The Influence of Social Media on the Decision to Visit Gulamo Tourist Attractions in Kampar Regency

M. Firdaus Alfarizi; Violintikha Harmawan

doi:10.63076/jomm.v2i2.30

Authors

M. Firdaus Alfarizi Universitas Negeri Padang
Violintikha Harmawan Universitas Negeri Padang

DOI:

https://doi.org/10.63076/jomm.v2i2.30

Keywords:

Social media, Visit decision, Gulamo Tourist Attraction, Kampar Regency

Abstract

This study examines the influence of social media on tourists’ decisions to visit the Gulamo Tourist Attraction in Kampar Regency, Indonesia. Using a quantitative, causal-associative approach, data were collected from 100 respondents through structured questionnaires. Descriptive analysis revealed high perceptions of social media’s role in shaping travel behavior, particularly across five dimensions: ease of use, interactivity, entertainment, communication effectiveness, and content credibility. Inferential analysis through simple linear regression confirmed a statistically significant relationship (β = 0.682, p < 0.001), with social media explaining 65.2% of the variance in visit decisions (R² = 0.652). The findings underscore the strategic role of user-generated content and digital engagement in influencing destination choice, especially in under-promoted ecotourism sites. The study contributes to tourism marketing literature by highlighting how social media acts as an effective tool in behavioral persuasion and travel decision-making processes

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