The Visit Intention of New York City: The Influence of Social Media Marketing (Study on Tourist Who Wish Visit The New York City)

Ghassani Herstanti
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Abstract

The largest market in the US for overseas visitors, who often stay longer and spend more, is New York City. Depending on past tourist behavior, there are two approaches that should be taken when promoting New York City (NYC) as a destination. When promoting a destination to tourists who have already been there before, the emphasis should be on updating them on new information and luring them back. The purpose of this study is to examine the effects of social media marketing initiatives, destination image, attitude, awareness, and perceived value on visit intention to New York City. The SEM-PLS approach was employed in this study's data analysis. 42 travelers who intended to visit New York City filled out a 1–5 scale questionnaire that was used to obtain the data. Ten theories pertaining to the 6 factors under investigation were put up. The study's findings indicate that Social Media Marketing Activity has no relationship with the Destination Image, Destination Attitude, Destination Awareness and Perseced Value variables. While the variables that have a relationship with Visit Intention New York City are Destination Awareness and Perceived Value. This study has consequences for giving tourists who want to visit New York City an overview and an explanation.
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纽约市旅游意向:社交媒体营销的影响(对有意愿游览纽约市的游客的研究)
美国最大的海外游客市场是纽约市,这些游客通常逗留时间更长,消费更多。根据过去的游客行为,在推广纽约市作为旅游目的地时应该采取两种方法。当向已经去过那里的游客推广一个目的地时,重点应该是更新他们的新信息,吸引他们回来。本研究旨在探讨社交媒体营销策略、目的地形象、态度、认知和感知价值对纽约市旅游意向的影响。本研究的数据分析采用SEM-PLS方法。42名打算访问纽约市的旅行者填写了一份1-5分的调查问卷,用于获取数据。针对调查中的6个因素提出了10种理论。研究结果表明,社交媒体营销活动与目的地形象、目的地态度、目的地意识和迫害价值变量没有关系。而与纽约市旅游意向相关的变量是目的地意识和感知价值。这项研究的结果是给想要参观纽约市的游客一个概述和解释。
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