ANALYZING THE INFLUENCE OF SOCIAL MEDIA BENEFITS IN AFFECTING PURCHASE INTENTION TO RESERVE A LIVEABOARD PHINISI TRIP IN LABUAN BAJO
Tourism has emerged as a key driver of economic growth, leading to a significant emphasis on maximizing consumption within the industry. Bali, as one of Indonesia's prominent tourism destinations, is renowned for its natural beauty and rich culture, attracting not only domestic travelers but al...
Saved in:
| Main Author: | |
|---|---|
| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/76516 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Tourism has emerged as a key driver of economic growth, leading to a significant emphasis on maximizing consumption within the industry. Bali, as one of Indonesia's prominent tourism destinations, is renowned for its natural beauty and rich culture, attracting not only domestic travelers but also tourists from around the world. Recognizing the global popularity of Bali, the Indonesian Ministry of Tourism and Creative Economy launched the '10 Bali Baru' program, aiming to promote and enhance the appeal of ten other local tourist destinations to rival Bali's success. Among these destinations is Labuan Bajo, which offers tropical landscapes and a unique experience with Liveaboard Phinisi trips. This study focuses on bolstering the tourism industry in Labuan Bajo through social media marketing efforts that can attract tourism consumers' intention to book Liveaboard Phinisi tours. To achieve this, a quantitative approach was employed. The research gathered data from 238 survey respondents in Indonesia and conducted the data analysis using PLS-SEM. It is found that from the four Social Media Benefits that fall into the research model, three are most significant in attracting purchase intention, namely Monetary, Functional, and Socio-Psychological Benefits. Hence, the recommendations that this research offers, based on the findings, are to maintain a positive community and relationships between brand and consumers on social media, create marketing campaign for bigger discounts and special offers during high and special seasons, and collaborate with travel influencers for first-hand testimony and experience sharing through social media. The research findings offer valuable marketing insights to increase purchase intention for domestic tourism products through effective social media marketing strategies. |
|---|