TOURIST ATTITUDES AS A FORMATION OF ELECTRONIC WORD-OF-MOUTH INTENTION AND VISIT INTENTION BUILT BY PERCEPTION OF SOCIAL MEDIA CONTENT AND PERCEPTION OF CITY IMAGE
DOI:
https://doi.org/10.19166/derema.v20i1.8929Kata Kunci:
perception of city image, tourist attitude, e-WOM intention, visit intention, perception of social media content, city image, tourismAbstrak
Garut is one of the regions in West Java that has a lot of tourism potential. However, the number of tourists visiting Garut in 2014–2023 has not fully reached its target. This study aims to examine the effect of the perception of social media content and perception of city image on tourist attitude and their impact on electronic word-of-mouth (e-WOM) intentions and visit intentions. The study used a quantitative approach. The population is domestic tourists from outside Garut, who are in the provinces of West Java, Jakarta, and Banten, who in the last 3-6 months have travelled and are over 18 years old. We took the sample using the convenience sampling technique, then followed it up with snowball sampling to target 220 respondents. Data were processed using Structural Equation Modelling. This study found that perceptions of social media content and perceptions of city image affect tourist attitude. Tourists' attitude affects e-WOM intentions and visit intentions. E-WOM intentions affects visit intentions. Tourist attitude mediate the effect of perceptions of social media content and perceptions of city image on both e-WOM intentions and visit intentions. The managerial implication is that the efforts to generate tourist visit intentions are through strengthening their attitude built by perceptions of the city's image, and by encouraging their intention to actively participate in e-WOM activities related to tourism in Garut, supported by designing more attractive social media content.
ABSTRAK DALAM BAHASA INDONESIA
Garut merupakan salah satu daerah di Jawa Barat yang memiliki banyak potensi wisata. Namun, jumlah wisatawan yang berkunjung ke Garut dalam kurun waktu 2014-2023 belum sepenuhnya mencapai target. Penelitian ini bertujuan untuk menguji pengaruh persepsi atas konten media sosial dan persepsi atas citra kota terhadap sikap wisatawan serta dampaknya terhadap niat melakukan Electronic Word-of-Mouth (e-WOM) dan niat berkunjung wisatawan ke Kota Garut. Penelitian ini menggunakan pendekatan kuantitatif. Populasi penelitian adalah wisatawan nusantara dari luar Garut, yang berada di provinsi Jawa Barat, DKJ Jakarta, dan Banten, yang dalam 3-6 bulan terakhir pernah melakukan perjalanan wisata, dan berusia di atas 18 tahun. Sampel diambil dengan menggunakan teknik convenience sampling yang dilanjutkan dengan snowball sampling dengan target 220 responden. Data diolah dengan menggunakan Structural Equation Modeling. Temuan mengungkapkan bahwa persepsi atas konten media sosial dan persepsi atas citra kota memengaruhi sikap wisatawan. Sikap wisatawan memengaruhi niat melakukan e-WOM dan niat berkunjung. Niat melakukan e-WOM memengaruhi niat berkunjung. Sikap wisatawan memediasi pengaruh persepsi atas konten media sosial dan persepsi atas citra kota, baik terhadap niat melakukan e-WOM maupun terhadap niat berkunjung. Implikasi manajerial dari penelitian ini bahwa upaya yang dapat dilakukan oleh pengelola destinasi wisata di Garut untuk membangkitkan niat berkunjung wisatawan, adalah melalui penguatan sikap yang dibangun oleh persepsi atas citra kota, serta dengan mendorong niat mereka untuk berpartisipasi aktif dalam kegiatan e-WOM terkait wisata di Garut, yang ditunjang dengan merancang konten media sosial yang lebih menarik.
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