地方品牌:通过社会媒体的作用实现可持续目的地竞争力的必要策略

Kontigensi Jurnal Ilmiah Manajemen Pub Date : 2023-06-29 DOI:10.56457/jimk.v11i1.349

D. Kuswardani, N. Nurhidayati, Totok Wibisono, Aprih Santoso

{"title":"地方品牌:通过社会媒体的作用实现可持续目的地竞争力的必要策略","authors":"D. Kuswardani, N. Nurhidayati, Totok Wibisono, Aprih Santoso","doi":"10.56457/jimk.v11i1.349","DOIUrl":null,"url":null,"abstract":"The aim of the research is to form the Competitiveness of Sustainable Destinations to realize tourism marketing through Local Branding. The variables tested are Local Branding and Destination Image. Social Media is expected to moderate the influence of Local Branding on the Competitiveness of Sustainable Destinations. The population is visitors to tourist attractions, while the sample is 152. Respondents are determined using the Proportionate Stratified Random Sampling technique. SEM as an analysis tool with the smartPLS.3.0 program application The results of the Sustainable Destination Competitiveness test results can be manifested through optimal management of Local Branding and Destination Image. Local Branding can be applied through Local Culture and Destination Image. Local Branding significantly affects the Competitiveness of Sustainable Destinations, while Local Culture significantly influences Local Branding. Destination Image significantly influences Local Branding and significantly influences the Competitiveness of Sustainable Destinations. Social Media is able to function as a pure moderator of the influence of Local Branding on the Competitiveness of Sustainable Tourism Destinations in Semarang City. The R - Square value in the Local Branding construct is 0.758536, meaning that Local Branding is influenced by Local Culture and Destination Image 75.85%. The Q Square value > 0 (0.575377) on the Local Branding variable indicates that the model has strong predictive relevance, meaning that the research model has relevance in predicting Local Culture and Destination Image with Local Branding in Tourism Objects. R-Square on the construct of Sustainable Destination Competitiveness 0.817528 means that the Competitiveness of Sustainable Destinations is influenced by Local Branding and Destination Image 81.75%. The Q Square value of 0.668352 (> 0) indicates that the model has strong predictive relevance, meaning that the research model has relevance in predicting Local Branding and Destination Image on the Competitiveness of Sustainable Tourism Destinations.","PeriodicalId":31929,"journal":{"name":"Kontigensi Jurnal Ilmiah Manajemen","volume":"3 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2023-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Local Branding: Imperative Strategy Towards Competitiveness of Sustainable Destinations Through the Role of Social Media\",\"authors\":\"D. Kuswardani, N. Nurhidayati, Totok Wibisono, Aprih Santoso\",\"doi\":\"10.56457/jimk.v11i1.349\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The aim of the research is to form the Competitiveness of Sustainable Destinations to realize tourism marketing through Local Branding. The variables tested are Local Branding and Destination Image. Social Media is expected to moderate the influence of Local Branding on the Competitiveness of Sustainable Destinations. The population is visitors to tourist attractions, while the sample is 152. Respondents are determined using the Proportionate Stratified Random Sampling technique. SEM as an analysis tool with the smartPLS.3.0 program application The results of the Sustainable Destination Competitiveness test results can be manifested through optimal management of Local Branding and Destination Image. Local Branding can be applied through Local Culture and Destination Image. Local Branding significantly affects the Competitiveness of Sustainable Destinations, while Local Culture significantly influences Local Branding. Destination Image significantly influences Local Branding and significantly influences the Competitiveness of Sustainable Destinations. Social Media is able to function as a pure moderator of the influence of Local Branding on the Competitiveness of Sustainable Tourism Destinations in Semarang City. The R - Square value in the Local Branding construct is 0.758536, meaning that Local Branding is influenced by Local Culture and Destination Image 75.85%. The Q Square value > 0 (0.575377) on the Local Branding variable indicates that the model has strong predictive relevance, meaning that the research model has relevance in predicting Local Culture and Destination Image with Local Branding in Tourism Objects. R-Square on the construct of Sustainable Destination Competitiveness 0.817528 means that the Competitiveness of Sustainable Destinations is influenced by Local Branding and Destination Image 81.75%. The Q Square value of 0.668352 (> 0) indicates that the model has strong predictive relevance, meaning that the research model has relevance in predicting Local Branding and Destination Image on the Competitiveness of Sustainable Tourism Destinations.\",\"PeriodicalId\":31929,\"journal\":{\"name\":\"Kontigensi Jurnal Ilmiah Manajemen\",\"volume\":\"3 1\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-06-29\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Kontigensi Jurnal Ilmiah Manajemen\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.56457/jimk.v11i1.349\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Kontigensi Jurnal Ilmiah Manajemen","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.56457/jimk.v11i1.349","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}

引用次数: 0

摘要

研究的目的是形成可持续目的地的竞争力，通过本地品牌来实现旅游营销。测试的变量是本地品牌和目的地形象。社交媒体有望缓和当地品牌对可持续目的地竞争力的影响。人口为旅游景点的游客，样本为152人。受访者采用比例分层随机抽样技术确定。SEM作为分析工具，结合smartPLS.3.0程序应用，可持续目的地竞争力测试结果可以通过对本地品牌和目的地形象的优化管理来体现。地方品牌可以通过地方文化和目的地形象来实现。本地品牌显著影响可持续目的地的竞争力，而本地文化显著影响本地品牌。目的地形象显著影响当地品牌，显著影响可持续目的地的竞争力。社交媒体能够成为三宝垄市地方品牌对可持续旅游目的地竞争力影响的纯粹调节因子。Local Branding结构中的R平方值为0.758536，即Local Branding受本地文化和目的地形象的影响为75.85%。Local Branding变量的Q平方值> 0(0.575377)表明该模型具有较强的预测相关性，即研究模型在预测旅游对象的本地品牌与当地文化和目的地形象方面具有相关性。可持续目的地竞争力构建上的r平方为0.817528，即可持续目的地竞争力受地方品牌和目的地形象的影响为81.75%。Q平方值为0.668352(> 0)，表明该模型具有较强的预测相关性，即研究模型在预测地方品牌和目的地形象对可持续旅游目的地竞争力具有相关性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Local Branding: Imperative Strategy Towards Competitiveness of Sustainable Destinations Through the Role of Social Media

The aim of the research is to form the Competitiveness of Sustainable Destinations to realize tourism marketing through Local Branding. The variables tested are Local Branding and Destination Image. Social Media is expected to moderate the influence of Local Branding on the Competitiveness of Sustainable Destinations. The population is visitors to tourist attractions, while the sample is 152. Respondents are determined using the Proportionate Stratified Random Sampling technique. SEM as an analysis tool with the smartPLS.3.0 program application The results of the Sustainable Destination Competitiveness test results can be manifested through optimal management of Local Branding and Destination Image. Local Branding can be applied through Local Culture and Destination Image. Local Branding significantly affects the Competitiveness of Sustainable Destinations, while Local Culture significantly influences Local Branding. Destination Image significantly influences Local Branding and significantly influences the Competitiveness of Sustainable Destinations. Social Media is able to function as a pure moderator of the influence of Local Branding on the Competitiveness of Sustainable Tourism Destinations in Semarang City. The R - Square value in the Local Branding construct is 0.758536, meaning that Local Branding is influenced by Local Culture and Destination Image 75.85%. The Q Square value > 0 (0.575377) on the Local Branding variable indicates that the model has strong predictive relevance, meaning that the research model has relevance in predicting Local Culture and Destination Image with Local Branding in Tourism Objects. R-Square on the construct of Sustainable Destination Competitiveness 0.817528 means that the Competitiveness of Sustainable Destinations is influenced by Local Branding and Destination Image 81.75%. The Q Square value of 0.668352 (> 0) indicates that the model has strong predictive relevance, meaning that the research model has relevance in predicting Local Branding and Destination Image on the Competitiveness of Sustainable Tourism Destinations.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Kontigensi Jurnal Ilmiah Manajemen

自引率

0.00%

发文量

审稿时长

24 weeks