PENGARUH EMPATI DAN PERSUASI STORYTELLING MELALUI FILM PENDEK PARIWISATA TERHADAP KEMAUAN PERJALANAN KE MANDALIKA, LOMBOK
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Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Kurniawan, Ary Dian
Subject
HA Statistics
Datestamp
2023-09-01 07:27:55
Abstract :
This research aims to investigate how the audience's response to short films can influence their desire to travel to Mandalika, Lombok. This research can become a crucial foundation in the development of tourism promotion strategies through audio-visual media such as short films. The study involved 96 respondents from the Central Java region, selected through accidental sampling. Data was then analyzed using the Path Analysis method. The results of the analysis show that the content of tourism short films has a positive impact on empathy. The content of tourism short films also has a positive influence on persuasion. Empathy positively affects persuasion and the audience's response. Additionally, persuasion has a positive impact on the audience's response. Furthermore, the audience's response to the short films positively influences their knowledge (cognition) about tourism, which, in turn, affects their desire to travel. The destination's image does not moderate the relationship between the content of tourism short films and audience empathy
This research aims to investigate how the audience's response to short films can influence their desire to travel to Mandalika, Lombok. This research can become a crucial foundation in the development of tourism promotion strategies through audio-visual media such as short films. The study involved 96 respondents from the Central Java region, selected through accidental sampling. Data was then analyzed using the Path Analysis method. The results of the analysis show that the content of tourism short films has a positive impact on empathy. The content of tourism short films also has a positive influence on persuasion. Empathy positively affects persuasion and the audience's response. Additionally, persuasion has a positive impact on the audience's response. Furthermore, the audience's response to the short films positively influences their knowledge (cognition) about tourism, which, in turn, affects their desire to travel. The destination's image does not moderate the relationship between the content of tourism short films and audience empathy
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