The significance of tourism attraction and social media promotion on the interest of return visit
DOI:
https://doi.org/10.57883/thij18(1)2022.30917Palavras-chave:
Atracção turística, promoção dos meios de comunicação social, visita de retornoResumo
O interesse da visita de retorno no negócio do sector do turismo é o factor mais importante. Os destinos turísticos com atracções únicas e as suas promoções sempre maximizadas influenciarão os turistas a regressar para visitar essas atracções turísticas. O objectivo deste artigo era analisar a influência da atracção turística e da promoção dos meios de comunicação social no interesse dos turistas em voltar a visitar o Umbul Ponggok Klaten. O método aplicado nesta pesquisa é quantitativo, com uma abordagem de regressão linear múltipla. Os dados primários neste estudo foram obtidos através de questionários e observação, enquanto que os dados secundários foram obtidos através de estudo e documentação bibliográfica. A amostra neste estudo por amostragem propositada foi de 100 respondentes que eram utilizadores do Instagram e do Facebook e que visitaram o Umbul Ponggok pelo menos uma vez, e a sua idade é de cerca de 17 anos ou mais. Os resultados deste estudo mostram que a atracção turística e a promoção dos meios de comunicação social têm significado no retorno de interesse. Quanto ao teste parcial, a atracção turística tem um efeito positivo e significativo na visita de regresso. Embora a promoção das redes sociais tenha um efeito negativo e insignificante sobre o interesse no regresso, a atracção turística domina mais do que a promoção das redes sociais.
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Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.
