THE INFLUENCE OF CULTURAL EVENTS AND SOCIAL MEDIA MARKETING ON TOURIST VISIT INTEREST: THE MEDIATING ROLE OF DESTINATION IMAGE (WONOSOBO BALLOON CULTURE FESTIVAL)
Keywords:
Tourist Visit Interest, Culture Event, Social Media Marketing, Destination Image, Wonosobo Ballon Culture Festival
Abstract
This study examines the influence of cultural events and social media marketing on tourist visit interest, with the destination image as a mediator at the Wonosobo Balloon Festival. The quantitative method used with the PLS-SEM technique through SmartPLS 4.0 and involved 96 respondents selected purposively. The results show that cultural events (p = 0.000) and social media marketing (p = 0.040) have a significant effect on visit interest. Both also affect destination image, which is proven to mediate the relationship (p < 0.05). This study strengthens the importance of synergy between digital promotion and local culture in tourism strategies. These findings are expected to be a practical reference for destination managers in designing effective tourism promotions.References
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Romadhan, M. I. (2019). Festival Sebagai Media Komunikasi Dalam Membangun Citra Destinasi Wisata Budaya Di Sumenep. Destinesia : Jurnal Hospitaliti Dan Pariwisata, 1(1), 1–10. https://doi.org/10.31334/jd.v1i1.549
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Sari, P. R. J., & Kale, G. V. (2024). Pengaruh Event, Citra Wisata dan E-WOM Terhadap Minat Berkunjung Kembali pada Destinasi Wisata Pantai Pandawa. 13(2), 46–57. https://doi.org/10.52352/jbh.v13i2.1644
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Setiawati, R., & Pritalia, G. L. (2023). Pemanfaatan Media Sosial sebagai Sarana Promosi Sektor Pariwisata. KONSTELASI: Konvergensi Teknologi Dan Sistem Informasi, 3(2), 278–285. https://doi.org/10.24002/konstelasi.v3i2.7255
Sulistio, L., & Talumantak, R. (2024). Pengaruh Media Sosial, Citra Destinasi Dan Persepsi Harga Terhadap Keputusan Berkunjung Di Dunia Fantasi (Dufan). Jurnal Ilmiah Metansi (Manajemen Dan Akuntansi), 7(2), 298–309. https://doi.org/10.57093/metansi.v7i2.282
Syarifuddin, M. (2016). Pengaruh Nilai Iklan yang Dipersepsikan dan Getok Tular terhadap Minat Wisata Kota Yogyakarta Dimediasi oleh Citra Destinasi. 2(1), 40–48.
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Alghamdi, G., & Abdulwahid, N. (2025). The Role of Social Media Marketing in Shaping Destination Image, Trust, and Travel Intentions: A Systematic Review. International Journal of Academic Research in Business and Social Sciences, 15(3), 1291–1311. https://doi.org/10.6007/ijarbss/v15-i3/24827
Andiaresmi, P., & Pramono, R. (2023). Pengaruh Sosial Media Marketing Dan Destination Image Terhadap Minat Berkunjung Ke Kebun Raya Bogor. Metta : Jurnal Ilmu Multidisiplin, 3(4), 373–381. https://doi.org/10.37329/metta.v3i4.2817
Anggoro, A. D., Susanto, H., Arifin, R., Nugroho, O. C., Purwati, E., & Ridho, I. N. (2023). Manajemen Event Budaya Sebagai Daya Tarik Wisata di Kabupaten Ponorogo. JISIP (Jurnal Ilmu Sosial Dan Pendidikan), 7(1), 570–580. https://doi.org/10.58258/jisip.v7i1.4434
Angriani, D., & Mekarini, N. W. (2013). Event Mice Festival Uma Lengge Maria Sebagai Upaya Meningkatkan Kunjungan Wisata Budaya Di Kecamatan Wawo Kabupaten Bima NTB. 1, 1–9.
Berutu, F., & Dhanka, R. (2024). Analysis Of the Impact of Culture Events on the Image of the Tourism Destination of Tangerang City As a City of Events) Case Study: Tangerang City Cultural Festival 2022. 05, 101–110. https://doi.org/10.36417/jpp.v5i2.760
BPS. (2024). Statisik Indonesia Statistical Yearbook Of Indonesia 2024 Vol 52. Badan Pusat Statistik. https://www.bps.go.id/id/publication/2024/02/28/c1bacde03256343b2bf769b0/statistik-indonesia-2024.html
Budi. (2018). Citra Destinasi dan Strategi Pemasaran Destinasi Wisata. Business Management Journal, 14(1). https://doi.org/10.30813/bmj.v14i1.1119
Charli, C. O., & Putri, D. A. (2020). Pengaruh Social Media Marketing , Fasilitas Wisata Dan Citra Destinasi Wisata Terhadap Minat Wisatawan Berkunjung. 9(2), 40–48.
Compas.com. (2025). Festival Balon Udara Dongkrak Wisata Wonosobo, Kunjungan Capai 437.788. Compas.Com. https://regional.kompas.com/read/2025/04/11/192602378/festival-balon
Hair, J. F., Black, W. C., Rabin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis.pdf. In Australia : Cengage (p. 758).
Hania, A. (2016). Pengaruh Bauran Promosi Terhadap Keputusan Berkunjung Dengan Citra Destinasi Sebagai Variabel Mediasi (Survei Pada Wisatawan Jawa Timur Park 1 Kota Batu). 40(1), 186–193.
Haryono. (2016). Metode SEM untuk penelitian Manajemen AMOS LISREL PLS (M. Hamid Mintardja, SE (ed.)). PT. Intermedia Personalia Utama.
Hidayati, F. N., Priyono, B., Stia, P., & Jakarta, L. (2024). Pengaruh Social Media Marketing, Influencer Marketing dan Word Of Mouth (WOM) Terhadap Minat Beli pada UMKM Sprouts Farms. Journal of Business Administration Economic & Entrepreneurship, 6(1), 35.
Kavoura, A., & Stavrianea, A. (2014). Economic and Social Aspects from Social Media’s Implementation as a Strategic Innovative Marketing Tool in the Tourism Industry. Procedia Economics and Finance, 14(14), 303–312. https://doi.org/10.1016/s2212-5671(14)00717-5
Lestari, A. A., Waluya, B., & Andari, R. (2017). Pengaruh Culture Event di Anjungan Bengkulu Taman Mini Indonesia Indah Jakarta Terhadap Citra Destinasi Wisata Provinsi Bengkulu. THE Journal : Tourism and Hospitality Essentials Journal, 7(2), 113. https://doi.org/10.17509/thej.v7i2.9017
Lestari, L., Devani, A., Priyanto, S. E., Tinggi, S., & Ambarrukmo, P. (2025). Potensi budaya lokal dalam mempengaruhi minat kunjung wisatawan nusantara ke wae rebo nusa tenggara timur. 1–11.
Maharani, H. M., & Setyowardhani, H. (2018). Contribution of cultural event to the visitor’s intention to revisit and recommend tourist destination, case study: Dieng Culture Festival, Central Java, Indonesia. Proceedings of the 32nd International Business Information Management Association Conference, IBIMA 2018 - Vision 2020: Sustainable Economic Development and Application of Innovation Management from Regional Expansion to Global Growth, 2019, 6724–6733. https://doi.org/10.5171/2019.543772
Mehetabel, C. N., Purwanto, H., & Kadi, D. C. A. (2023). Pengaruh Destination Image, Event Marketing Dan E-Promotion Terhadap Keputusan Berkunjung Pada Destinasi Wisata Desa Dewi Sri Simbatan Kabupaten Magetan. SIMBA : Jurnal Seminar Inovasi Manajemen Bisnis Dan Akuntansi 5, 2(1), 1–16.
Novitaningtyas, I., Giovanni, A., & Lionora, C. A. (2022). Faktor-Faktor Yang Mempengaruhi Minat Berkunjung Wisatawan Di Kawasan Balkondes Borobudur. Jurnal Pariwisata, 9(1), 28–36. https://doi.org/10.31294/par.v9i1.12048
Omeish, F., Sharabati, A. A. A., Abuhashesh, M., Al-Haddad, S., Nasereddin, A. Y., Alghizzawi, M., & Badran, O. N. (2024). The role of social media influencers in shaping destination image and intention to visit Jordan: The moderating impact of social media usage intensity. International Journal of Data and Network Science, 8(3), 1701–1714. https://doi.org/10.5267/j.ijdns.2024.2.017
Parastiwi, F. D., & Farida, N. (2018). Pengaruh Daya Tarik Dan Word-of-Mouth Terhadap Kunjungan Ulang Melalui Kepuasan. Jurnal Administrasi Bisnis, 6(2), 72. https://doi.org/10.14710/jab.v6i2.16608
Prakoso, B. D., & Marlena, N. (2020). Pengaruh City Branding dan Media Sosial Instagram Terhadap Keputusan Berkunjung Di Lumpur Siodarjo. Jurnal Pendidikan Tata Niaga (JPTN), 08(01), 632–638.
Romadhan, M. I. (2019). Festival Sebagai Media Komunikasi Dalam Membangun Citra Destinasi Wisata Budaya Di Sumenep. Destinesia : Jurnal Hospitaliti Dan Pariwisata, 1(1), 1–10. https://doi.org/10.31334/jd.v1i1.549
Sari, F. F., & Aguilika, D. (2024). The Influence Social Media Marketing And Accesbility On Tourist Revisit Intention at Lon Malang Beach. 5(2), 5524–5535.
Sari, P. R. J., & Kale, G. V. (2024). Pengaruh Event, Citra Wisata dan E-WOM Terhadap Minat Berkunjung Kembali pada Destinasi Wisata Pantai Pandawa. 13(2), 46–57. https://doi.org/10.52352/jbh.v13i2.1644
Sayangbatti, D. P., & Baiquni, M. (2013). Motivasi Dan Persepsi Wisatawan Tentang Daya Tarik Destinasi Terhadap Minat Kunjungan Kembali Di Kota Wisata Batu. Jurnal Nasional Pariwisata, 5(2), 126–136.
Setiawati, R., & Pritalia, G. L. (2023). Pemanfaatan Media Sosial sebagai Sarana Promosi Sektor Pariwisata. KONSTELASI: Konvergensi Teknologi Dan Sistem Informasi, 3(2), 278–285. https://doi.org/10.24002/konstelasi.v3i2.7255
Sulistio, L., & Talumantak, R. (2024). Pengaruh Media Sosial, Citra Destinasi Dan Persepsi Harga Terhadap Keputusan Berkunjung Di Dunia Fantasi (Dufan). Jurnal Ilmiah Metansi (Manajemen Dan Akuntansi), 7(2), 298–309. https://doi.org/10.57093/metansi.v7i2.282
Syarifuddin, M. (2016). Pengaruh Nilai Iklan yang Dipersepsikan dan Getok Tular terhadap Minat Wisata Kota Yogyakarta Dimediasi oleh Citra Destinasi. 2(1), 40–48.
Utama, I. P. H. B., & Giantari, I. G. A. K. (2020). Peran Citra Destinasi Memediasi Pengaruh E-Wom Terhadap Niat Berkunjung Kembali Wisatawan (Studi Pada Obyek Wisata Taman Edelweis Bali). 9(4), 1230–1251.
WTTC. (2023). Riset Dampak Ekonomi Perjalanan dan Pariwisata (EIR). World Travel & Tourism Council. https://share.google/5KGEqhWNIWhCSRSnN
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