Pengaruh Citra Destinasi Dan Promosi Digital Terhadap Minat Berkunjung Wisatawan Di Budi Sun Resort Kabupaten Sikka
DOI:
https://doi.org/10.59603/ppiman.v4i3.1580Keywords:
Destination Image, Digital Promotion, Visiting Interest, TouristsAbstract
This study aims to: (1) describe destination image, digital promotion, and tourists' visiting interest; and (2) analyze the effect of destination image and digital promotion on tourists' visiting interest at Budi Sun Resort, Sikka Regency, both partially and simultaneously. The population consisted of 398 visitors of Budi Sun Resort in 2025. The sample was selected using purposive sampling, and its size was determined using the Slovin formula with a 10% margin of error, resulting in 80 respondents. Data were collected through questionnaires using a five-point Likert scale and analyzed using descriptive statistics and multiple linear regression analysis with IBM SPSS Statistics 26. Hypotheses were tested using the t-test and F-test at a 5% significance level. The descriptive results show that destination image (62.10%), digital promotion (62.09%), and visiting interest (62.10%) are all in the fairly good category. The t-test shows that, partially, destination image has a positive and significant effect on visiting interest (t = 2.517; sig. = 0.014), and digital promotion also has a significant effect on visiting interest (t = 2.054; sig. = 0.029). The F-test shows that, simultaneously, destination image and digital promotion have a significant effect on visiting interest (F = 3.364; sig. = 0.040). The coefficient of determination (R²) of 0.640 indicates that both variables explain 64.0% of the variation in visiting interest, while the remaining 36.0% is explained by other factors.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Beerli, A., & Martín, J. D. (2004). Factors influencing destination image. Annals of Tourism Research, 31(3), 657–681.
Bigne, J. E., Sanchez, M. I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour. Tourism Management, 22(6), 607–616.
Booking.com. (2026). Budi Sun Resort. https://www.booking.com/hotel/id/budi-sun-resort.html
Chaffey, D. (2015). Digital business and e-commerce management (6th ed.). Pearson Education Limited.
Echtner, C. M., & Ritchie, J. R. B. (1991). The meaning and measurement of destination image. Journal of Tourism Studies, 2(2), 2–12.
Expedia. (2026). Budi Sun Resort. https://www.expedia.co.id/Maumere-Hotels-Budi-Sun-Resort
Ferdinand, A. (2014). Metode penelitian manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
Gartner, W. C. (1993). Image formation process. Journal of Travel & Tourism Marketing, 2(2–3), 191–216.
Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26. Semarang: Badan Penerbit Universitas Diponegoro.
Hapsari. (2023). Pengaruh citra destinasi dan promosi media sosial terhadap minat berkunjung.
Instagram. (2026). @budi_sun_resort. https://www.instagram.com/budi_sun_resort
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lestari. (2023). Pengaruh konten digital terhadap minat berkunjung wisatawan.
Nugroho. (2021). Pengaruh citra destinasi dan promosi digital terhadap minat berkunjung. (Lengkapi nama jurnal, volume, dan halaman)
Pratama, R., & Lestari, S. (2021). Pengaruh citra destinasi dan promosi terhadap minat berkunjung wisatawan. Jurnal Manajemen Pariwisata, 4(1), 45–55.
Putra, A., & Astuti, R. (2018). Pengaruh citra destinasi terhadap minat berkunjung wisatawan. Jurnal Pariwisata Nusantara, 3(2), 78–85.
Rahman, F. (2022). Pengaruh digital marketing terhadap minat berkunjung wisatawan. Jurnal Ekonomi dan Bisnis, 6(1), 90–100.
Ryan, D., & Jones, C. (2009). Understanding digital marketing: Marketing strategies for engaging the digital generation. Kogan Page.
Sari, D. P., & Nugroho, A. (2019). Pengaruh promosi digital terhadap minat berkunjung wisatawan. Jurnal Pariwisata Modern, 2(1), 33–40.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Education.
Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Wibowo, A., Santoso, B., & Putri, D. (2020). Pengaruh media sosial terhadap minat berkunjung wisatawan. Jurnal Komunikasi Pariwisata, 3(3), 150–160.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 PPIMAN Pusat Publikasi Ilmu Manajemen
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
