Impact of Digital Content Marketing on Tourist Visit Interest to Melasti Beach: The Mediating Role of Social Word of Mouth
Objective: This study aims to determine the role of social word of mouth in mediating the influence of digital content marketing on visiting interests. Design/Methods/Approach: This research uses a purposive sampling technique on 385 respondents who used social media and had never visited Melasti...
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Airlangga
2022-08-01
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| Series: | Jurnal Manajemen Teori dan Terapan |
| Subjects: | |
| Online Access: | https://e-journal.unair.ac.id/JMTT/article/view/35708 |
| _version_ | 1797964512749420544 |
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| author | Ida Ayu Kusuma Dewi Putu Gde Arie Yudhistira Ni Ketut Wiwiek Agustina |
| author_facet | Ida Ayu Kusuma Dewi Putu Gde Arie Yudhistira Ni Ketut Wiwiek Agustina |
| author_sort | Ida Ayu Kusuma Dewi |
| collection | DOAJ |
| description | Objective: This study aims to determine the role of social word of mouth in mediating the influence of digital content marketing on visiting interests.
Design/Methods/Approach: This research uses a purposive sampling technique on 385 respondents who used social media and had never visited Melasti Beach tourist attractions. The data collection technique uses a questionnaire. This research uses SmartPLS 4 to test the validity, reliability, and various tests.
Findings: As a result of the study, it is found that digital content marketing has a positive effect on visiting interest, digital content marketing has a positive effect on social word of mouth, social word of mouth has a positive effect on visiting interest, and social word of mouth mediates digital content marketing on visiting interest.
Originality: The development of digitalization has led to new ways for tourists to look for references through social word of mouth on social media. This research topic becomes very important for marketers considering that the application of content marketing strategies presents social word of mouth on social media. This is important, especially for a tourist attraction, to generate interest in visiting.
Practical/Policy implication: Identification of social word of mouth on social media can be used as a benchmark in mediating digital content marketing and visiting interest. The results of this study have implications for the tourist attraction of Melasti Beach to create interesting content. |
| first_indexed | 2024-04-11T01:45:09Z |
| format | Article |
| id | doaj.art-107b6e73bb174f7ba73050f3f130b0f7 |
| institution | Directory Open Access Journal |
| issn | 1979-3650 2548-2149 |
| language | English |
| last_indexed | 2024-04-11T01:45:09Z |
| publishDate | 2022-08-01 |
| publisher | Universitas Airlangga |
| record_format | Article |
| series | Jurnal Manajemen Teori dan Terapan |
| spelling | doaj.art-107b6e73bb174f7ba73050f3f130b0f72023-01-03T07:36:39ZengUniversitas AirlanggaJurnal Manajemen Teori dan Terapan1979-36502548-21492022-08-0115228629910.20473/jmtt.v15i2.3570833723Impact of Digital Content Marketing on Tourist Visit Interest to Melasti Beach: The Mediating Role of Social Word of MouthIda Ayu Kusuma Dewi0https://orcid.org/0000-0002-9556-7653Putu Gde Arie Yudhistira1https://orcid.org/0000-0002-5116-5361Ni Ketut Wiwiek Agustina2https://orcid.org/0000-0003-3605-3262Politeknik Pariwisata Bali, Badung, IndonesiaPoliteknik Pariwisata Bali, Badung, IndonesiaPoliteknik Pariwisata Bali, Badung, IndonesiaObjective: This study aims to determine the role of social word of mouth in mediating the influence of digital content marketing on visiting interests. Design/Methods/Approach: This research uses a purposive sampling technique on 385 respondents who used social media and had never visited Melasti Beach tourist attractions. The data collection technique uses a questionnaire. This research uses SmartPLS 4 to test the validity, reliability, and various tests. Findings: As a result of the study, it is found that digital content marketing has a positive effect on visiting interest, digital content marketing has a positive effect on social word of mouth, social word of mouth has a positive effect on visiting interest, and social word of mouth mediates digital content marketing on visiting interest. Originality: The development of digitalization has led to new ways for tourists to look for references through social word of mouth on social media. This research topic becomes very important for marketers considering that the application of content marketing strategies presents social word of mouth on social media. This is important, especially for a tourist attraction, to generate interest in visiting. Practical/Policy implication: Identification of social word of mouth on social media can be used as a benchmark in mediating digital content marketing and visiting interest. The results of this study have implications for the tourist attraction of Melasti Beach to create interesting content.https://e-journal.unair.ac.id/JMTT/article/view/35708digital content marketingsocial word of mouthvisiting intention |
| spellingShingle | Ida Ayu Kusuma Dewi Putu Gde Arie Yudhistira Ni Ketut Wiwiek Agustina Impact of Digital Content Marketing on Tourist Visit Interest to Melasti Beach: The Mediating Role of Social Word of Mouth Jurnal Manajemen Teori dan Terapan digital content marketing social word of mouth visiting intention |
| title | Impact of Digital Content Marketing on Tourist Visit Interest to Melasti Beach: The Mediating Role of Social Word of Mouth |
| title_full | Impact of Digital Content Marketing on Tourist Visit Interest to Melasti Beach: The Mediating Role of Social Word of Mouth |
| title_fullStr | Impact of Digital Content Marketing on Tourist Visit Interest to Melasti Beach: The Mediating Role of Social Word of Mouth |
| title_full_unstemmed | Impact of Digital Content Marketing on Tourist Visit Interest to Melasti Beach: The Mediating Role of Social Word of Mouth |
| title_short | Impact of Digital Content Marketing on Tourist Visit Interest to Melasti Beach: The Mediating Role of Social Word of Mouth |
| title_sort | impact of digital content marketing on tourist visit interest to melasti beach the mediating role of social word of mouth |
| topic | digital content marketing social word of mouth visiting intention |
| url | https://e-journal.unair.ac.id/JMTT/article/view/35708 |
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