Menjelajahi Peran Media Sosial dalam Pembentukan Citra Destinasi: Studi pada Destinasi Pariwisata Pedesaan di Lancok, Aceh Utara
Main Article Content
Faida Faida
M Subhan
Naufal Bachri
Ikramuddin Ikramuddin
Purpose – This study aims to examine the influence of social media, destination image, and visiting decisions on tourist satisfaction in rural tourism in Lancok, North Aceh.
Design/methodology/approach – This study employs a quantitative approach using multiple linear regression analysis. Data were collected through questionnaires distributed to 100 tourists visiting the Lancok rural tourism destination in North Aceh. The data were analyzed using SPSS version 26.
Findings – The results show that social media, destination image, and visiting decisions have positive and significant effects on tourist satisfaction. Social media contributes through interesting content, conformity with current trends, sufficient information, and the usefulness of information for travel planning. Conformity with trends and information sufficiency make the strongest contributions, while content attractiveness, information availability, and information usefulness require further improvement. Destination image also positively influences tourist satisfaction, particularly through residents' friendliness, cultural heritage, events, and culinary attractions. Visiting decisions are influenced by interesting tourist activities, destination popularity, strategic location, appropriate visiting time, and the uniqueness of Mie Bing culinary offerings.
Research limitations/implications – This study is limited to 100 tourists visiting the Lancok rural tourism destination in North Aceh and focuses on three independent variables: social media, destination image, and visiting decisions.
Practical implications – The findings suggest that tourism managers in Lancok should improve the quality and relevance of social media content, strengthen the destination's cultural and experiential image, and develop more targeted promotional strategies.
Originality/value – This study provides empirical evidence on the combined role of social media, destination image, and visiting decisions in shaping tourist satisfaction in a rural tourism context in North Aceh.
