The significance of tourism attraction and social media promotion on the interest of return visit
DOI:
https://doi.org/10.57883/thij18(1)2022.30917Palabras clave:
Atracción turística, Promoción en redes sociales, Retorno de la visitaResumen
El interés de la visita de retorno en el negocio del sector turístico es el factor más importante. Los destinos turísticos que cuentan con atracciones únicas y sus promociones siempre maximizadas influirán en los turistas para que vuelvan a visitar esas atracciones turísticas. El objetivo de este artículo era analizar la influencia de la atracción turística y la promoción en los medios sociales en el interés de los turistas por volver a visitar el Umbul Ponggok Klaten. El método aplicado en esta investigación es cuantitativo con un enfoque de regresión lineal múltiple. Los datos primarios de este estudio se obtuvieron mediante cuestionarios y observación, mientras que los datos secundarios se obtuvieron mediante el estudio de la literatura y la documentación. La muestra de este estudio por muestreo intencional fue de 100 encuestados que eran usuarios de Instagram y Facebook y que han visitado Umbul Ponggok al menos una vez, y su edad es de 17 años o más. Los resultados de este estudio muestran que la atracción turística y la promoción en las redes sociales influyen en el interés por volver. En cuanto a la prueba parcial, la atracción turística tiene un efecto positivo y significativo en el retorno de la visita. Mientras que la promoción en redes sociales tiene un efecto negativo e insignificante en el interés por volver, la atracción turística domina más que la promoción en redes sociales.
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