The Role of Social Media Influencers in Building Strategies to Increase Visits Tourism
Dublin Core
Creator
M Rafli Suhardi, Lailatul Hikmah, Umu Khouroh, Syarif Hidayatullah, Irany Windhyastiti
Proceedings Item Type Metadata
Abstract/Description
This research uses self-congruity theory, which initially refers to the compatibility between consumers and brands or products, to the compatibility between endorsers and potential tourists to evaluate the effectiveness of endorsements. This study aims to analyze the influence of influencer marketing, attitude towards the advertisement, attitude towards the destination on intention to visit. The sample in this study are 101 respondents of tourism in East Java Park (Jatim Park) I. The research results show that influencer marketing, attitude towards the advertisement, and attitude towards the destination (atd) have significant influence on intention to visit in Jatim Park I. Attitude towards the advertisement and attitude towards the destination has greater impact on intention to visit than influencer marketing.
publication_date
2024/06/15
keywords
Attitude Towards Advertising, Attitude Towards Destination, Influencer Marketing, Intention to Visit
firstpage
244
lastpage
251
issn
3047-857X
conference
Proceedings of the International Symposium on Management (INSYMA)
publisher_name
Fakultas Bisnis dan Ekonomika, Universitas Surabaya
Volume
21
Files
Citation
M Rafli Suhardi, Lailatul Hikmah, Umu Khouroh, Syarif Hidayatullah, Irany Windhyastiti, “The Role of Social Media Influencers in Building Strategies to Increase Visits Tourism,” Proceedings of the International Symposium on Management (INSYMA), accessed November 12, 2024, https://insyma.org/proceedings/items/show/209.