Tesis
Pengaruh Pemasaran Digital dan Media Sosial terhadap Perilaku Pariwisata (Studi Kasus Tajikistan)
This research examines the influence of social media and online marketing on the travel behaviors of domestic tourists in the capital city of Tajikistan, Dushanbe, as the main destination. With the development of new technologies in the modern digital age, digital tools could significantly change the preferences of travelers to choose tourism destinations. In this regard, social media, with its wide audience through Instagram, Facebook, YouTube, and others, became not only an effective tool for tourism marketing but also for affecting tourism decision-making processes. That's why the study examines the impact of tourists’ attitudes towards online tourism information, such as information quality and its user-friendly accessibility, satisfaction, interaction with digital marketing tools, and behavioral intentions, including intention to visit tourism destinations and electronic word of mouth (eWOM). Applying a quantitative approach, the study conducted an online survey with 125 respondents among two demographic groups named Gen Z and Millennials aged 18 to 40 years. Following that, the main data was analyzed through SEM using Smart PLS 4. Findings show that user-friendly accessibility (UFA) was the most influential factor in our research. It had a significant effect on tourist satisfaction (S), digital marketing interaction (DMI), and electronic word-of-mouth (eWOM). However, online information quality (OIQ) did not have a significant effect on the satisfaction of tourists (S) and the behavioral intentions. This study adds new literature to the limited research on digital tourism behavior in Central Asia. That's why it provides practical suggestions for the local tourism agency in Tajikistan to enhance digital strategies to attract more tourists to the destinations.
| Call Number | Location | Available |
|---|---|---|
| T 161/25 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Pascasarjana Ilmu Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia 2025 |
|---|---|
| Edisi | - |
| Subjek | Social media Behavioral intentions Tourist satisfaction Digital Marketing Tourism Behavior Online Information Quality User-Friendly Accessibility |
| ISBN/ISSN | - |
| Klasifikasi | NONE |
| Deskripsi Fisik | xii, 161 p. : il. ; 30 cm. |
| Info Detail Spesifik | Tesis |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |