Analysis of Tourism Destination Image and Promotion through Social Media Towards Purchasing Decision for Bali Tourism Product by Foreign Tourist

Abstract

Indonesia as a country which has a tourism potential through its diversity of tourism destinations, need to take take part in enjoying a market share of the world tourism at the global level. Bali province is to be a barometer of the national tourism must be developed by knowing what factor effect tourism visit. This study is aimed to see the influence of some variables that suppose influence in the purchase decision for Bali tourism products by foreign tourists. These variables are the tourism destination image and promotion through social media. Respondents of this study were foreign tourists which visiting Bali in the certain period. This research is using Structural Equation Modeling (SEM).The finding of this research is the tourism destination image is significantly influencing the purchasing decisions of Bali tourism products by foreign tourists. Destination image has a positive effect and significant in terms of influencing purchase decisions. Promotion through social media does not significantly influence the purchasing decisions of Bali tourism products by foreign tourists. Tourism destination image and promotion through social media simultaneously have a significant effect towards purchasing decisions. The result of this study make a conclusion that the country must do something to increase attribute image of tourism destination in order to attract more foreign tourists visit to Bali.

DOI: 10.5901/mjss.2015.v6n5s5p175