Examining Tourists' Intention to Visit Karimunjawa National Park: The Role of Social Media
Muhamad Rafi Ibnu Fajri *
Department of Management, State University of Jakarta, Indonesia.
Usep Suhud
Department of Management, State University of Jakarta, Indonesia.
Christian Wiradendi Wolor
Department of Management, State University of Jakarta, Indonesia.
*Author to whom correspondence should be addressed.
Abstract
This study, conducted from September to December 2024, investigates the impact of social media marketing, destination image, destination awareness, and destination trust on visit intention to Karimunjawa National Park, a destination facing environmental sustainability challenges and increasing competition in the tourism sector. Using a quantitative research approach, the study was conducted in Jakarta, involving 241 respondents who were selected through the purposive sampling technique. Data were collected using structured online questionnaires and analyzed through exploratory and confirmatory factor analysis, as well as Structural Equation Modeling (SEM) using SPSS and AMOS software. The results indicate that social media marketing significantly influences destination image and destination awareness, which subsequently has a positive effect on destination trust. Furthermore, destination image, destination awareness, and destination trust are proven to significantly drive visiting intention to Karimunjawa National Park. The implications of these research findings can guide tourism industry practitioners and decision-makers in developing more effective marketing strategies, and this study contributes significantly to the literature on tourism marketing, particularly in the context of environmental sustainability challenges faced by destinations like Karimunjawa National Park.
Keywords: Social media marketing, destination image, destination awareness, destination trust, visit intention, Karimunjawa National Park