Pengaruh Media Sosial, Electronic Word of Mouth (e-WOM) dan Daya Tarik Kuliner terhadap Minat Berkunjung Wisatawan ke Kota Tanjungpinang
DOI:
https://doi.org/10.38035/jafm.v6i6.2993Keywords:
Media Sosial, Electronic Word of Mouth, Daya Tarik Kuliner, Minat Berkunjung WisatawanAbstract
Penelitian ini mengkaji pengaruh media sosial, electronic word of mouth dan daya tarik kuliner terhadap minat berkunjung wisatawan ke Kota Tanjungpinang yang memiliki potensi kuliner dan budaya Melayu, namun tingkat kunjungan nya belum optimal. Tujuan penelitian menganalisis pengaruh ketiga variabel tersebut terhadap minat berkunjung wisatawan. Objek riset wisatawan yang berkunjung ke Kota Tanjungpinang. Penelitian pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 100 responden. Data di analisis menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan media sosial, electronic word of mouth, dan daya tarik kuliner berpengaruh positif dan signifikan terhadap minat berkunjung wisatawan, baik secara parsial maupun simultan. Kesimpulan menegaskan penguatan promosi berbasis digital, pengelolaan informasi daring yang efektif, serta pengembangan wisata kuliner berbasis identitas lokal merupakan faktor penting dalam meningkatkan minat berkunjung wisatawan ke Kota Tanjungpinang.
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