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Analysis of the influence of tourism promotion through influencers on increasing brand awareness of Kwala Serapuh village tourism destinations, Langkat
Management Study Program, Faculty of Social Sciences, Universitas Pembangunan Panca Budi, Indonesia.
Research Article
International Journal of Science and Research Archive, 2024, 13(02), 424–436.
Article DOI: 10.30574/ijsra.2024.13.2.2118
Publication history:
Received on 23 September 2024; revised on 03 November 2024; accepted on 06 November 2024
Abstract:
The purpose of this study was to analyze the effect of tourism promotion through influencers on increasing brand awareness of Kwala Serapuh Village Tourism Destinations, Langkat. Tourism has become one of the important sectors in the regional economy. Kwala Serapuh Village in Langkat has great potential in tourism development. However, the brand awareness of this village tourism destination needs to be improved. The use of influencers in tourism promotion has become a trend, but there have not been many studies examining their influence on tourist destination brand awareness. This study is expected to provide a deeper understanding of the effect of using influencers in tourism promotion on tourist destination brand awareness. The sample in this study was 50 respondents. The method used is SmartPLS analysis. The results showed that based on the direct effect test, Tourism Promotion has a significant positive effect on Tourism Destination Influencers. Tourism Promotion has a significant positive effect on Increasing Brand Awareness of Tourist Destinations. Influencers have no positive and insignificant effect on increasing brand awareness of tourist destinations. While the results of the indirect effect test, Tourism Promotion has no positive and insignificant effect on Increasing Brand Awareness through Tourism Destination Influencers.
Keywords:
Promotion; Influencers; Brand Enhancement; Tourism Destinations
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Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0
