Pengaruh Generated Content terhadap Visit Decision pada Taman Margasatwa dan Budaya Kinantan

Abstract

Perkembangan teknologi digital telah mengubah perilaku wisatawan dalam mencari informasi mengenai suatu destinasi. Konten digital yang dihasilkan pengguna maupun pengelola destinasi menjadi faktor penting dalam memengaruhi persepsi dan keputusan berkunjung. Jumlah kunjungan wisatawan ke Taman Margasatwa dan Budaya Kinantan masih mengalami fluktuasi, sehingga diperlukan pemahaman mengenai peran pemasaran digital dalam memengaruhi keputusan berkunjung. Penelitian ini bertujuan untuk menganalisis pengaruh user generated content dan firm generated content terhadap visit decision dengan destination image sebagai variabel mediasi pada Taman Margasatwa dan Budaya Kinantan. Data penelitian diperoleh melalui penyebaran kuesioner kepada 200 responden yang memenuhi kriteria penelitian. Data dianalisis menggunakan analisis deskriptif dan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa user generated content, firm generated content, dan destination image berpengaruh positif dan signifikan terhadap visit decision. Selain itu, destination image secara signifikan memediasi pengaruh user generated content dan firm generated content terhadap visit decision

The development of digital technology has changed the behavior of tourists in seeking information about a destination. Digital content generated by users and firm has become an important factor in influencing perceptions and visiting decisions. The number of tourist visits to the Kinantan Wildlife and Cultural Park still fluctuates, so it is necessary to understand the role of digital marketing in influencing visiting decisions. This study aims to analyze the influence of user generated content and firm generated content on visit decisions, with destination image as a mediating variable at the Kinantan Wildlife and Cultural Park in Bukittinggi. The research data were obtained by distributing questionnaires to 200 respondents who met the research criteria. The data were analyzed using descriptive analysis and Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results show that user generated content, firm generated content, and destination image have a positive and significant effect on visit decisions. In addition, destination image significantly mediates the influence of user generated content and firm generated content on visit decisions