Social Media Marketings Effect on Event-Based Tourism Development in Pagar Alam
DOI:
https://doi.org/10.31004/riggs.v4i2.1307Keywords:
Social Media Marketing, Event Based Tourism, Destination Promotion, Tourist Behavior, Digital EngagementAbstract
This study investigates the influence of social media marketing on the development of event-based tourism in Pagar Alam, a growing tourism destination in Indonesia known for its cultural festivals and natural attractions. Utilizing a quantitative approach, data were collected through a structured questionnaire distributed to 100 tourists who had participated in local tourism events. The research focused on four key dimensions of social media marketing: platform exposure, content engagement, message credibility, and interactivity. Descriptive statistics, classical assumption tests, and multiple linear regression were employed to analyze the data using SPSS version 26. The results showed that social media marketing significantly affects event-based tourism development, with content engagement and message credibility emerging as the most influential factors. The instruments used were confirmed to be both valid and reliable. Furthermore, no significant differences were found across gender or age groups, indicating that the influence of social media is consistent among various demographic segments. The findings highlight the importance of creating engaging and credible digital content to attract tourists and enhance destination visibility. This study offers practical insights for tourism stakeholders to improve promotional strategies through social media and suggests further research to explore additional variables such as visitor satisfaction and digital behavior trends
Downloads
References
Ahmadi, D., Sulaiman, A. I., Runtiko, A. G., Noegroho, A., Raqi, R. I. A., Maryani, A., Yuniati, Y., & Yulianita, N. (2023). Marketing Communications for Tourism Development in Ecoethno Leadcamp Site. Studies in Media and Communication, 11(4), 67. https://doi.org/10.11114/smc.v11i4.5909
Ali, D., & Xiao-ying, L. (2021). The influence of content and non-content cues of tourism information quality on the creation of destination image in social media: A study of Khyber Pakhtunkhwa, Pakistan. Liberal Arts and Social Sciences International Journal (LASSIJ), 5(1), 245. https://doi.org/10.47264/idea.lassij/5.1.17
Arroyo, Rubiea., Lerias, A. A. D. H., Maliza, C. A., Odvina, S. N. J. R., Deiparine, E. G. G., & Roquero, L. T. (2023). Social Media as Tourism Marketing Tool: Evaluation on Tourist Perspective. International Journal of Advanced Research in Science Communication and Technology, 124. https://doi.org/10.48175/ijarsct-13118
Deb, S. K., & Mallik, N. (2023). Effects of Social Media in Tourism Marketing: Outlook on User Generated Content. Journal of Digital Marketing and Communication, 3(2), 49. https://doi.org/10.53623/jdmc.v3i2.316
Dzulkifli, M. (2020). The Measurements of Tourist Satisfaction Levels on Attractions, Accessibility, and Amenities in Pulesari Tourism Village, Sleman Regency. Jurnal Pariwisata Terapan, 4(1), 48. https://doi.org/10.22146/jpt.51330
Hanif Hasan, S. M., Par, M. M., Anwar, H. M., Lubis, D. S. W., Kharismasyah, A. Y., Sabaruddin Sondeng, S. E., & Zuki Kurniawan, S. E. (2024). Manajemen sumber daya manusia dan organisasi. Cendikia Mulia Mandiri.
Halfi, M., Syahputra, I., & Hasan, H. (2025). BIJMT : Brilliant International Journal Of Planning and Development of Burai Tourism Village in Ogan Ilir Regency , South Sumatra. 1–10.
Hasan, H., Mertajayano, I. M. O., Pratiyudha, D., Martia, E., & Fitriansyah, Y. D. (2024). xxxxxx 2024,. x(x).
Hasan, H., Pratiyudha, D., Mertajayano, I. M. O., Damayanti, S. W., & Andra, N. C. (2025). Feasibility Study of the Destination of Lake Tanjung Kurung and Kampung Inggris Tempirai , PALI Regency. 4(2), 2823–2830.
Sinaga, Tuan Bobby Harsono. Hasan, H. (2025). View of Analisis Potensi Wisata Desa Wisata Tarabunga, Kabupaten Toba, Sumatera Utara.pdf.
HM, M. H., Hasan, H., & Lesnussa, Y. R. A. (2023). LAC (Limit of Acceptable Change) di Kawasan Wisata Mandalika. Media Bina Ilmiah, 17(8), 1811–1820.
Kádár, B., & Klaniczay, J. (2022). Branding Built Heritage through Cultural Urban Festivals: An Instagram Analysis Related to Sustainable Co-Creation, in Budapest. Sustainability, 14(9), 5020. https://doi.org/10.3390/su14095020
Karo, P. K., & Hasan, H. (2023). Analisis kapasitas layanan destinasi wisata untuk mencapai target pasar sektor pariwisata di Kota Sabang. Jurnal Akademi Pariwisata Medan, 11(2), 83–91.
Kiráľová, A., & Pavlíčeka, A. (2015). Development of Social Media Strategies in Tourism Destination. Procedia - Social and Behavioral Sciences, 175, 358. https://doi.org/10.1016/j.sbspro.2015.01.1211
Li, Y., & Mahamood, A. F. (2022). Advantages of Marketing Communication in the Development of a Tourism Brand. Journal of Educational and Social Research, 12(6), 273. https://doi.org/10.36941/jesr-2022-0162
Setiawan, B., Arief, M., Hamsal, M., Furinto, A., & Wiweka, K. (2023). The effect of integrated marketing communication on visitor value and its impact on intention to revisit tourist villages: The moderating effect of propensity to travel. Quality - Access to Success, 24(194). https://doi.org/10.47750/qas/24.194.36
Setiawati, D., & Sirait, T. (2024). Influence of Social Media Marketing Instagram and Brand Awareness on Purchase Decisions of PT. Mepro’s Products. Journal Of World Science, 3(7), 860. https://doi.org/10.58344/jws.v3i7.690
Sharafuddin, M. A., Madhavan, M., & Wangtueai, S. (2024). Assessing the Effectiveness of Digital Marketing in Enhancing Tourist Experiences and Satisfaction: A Study of Thailand’s Tourism Services. Administrative Sciences, 14(11), 273. https://doi.org/10.3390/admsci14110273
Stylidis, D., Biran, A., Sit, J., & Szivás, E. (2014). Residents’ support for tourism development: The role of residents’ place image and perceived tourism impacts. Tourism Management, 45, 260. https://doi.org/10.1016/j.tourman.2014.05.006
Thai, T. D., & Sinh, B. D. (2025). The influence of integrated marketing communication on the cultural tourism product selection intentions among youth in Ho Chi Minh City, Vietnam. International Journal of Innovative Research and Scientific Studies, 8(1), 1087. https://doi.org/10.53894/ijirss.v8i1.4533
Xu, H., Lovett, J. C., & Law, R. (2022). Understanding Destination Value Co-Creation on Social Media: An Application of Travel Blog Analysis. Tourism and Hospitality, 3(3), 573. https://doi.org/10.3390/tourhosp3030035
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Hanif Hasan, Muhammad Halfi Indra Syahputra, Pelliyezer Karo Karo, Mustika Permatasari , Khadijah Khadijah
This work is licensed under a Creative Commons Attribution 4.0 International License.
