?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=MODEL+PEMASARAN+KONTEN+DIGITAL%0D%0APADA+JASA+PARIWISATA&rft.creator=Novita+%2C+Sari%09&rft.subject=330+Ekonomi&rft.description=Tujuan+penelitian+ini+adalah+untuk+menganalisis+pemasaran+konten+digital+(digital+content+marketing)%0D%0Ayang+didasarkan+pada+uses+and+gratification+theory+(UGT)+dan+pengaruhnya+pada+komunikasi%0D%0Apemasaran+Model+AISAS.+Penelitian+ini+juga+menganalisis+peran+moderasi+citra+destinasi+untuk%0D%0Amenguatkan+hubungan+antara+perilaku+mencari+informasi+dengan+keputusan+berkunjung+wisatawan%0D%0Ake+lima+Destinasi+Super+Prioritas+(DSP)+wisata+di+Indonesia.+Survei+daring+dilakukan+kepada+320%0D%0Aresponden+yang+memiliki+pengalaman+berkunjung+ke+lima+DSP+dan+terpapar+konten+digital+mengenai%0D%0Alima+DSP+untuk+mendapatkan+data.+Data+penelitian+dianalisis+menggunakan+Structural+Equation%0D%0AModeling+(SEM)+dengan+menggunakan+program+Lisrel+8.8+untuk+menguji+pengaruh+antar+variabel.%0D%0ATemuan+penelitian+ini+yaitu+konten+digital+dalam+UGT+memengaruhi+wisatawan+untuk+melakukan%0D%0Akeputusan+berkunjung+ke+lima+DSP+di+Indonesia.+Pada+Model+AISAS+terdapat+faktor+yang+paling%0D%0Autama+membentuk+perhatian+wisatawan+yaitu+variabel+self+expression.+Faktor+utama+ini+membangun%0D%0Aketertarikan+sehingga+wisatawan+melanjutkan+perilaku+mencari+informasi%2C+melakukan+kunjungan%2C%0D%0Adan+bersedia+melakukan+kegiatan+berbagi+pengalaman+ketika+datang+ke+5+DSP+pada+media+sosial%0D%0Ayang+dimiliki.+Citra+destinasi+juga+dapat+memperkuat+pengaruh+pencarian+informasi+mengenai%0D%0Adestinasi+wisata+terhadap+keputusan+mengunjungi+destinasi+wisata.+Hasil+riset+ini+berimplikasi+bagi%0D%0Apengambil+kebijakan+yaitu+pemerintah+melalui+Kementerian+Pariwisata+dan+Ekonomi+Kreatif+RI+dan%0D%0Apengelola+destinasi+wisata+dari+pihak+swasta+untuk+mendesain+ulang+konten+digital+di+youtube+dengan%0D%0Amemasukkan+unsur+UGT+yang+lebih+mengutamakan+self+expression+agar+perhatian+wisatawan%0D%0Asemakin+tinggi+sehingga+menciptakan+ketertarikan+yang+tinggi+dan+berakhir+kepada+kecenderungan%0D%0Ameningkatkan+kunjungan.+Peran+pengelola+destinasi+wisata+perlu+untuk+membuat+citra+destinasi+yang%0D%0Asesuai+dengan+konten+digital+yang+diproduksi+agar+semakin+menguatkan+keputusan+berkunjung+ke+5%0D%0ADSP+akibat+pencarian+informasi.+Penguatan+citra+destinasi+dapat+dilakukan+dengan+penyediaan%0D%0Aakomodasi+yang+berkualitas+seperti+penyediaan+hotel%2C+cottage%2C+dan+villa+yang+berkualitas.+Kontribusi%0D%0Ateoritis+pada+penelitian+ini+adalah+penguatan+model+pemasaran+konten+digital+UGT+yang%0D%0Adiintegrasikan+dengan+model+komunikasi+pemasaran+AISAS.%0D%0AKata+Kunci+%3A+Digital+Content+Marketing%3B+Uses+and+Gratification+Theory%2C+AISAS+Model%3B+Destination%0D%0AImage%0D%0A%0D%0AThe+aim+of+this+research+is+to+analyze+digital+content+marketing+which+is+based+on+uses+and%0D%0Agratification+theory+(UGT)+and+its+influence+on+AISAS+Model+marketing+communications.+This%0D%0Aresearch+also+analyzes+the+moderating+role+of+destination+image+to+strengthen+the+relationship%0D%0Abetween+information+seeking+behavior+and+tourists'+visiting+decisions+to+five+tourist+Super+Priority%0D%0ADestinations+(DSP)+in+Indonesia.+An+online+survey+was+conducted+with+320+respondents+who+had%0D%0Aexperience+visiting+five+DSPs+and+were+exposed+to+digital+content+regarding+the+five+DSPs+to+obtain%0D%0Adata.+Research+data+was+analyzed+using+Structural+Equation+Modeling+(SEM)+using+the+Lisrel+8.8%0D%0Aprogram+to+test+the+influence+between+variables.+The+findings+of+this+research+are+that+digital+content%0D%0Ain+UGT+influences+tourists+in+making+decisions+to+visit+five+DSPs+in+Indonesia.+In+the+AISAS+Model%2C%0D%0Athere+is+the+most+important+factor+that+shapes+tourist+attention%2C+namely+the+self-expression+variable.%0D%0AThis+main+factor+builds+interest+so+that+tourists+continue+their+behavior+of+seeking+information%2C%0D%0Amaking+visits%2C+and+being+willing+to+carry+out+experience+sharing+activities+when+they+come+to+the+5%0D%0ADSPs+on+their+social+media.+Destination+image+can+also+strengthen+the+influence+of+searching+for%0D%0Ainformation+about+tourist+destinations+on+decisions+to+visit+tourist+destinations.+The+results+of+this%0D%0Aresearch+have+implications+for+policy+makers%2C+namely+the+government+through+the+Ministry+of%0D%0ATourism+and+Creative+Economy+of+the+Republic+of+Indonesia+and+tourist+destination+managers+from%0D%0Athe+private+sector%2C+to+redesign+digital+content+on+YouTube+by+including+UGT+elements+that+prioritize%0D%0Aself-expression+so+that+tourist+attention+is+higher%2C+thereby+creating+high+interest+and+ending+in+a%0D%0Atendency+to+increase+visits.+The+role+of+tourist+destination+managers+needs+to+be+to+create+a+destination%0D%0Aimage+that+is+in+accordance+with+the+digital+content+produced+in+order+to+further+strengthen+the%0D%0Adecision+to+visit+the+5+DSPs+as+a+result+of+searching+for+information.+Strengthening+the+image+of+a%0D%0Adestination+can+be+done+by+providing+quality+accommodation+such+as+providing+quality+hotels%2C%0D%0Acottages+and+villas.+The+theoretical+contribution+to+this+research+is+strengthening+the+UGT+digital%0D%0Acontent+marketing+model+which+is+integrated+with+the+AISAS+marketing+communication+model.%0D%0AKeywords%3A+Digital+Content+Marketing%3B+Uses+and+Gratification+Theory%2C+AISAS+Model%3B+Destination%0D%0AImage.&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2024-05-21&rft.type=Disertasi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F86587%2F1%2FABSTRAK%2520-%2520NOVITA%2520SARI.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F86587%2F2%2FDISERTASI%2520FULL-TANPA%2520LAMPIRAN_JUNI%25202024%2520-%2520NOVITA%2520SARI.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F86587%2F3%2FDISERTASI%2520TANPA%2520PEMBAHASAN_13%2520JUNI%25202024%2520-%2520NOVITA%2520SARI.pdf&rft.identifier=++Novita+%2C+Sari+++(2024)+MODEL+PEMASARAN+KONTEN+DIGITAL+PADA+JASA+PARIWISATA.++%5BDisertasi%5D+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F86587%2F