STUDI PERILAKU PENGGUNAAN MEDIA SOSIAL WISATAWAN MILENIAL DALAM PENCARIAN INFORMASI DAYA TARIK WISATA DI KABUPATEN BADUNG

Putu Ade Wijana; I Putu Andre Putra Pratama; Isvari Ayu Pitanatri; Ni Kadek Sri Mirayani; I Gusti Ngurah Oka Widjaya

doi:10.47492/jrt.v5i1.3910

Putu Ade Wijana Prodi Sarjana Industri Perjalanan Wisata, Universitas Udayana
I Putu Andre Putra Pratama Program Studi Sarjana Industri Perjalanan Wisata, Universitas Udayana
Isvari Ayu Pitanatri Prodi Sarjana Industri Perjalanan Wisata, Universitas Udayana
Ni Kadek Sri Mirayani Prodi Pengelolaan Perhotelan, Universitas Udayana
I Gusti Ngurah Oka Widjaya Prodi Pengelolaan Perhotelan, Universitas Udayana

DOI: https://doi.org/10.47492/jrt.v5i1.3910

Keywords: Behaviour, Social Media, Tourist Attraction

Abstract

Tourist behaviour is influenced by several factors. Therefore, the main objectives of this study are to analyse (1) the influence of behaviour on tourist attraction in Badung Regency, and (2) the influence of social media on tourist attraction in Badung Regency. Purposive sampling is applied in this study with 100 respondents. This study utilized primary data through a questionnaire distributed to respondents. The analysis technique employed Structural Equation Modelling (SEM) using SmartPLS software. This study found that behaviour influences tourist attraction with a p-value of 4.154 and significance of 0.000. Social media influences tourist attraction with a p-value of 56.77 and significance of 0.000. This study is important to provide a scientific basis for developing digital tourism promotion strategies in Badung, uncover the actual preferences of millennials as the dominant tourist group, and assist in optimizing the use of social media to effectively and sustainably encourage tourist visits.