The Effect of Mass Media and Social Media on Destination Image and Visit Intention

Abstract

The purpose of this study was to examine the factors that influence the destination image and visit intention. In contrast to previous studies, this study was conducted on tourist destinations in West Java, Indonesia and proposed two different types of media from different eras as independent variables. These media were conventional mass media and social media that emerge from the development of information & communication technology. This study use a questionnaire to collect empirical data and analyzed using structural equation modeling methods. The results of this study successfully proved that the destination image has a significant impact on visit intention. The results also showed that compared to mass media, social media is preferred by respondents and has a significant direct influence on the destination image, but not on visit intention. Conversely, besides being less favored by respondents, mass media does not have a significant influence on visit intention and destination image.