The  Influence of Marketing Content to Motivate Tourists in Visiting The Lembar Selatan Area, West Lombok

Firman Bramandhyta Mulyawan; Mu De An; Syech Idrus

doi:10.53893/ats.v3i2.22

Authors

Firman Bramandhyta Mulyawan Sekolah Tinggi Pariwisata Mataram
Mu De An Southern Taiwan University of Science and Technology
Syech Idrus Sekolah Tinggi Pariwisata Mataram

DOI:

https://doi.org/10.53893/ats.v3i2.22

Keywords:

Marketing Content, motivation, lembar selatan, ecotourism

Abstract

This study aimed to explore the key determinants shaping tourists' motivation to visit the Lembar Selatan Ecotourism site, with a particular focus on the role of informative content. Through a survey research design involving questionnaire distribution and documentation analysis, we sought to unravel whether informative content exerts a discernible influence on tourists' motivation to choose this ecotourism destination. Employing a simple linear regression analysis, we found that attitudinal factors, such as consumer perceptions and brand attitudes, played a more substantial role in shaping tourists' motivation compared to social predictors. Importantly, the results of our regression analysis demonstrated a significant relationship between informative content and the enhancement of tourists' motivation levels when visiting Ecotourism Lembar Selatan in West Lombok Regency. This underscores the pivotal role of marketing content in driving tourists' motivation

Author Biography

Mu De An, Southern Taiwan University of Science and Technology

Business and Management

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