Modeling Interest in Visiting Through Expected Values in Tourism at Solok Regency, Indonesia
Keywords:Brand Element, Brand Identity, Destination Branding, City Branding
Purpose: This study aims to determine the effect of Digital Marketing, Local Wisdom and Facilities on Tourist Interests in Visiting Tourism in Solok Regency.
Theoretical framework: Competition for tourist destinations requires understanding, apart from tourism destinations or tourism-specific factors, the inclusion of factors that affect competition for companies and organizations involved in the production of tourism "products". In other words, a tourist destination is competitive if it can attract and satisfy potential tourists and this competition is determined by tourism-specific factors and broader factors that influence tourism service providers. (Trusov, 2016)
Design/methodology/approach: The sample size in this study was adjusted to the Structural Equation Model, which became Structural Equation (SEM). This means that a minimum of 200 samples must be included in the SEM study using the MLE estimation model.
Findings: The findings in this study prove that facilities have a significant impact on the interest of visiting tourists. This proves that interest in visiting will increase along with the good facilities offered at a tourist destination, which is because the expectations of tourists who come before visiting a tourist attraction are to get satisfaction or happiness after visiting the tourist attraction.
Research, Practical & Social implications: The implicative suggestion from this study is that tourism managers must also prioritize developments that occur in the tourism industry so that tourism objects are not left behind in the face of competition with other tourist objects.
Originality/value: The drastic decrease in tourist visits to Solok Regency makes this a gap in this study. So this research focuses on analyzing the factors that are considered relevant to influence the decision to visit, namely product, price and digital marketing. The novelty in this study lies in the object under study, namely all existing tourist destinations with the research subjects being visiting tourists using the Structural Equation Modeling (SEM) approach. The results of this study are expected to contribute to the development of marketing science, especially in the tourism sector.
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