宣传片“精彩印尼:视觉之旅”对品牌形象和游客对瓦卡托比的参观兴趣的作用

JOURNAL OF TOURISM, CULINARY AND ENTREPRENEURSHIP (JTCE) Pub Date : 2021-03-18 DOI:10.37715/JTCE.V1I1.1799

Herien Natasya Santoso, Christy Widyawati, Rizki Adityaji

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引用次数: 3

摘要

Wakatobi是一个具有非凡自然美景潜力的旅游目的地。印尼政府也通过制作视频《精彩的印尼:视觉之旅》积极宣传瓦卡托比。然而，瓦卡托比的游客访问量仍然不是很高。因此，本研究旨在确定宣传片对品牌形象和访问Wakatobi兴趣的影响。本研究以151人为样本，结果显示，宣传片对品牌形象和游客参观兴趣有显著的正向影响。同样，品牌形象也能对游客的旅游兴趣产生积极而显著的影响

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THE ROLE OF THE PROMOTIONAL VIDEO "WONDERFUL INDONESIA: A VISUAL JOURNEY" ON BRAND IMAGE AND TOURIST VISITING INTEREST TO WAKATOBI

Wakatobi is a tourist destination that has potentials for remarkable natural beauty. The Indonesian government is also aggressively promoting Wakatobi through the making of the video Wonderful Indonesia: A Visual Journey. However, the tourist visiting rate in Wakatobi is still not very high. Therefore, this study aims to determine the effect of the promotional video on brand image and interest in visiting Wakatobi. This study involved 151 people as samples and the results showed that promotional videos are able to have a positive and significant influence on brand image and tourist visiting interest. Likewise, the brand image is able to provide a positive and significant influence on tourist visiting interest

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JOURNAL OF TOURISM, CULINARY AND ENTREPRENEURSHIP (JTCE)

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