Approaching New Bali Tourism Through the Uses and Gratification Theory

Abstract

Objective: The objective of the article is to investigate the impact of digital content containing uses and gratification theory (UGT) on intentions to visit the 5 new Bali tourist destinations in Indonesia and intentions to share experiences at these tourist destinations. The moderating role of destination image is also analyzed. The pusposed of this research is to find out whether digital content containing UGT can increase the intention to visit and the intention to share experiences at a tourist destination and what the role of destination image is in strengthening the influence of this content.

Research Design & Methods: An online survey of 320 respondents who had experience of being exposed to digital content regarding 5 new Balis in Indonesia was used to collect data. Respondents were also confirmed to be those who had come to one of the 5 new Balis. We used Lisrel structural equation modeling version 8.80 to test the relationships between variables

Findings: Digital content containing variables in UGT can influence tourists to have the intention to visit the 5 new Balis in Indonesia. Tourists who visit have the intention to carry out sharing activities on social media owned by tourists. Destination image can also strengthen the influence of searching for information about tourist destinations on the decision to visit tourist destinations.

Implications & Recommendations: Destination Management Organizations (DMO) in producing digital content must ensure that there are four variables in UGT, namely content information, content entertainment, social interaction, and self-expression, in the content so that prospective tourists can make decisions to visit quickly. DMOs must also form a good destination image so that they can strengthen the process of searching for information about tourist destinations on visiting intentions.

Contribution & Value Added: This study provides new insights in creating a digital content marketing effectiveness model that can speed up the decision to visit the 5 new Balis in Indonesia.