THE INFLUENCE OF TIKTOK INFORMATION QUALITY TOWARDS DESTINATION IMAGE FORMATION IN GREATER BANDUNG

• Main Author: Alif Fairuz Abadi, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57654
• Institution: Institut Teknologi Bandung

Tourism is one of the most affected sectors because of the Covid-19 pandemic, particularly the Greater Bandung area, with a 60% drop in travelers. Therefore, the recovery process of tourism is crucial, as the tourism industry is an essential sector that contributes considerably to people's lives. One of the government's optimized initiatives is to enhance the popularity of tourist destinations in Greater Bandung. One way to promote destinations is to reinforce a destination's image. Destination image is an essential strategy given the perceived belief and overall understanding of a tourist destination in the destination's image. The destination's image consists of two types of factors, including personal factors and stimulus, where the information source is one of the stimulus factors. Social media is one of the essential information sources in the destination image formation process, and the current tendency to use social media is also relatively high and significant. In 2019-2020, TikTok was the social media with the fastest user growth. As a content-oriented social media, this research f ocuses on testing the content aspects of TikTok using the information quality model. This research wants to find out more about the information quality factors, which factors are included in TikTok and influence destination image formations? Which factors have the most influence on destination image formation? And based on that, what recommendations can be given to DMO's Greater Bandung to optimize TikTok as a tourism communication channel? The survey included 219 respondents from Greater Jakarta, Greater Bandung, and West Java who had watched TikTok videos related to Greater Bandung destinations. The data is then processed using the SmartPLS 3.0 application by the PLS-SEM data analysis approach. With the result that interestingness was positively correlated with both cognitive image and affective image, while relevancy was positively correlated with the cognitive image. Then among these factors, relevance has the most significant influence on cognitive image, and interestingness has the most significant influence on the affective image. As a result, DMO's role should be to encourage organic content creation by society or users through the challenge approach or key opinion leader (KOL) while directing the content created to emphasize aspects of relevance and interest. As a result, it is intended that this study will contribute to improving the Greater Bandung destination image, hence increasing tourist intents to visit Bandung and thus contributing as a post Covid-19 pandemic tourism recovery plan.