The Influence of Motivation of Indonesian Tourists on Travel Decisions in Bali via Instagram @Kultara.Id
DOI:
https://doi.org/10.55927/wakatobi.v4i2.130Keywords:
Motivation of Nusantara Tourists, Travel Decisions, InstagramAbstract
Domestic tourism in Bali continues to grow as the interest of Indonesian tourists increases. This study aims to analyze the influence of tourist motivation on travel decisions in Bali as well as the mediating role of Instagram @kultara.id in this relationship. This quantitative research was conducted in Bali with 100 respondents following the @kultara.id account using a Likert scale questionnaire and SEM-PLS analysis through SmartPLS 4. The results of the study show that the motivation of tourists affects travel decisions, affects the use of Instagram as an information medium, and the use of Instagram also affects travel decisions. Instagram @kultara.id has been proven to mediate the influence of tourist motivation on travel decisions, reinforcing the importance of social media in the tourism decision-making process. Research recommends improving interactive and behind-the-scenes content to increase engagement and drive more effective travel decisions.
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