Pengaruh Media Sosial terhadap Minat Berkunjung Wisatawan Domestik dengan Citra Destinasi sebagai Variabel Mediasi

Adhi Nanda Bintang Permata; Ida Bagus Gede Agung Widana; I Wayan Mertha

doi:10.55681/armada.v4i10.4469

Authors

Adhi Nanda Bintang Permata Jurusan Kepariwisataan, Program Studi Destinasi Pariwisata, Politeknik Pariwisata Bali, Indonesia
Ida Bagus Gede Agung Widana Jurusan Kepariwisataan, Program Studi Destinasi Pariwisata, Politeknik Pariwisata Bali, Indonesia
I Wayan Mertha Jurusan Kepariwisataan, Program Studi Destinasi Pariwisata, Politeknik Pariwisata Bali, Indonesia

DOI:

https://doi.org/10.55681/armada.v4i10.4469

Keywords:

Adventure Batur Kintamani, Citra Destinasi, Media Sosial, Minat Berkunjung

Abstract

Adventure Batur Kintamani memiliki potensi wisata alam dan aktivitas petualangan yang beragam, namun peran media sosial dalam membentuk citra destinasi dan meningkatkan minat berkunjung wisatawan domestik masih perlu dikaji secara empiris. Penelitian ini bertujuan mengetahui pengaruh media sosial terhadap minat berkunjung wisatawan domestik ke Adventure Batur Kintamani dengan citra destinasi sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS) melalui SmartPLS 4. Data dikumpulkan melalui kuesioner kepada 180 responden dengan teknik purposive sampling. Hasil penelitian menunjukkan bahwa media sosial dan citra destinasi berpengaruh positif dan signifikan terhadap minat berkunjung serta media sosial berpengaruh positif dan signifikan terhadap citra destinasi. Citra destinasi juga memediasi pengaruh media sosial terhadap minat berkunjung. Temuan menunjukkan bahwa media sosial berperan langsung dan tidak langsung dalam meningkatkan minat berkunjung melalui citra destinasi yang positif. Oleh karena itu, pengelolaan media sosial yang informatif, menarik, dan konsisten perlu ditingkatkan untuk memperkuat citra Adventure Batur Kintamani dan mendorong kunjungan wisatawan domestik.

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