The Role of Social Media Influencers in Building Strategies to Increase Visits Tourism

Abstract

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.