberapa wisatawan justru menggagalkan perjalananya karena biaya masuk yang cukup tinggi pada destinasi wisata superprioritas tersebut, hal ini tentu saja membuat jumlah wisatawan yang berkunjung menurun. Selain itu, adanya pandemic covid diawal tahun 2020 juga membuat banyak wisatawan membatalkan kunjungannya ke Indonesia. Oleh karena itu, penelitian ini bertujuan untuk meningkatkan jumlah kunjungan wisata di Indonesia melalui ulasan dari travel vlogger di Youtube.  Penelitian ini ingin melihat faktor apa saja yang dapat mendorong keinginan wisatawan untuk berkunjung melalui pendekatan parasocial interaction yaitu hubungan yang terjalin antara subscriber dan travel vlogger. Penelitian ini menguji 4 hipotesis dengan analisis Structural Equation Model (SEM). Hasil dari penelitian ini menunjukan bahwa attitude homophily dan physical attractiveness memiliki pengaruh positif terhadap parasocial interaction, yang kemudian akan mempengaruhi intention to visit. Sedangkan social attractiveness pada penelitian ini tidak terbukti berpengaruh terhadap parasocial interaction. Implikasi manajerial penelitian ini terkait pariwisata akan dijelaksan secara mendalam.

 


Keywords


parasocial interaction; attractiveness; intention to visit



DOI: http://dx.doi.org/10.19166/derema.v17i1.4247

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