Evaluating the Role of Social Media in Tourist Decision-Making

Lidia Juniati Andelina S., Dania Safitri, Annisa Aulia Rahmasari, Luthfi Ghani Faza

Abstract


This study examines the influence of Instagram as a promotional tool on tourist decision-making, using Kiara Artha Park in Bandung as a case study. A quantitative survey was conducted with 122 valid respondents, and data were analysed using simple linear regression. The findings reveal a strong positive relationship between Instagram-based promotions and tourist decision-making, with 66.7% of the variance in decision-making explained by promotional activities on Instagram. Respondents agreed that Instagram is informative, visually appealing, and helpful in planning visits. However, while Instagram significantly influences interest and intent to visit, actual visit behaviour shows more variation. These results align with prior research emphasising Instagram's role in destination branding. Limitations include the single-location focus and demographic skew toward younger users. Future studies should explore diverse destinations, include more variables, and apply longitudinal methods to assess long-term behavioural impacts of social media on tourism.

Keywords


Instagram, promotional tool, tourist attractions, tourism decisions, Kiara Artha Park

Full Text:

PDF

References


Augustinah, D. & Widayati, R. (2019). Pengaruh Instagram sebagai media promosi terhadap minat berkunjung wisatawan. Jurnal Komunikasi, 11(2), 145–155.

Egger, R. (2023). Characterising travelling Instagrammers: An exploration of sociopsychological concepts, travel typologies and posting motives. Consumer Behaviour in Tourism and Hospitality, 18(3), 269–292. https://doi.org/10.1108/CBTH-11-2022-0198

Ibrahim, B., & Aljarah, A. (2024). The role of social media marketing activities in driving selfbrand connection and user engagement behaviour on Instagram: A moderationmediation approach. European Journal of Innovation Management, 27(5), 1723–1742. https://doi.org/10.1108/EJIM-08-2022-0452

Nasrullah, R. (2016). Media sosial: Perspektif komunikasi, budaya, dan sosioteknologi.

Bandung: Simbiosa Rekatama Media.

Saravanakumar, M., & Lakshmi, T. (2012). Social media marketing. Life Science Journal, 9(4), 4444–4451.

Sharma, N., & Arora, N. (2024). Do Instagram reels influence travelers’ behavioral and eWOM intentions for the selection of ecotourism destination? Journal of Hospitality and Tourism Insights, 7(5), 2603–2623. https://doi.org/10.1108/JHTI-03-2023-0135

Silva, M. J. de B., de Farias, S. A., & Silva, C. J. (2023). Endorsement on Instagram and cultural dimensions: An analysis of digital influencers. The Bottom Line, 36(1), 1–28. https://doi.org/10.1108/BL-12-2021-0127

Syafganti, I., Ramadanty, S., & Walrave, M. (2023). The consistency of projected online destination images: Comparing the official websites and Instagram accounts of main destinations in Southeast Asia. Journal of Place Management and Development, 16(2), 163–182. https://doi.org/10.1108/JPMD-11-2021-0108 Wijayanti, D. (2021). Pengaruh promosi pariwisata melalui Instagram terhadap keputusan berkunjung wisatawan. Jurnal Komunikasi dan Digital Media, 4(1), 34–41.

Wonua, J., Samudra, F. R., & Purbasari, N. (2023). Strategi pemasaran digital dalam promosi pariwisata melalui Instagram. Jurnal Ilmu Komunikasi, 21(1), 22–32.


Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Universitas Pendidikan Indonesia (UPI)

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.