THE ROLE OF THE PROMOTIONAL VIDEO "WONDERFUL INDONESIA: A VISUAL JOURNEY" ON BRAND IMAGE AND TOURIST VISITING INTEREST TO WAKATOBI

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Published: Mar 18, 2021
DOI: https://doi.org/10.37715/jtce.v1i1.1799
Keywords:
: promotional video, visiting interest, brand image, Wakatobi, Wonderful Indonesia

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Herien Natasya Santoso
Tourism Department, Faculty of Tourism, Universitas Ciputra Surabaya,
Christy Widyawati
Tourism Department, Faculty of Tourism, Universitas Ciputra Surabaya,
Rizki Adityaji
Tourism Department, Faculty of Tourism, Universitas Ciputra Surabaya,

Abstract

Wakatobi is a tourist destination that has potentials for remarkable natural beauty. The Indonesian government is also aggressively promoting Wakatobi through the making of the video Wonderful Indonesia: A Visual Journey. However, the tourist visiting rate in Wakatobi is still not very high. Therefore, this study aims to determine the effect of the promotional video on brand image and interest in visiting Wakatobi. This study involved 151 people as samples and the results showed that promotional videos are able to have a positive and significant influence on brand image and tourist visiting interest. Likewise, the brand image is able to provide a positive and significant influence on tourist visiting interest

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How to Cite
Santoso, H. N., Widyawati, C., & Adityaji, R. (2021). THE ROLE OF THE PROMOTIONAL VIDEO "WONDERFUL INDONESIA: A VISUAL JOURNEY" ON BRAND IMAGE AND TOURIST VISITING INTEREST TO WAKATOBI. Journal of Tourism, Culinary, and Entrepreneurship (JTCE), 1(1), 48–60. https://doi.org/10.37715/jtce.v1i1.1799
Issue
Vol. 1 No. 1 (2021): APRIL 2021
Section
Articles