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BIREV: Business and Investment Review Jurnal manajemen dan ekonomi terbaik
Articles
DOI: 10.61292/birev.v1i5.46
Published: 2023-10-09

Intention to Visit Seoul: Factors Influencing Travel Abroad for Holidays

Management Science Doctoral Program Student, Jakarta State University Postgraduate Program
Professors and Lecturers in the Management Science Doctoral Program, Jakarta State University
Heads of the Master of Management Study Program and Lecturers of the Management Science Doctoral Program, Jakarta State University
Lecturers in Management Science Doctoral Program, Jakarta State University
Social media marketing activity Destination Perceived value Visit intention

Abstract

This paper aims to investigate the relationship between social media marketing activity and visit intention to Seoul, South Korea, among Indonesian travelers. A total of 246 questionnaires were distributed to respondents in Indonesia. Social media marketing activity represented the independent variable and was mediated by destination image, destination attitude, destination awareness, and perceived value. Visit intention represents the dependent variable. Partial Least Squares Structural Equation Modeling (PLS-SEM) is a statistical method used to analyze complex interrelationships between observed and latent variables. This finding indicates that the indirect impact of social media marketing activity on visit intention via the mediating factors of destination attitude and destination image is not statistically significant. The indirect effect of destination awareness and perceived value characteristics on social media marketing activity and visit intention is favorable and statistically significant. This is the first paper to investigate the relationship between social media marketing activity and visit intention in Seoul among Indonesian travelers. Moreover, this is a relatively new issue that remains largely undiscovered by researchers worldwide. This paper will help to emphasize its importance and implications for business decisions.

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How to Cite

Herstanti, G., Rizan, M., Handaru, A. W., & Wibowo, S. F. (2023). Intention to Visit Seoul: Factors Influencing Travel Abroad for Holidays. Business and Investment Review, 1(5), 35–53. https://doi.org/10.61292/birev.v1i5.46