Create Tourists’ Positive Perception towards Tourism Attraction at

Tourism Village of Nglinggo Kulonprogo

Arina Pramusita

and Tri Kuntoro Priyambodo

Tourism Program Vocational College, Universitas Gadjah Mada, Yogyakarta, Indonesia

Tourism Studies Postgraduate Program, Universitas Gadjah Mada, Yogyakarta, Indonesia

{arina.pramusita, mastri}@ugm.ac.id

Keywords:

Social Media, Marketing, Perception, Tourist, Destination, Nglinggo.

Abstract:

Social media is one of the new media that grows rapidly. This media can be used by tourism destination to

promote and inﬂuence the tourist perception. The study aims to describe the implementation of social media

marketing in Nglinggo tourism village. The purpose of this research is to determine the extent of the effect

of social media marketing in form of photo crowdsourcing program in Instagram towards tourist perception

and motivation to visit. The research is conductedat Nglinggo tourism village of Kulonprogo District. The

data collection techniques of this research are observationand literature study. The result of the research is the

picture or video uploaded in Instagram could change the tourists’ perception towards the image and attraction

of Nglinggo tourism village.

1 INTRODUCTION

The rapid technology development has transformed

changes towards tourism industry in which compa-

nies within the industry have applied various market-

ing techniques to analyze several speciﬁc factors in

developing mixed communication strategy (types of

tourism markets, tourists, preparation to purchase, de-

velopment of marketing target, marketing segmenta-

tion and product positioning). Development of tech-

nology and information has become serious challenge

for tourism industry and has important role in deliv-

ering accurate messages through proper media chan-

nel (

Zivkovi

c et al., 2014).er returned the manuscript

must be appropriately modiﬁed.

Social media has become part of digital technol-

ogy revolution that can connect tourists with opin-

ions and recommendations from millions of people,

including friends within their social networking and

to have discussion among other tourists that they

never met previously. Social media has changed con-

sumption way of tourists and contributed to informa-

tion creation that enables individual to deliver his/her

ideas, opinions, and creations to internet and radically

has changed the way information is created and dis-

seminated (Cornellia et al., 2017) .

In relation to this, social media utilization has

shown quite signiﬁcant increase, including in Indone-

sia. Based on survey from Social Media Growth

Rankings in 2018, Indonesia places the third rank

as the biggest numbers of social media users in the

globe that reaches 28,000,000 users with the increase

of 30% (www.wearesocial.com). This trend of using

social media to document travel related activities of

tourists in terms of pictures and video plays role in-

directly as form of promotion from tourism destina-

tion. With one click in social media, they can dis-

burse their tourism experiences to others (Rahayun-

ingsih et al., 2017). The data shows that social media

has crucial opportunity for marketing activity. Social

media has become important part of selling strategy,

service, communication and marketing that can adjust

itself with the market.

The current rapid growth of tourism has acceler-

ate tourism destinations to become more creative in

developing their attraction to attract tourists visits and

to ﬁgure out effective promotion strategy in order to

win competition. One of the ways can be organized

is to invent and create uniqueness of tourism product.

Uniqueness and attraction quality factors in tourism

inﬂuence tourists to visit tourism destination. Fur-

thermore, not only do the present marketing strategy

of tourism destination and tourism promotion utilize

conventional promotion methode such as posters and

Pramusita, A. and Priyambodo, T.

Implementing Social Media Marketingof @nglinggo.ofﬁcial Account to Create Tourists’ Positive Perception towards Tourism Attraction at Tourism Village of Nglinggo Kulonprogo.

DOI: 10.5220/0009858100670071

In Proceedings of the International Conference on Creative Economics, Tourism and Information Management (ICCETIM 2019) - Creativity and Innovation Developments for Global

Competitiveness and Sustainability, pages 67-71

ISBN: 978-989-758-451-0

brochures, but also they utilize social media due to

the fact that the level of utilization of social media

is tremendous. Therefore, promotion through social

media is considered more effective in delivering mes-

sages to tourists.

Tourism Village of Nglinggo is located at Pager-

harjo Village of Samigaluh Sub District of Kulon-

progo District of Yogyakarta Special Region. Village

of Nglinggo is a village with attractive tourism po-

tency to be developed. Tourism Village of Nglinggo

is sited at the Menoreh Hills with the altitude of 900

– 1000 meter above sea level. Laying at such altitude

makes this tourism village have cool air and magnif-

icent view due to the morning and afternoon fogs at

the village. One of the factors attracting numbers of

tourists to visit tourism destinations at Tourism Vil-

lage is viral effect of the tourism destinations in num-

bers of social media, such as Facebook, Instagram and

Twitter. Information delivered through social media

can become trending topic within short time and re-

ceived thousands of responses from other social me-

dia users.

Quality of tourism destination is not only valued

from condition of the tourism destination. Promotion

activity organized by tourism destination has quite

crucial role in establishing perception and decision

of tourists’ purchase. Information and communica-

tion technology utilization through social media uti-

lization in marketing activity enable the occurrence of

social collaboration among tourists to exchange their

information and experience (Del Chiappa, 2011). It

will then increase credibility and trust on social me-

dia application among tourists in which they have

more trust towards information gained in media so-

cial than inputs from a professional tour planner that

at the end will inﬂuence tourists’ perception towards

one tourism destination. Prior to visit of tourism des-

tination, tourists will collect information on tourism

destination visited. At this level, they actually have

perception towards the tourism destination gathered

from numbers of stimuli, one of them is social media.

. The utilization of information technology, that

is internet, offers convenience in arranging traveling

itinerary. Therefore, tourists can arrange their trav-

eling activities and do not depend any more on ser-

vices of travel bureau. It applies the same to tourism

industry which then has switched to system and on-

line transaction to sell their tourism product, either

through website or social media. They even prefer use

social media to ﬁnd tourism references. Therefore,

tourists’ perception mostly is established from vari-

ous social media. It can be stated that the existence of

social media has quite signiﬁcant role in establishing

tourists’ perception.

Perception and impression of tourists towards

quality of tourism attraction determine the opportu-

nity for them to return and to visit the destination or

at least they share their experience when they return

to their origin area. The tourists’ perception can be in-

ﬂuenced by various variables of economy, social and

demography of the tourists. Along with the devel-

opment of technology, tourists’ perception is also in-

ﬂuenced by social media. The high utilization of so-

cial media by tourists make social media has faster ef-

fect in establishing opinions and perception of tourists

since its information has greater range of coverage.

This research aims to ﬁgure out on how the im-

plementation of marketing of social media and the

inﬂuence of social media in establishing the percep-

tion of tourists towards the quality of tourism attrac-

tion at Tourism Village of Nglinggo. The beneﬁt of

this research is expected to provide implication on

the opinion and interest of tourists towards the exist-

ing tourism attraction at Tourism Village of Nglinggo

which will provide output for the development of

product and marketing of tourism at Tourism Village

of Nglinggo.

2 METHODOLOGY

This research applies qualitative descriptive analysis

approach with observation and literature study meth-

ods. Literature study is an approach used to ﬁnd refer-

ences of relevant theories with the studied case. This

article is written based on the prior research taken

from numbers of literature and relevant scientiﬁc jour-

nals. Data of the research applies secondary data from

books, internet and previous research reports.

3 CONCEPTUAL FRAMEWORK

3.1 Tourism Destination

Tourism destination is an interaction among several

elements managed well. Those elements include

tourists, tourism attraction and information about the

tourism attraction (Sayangbatti and Baiquni, 2013).

Source of information brings quite signiﬁcant inﬂu-

ence, apart from communicating tourism product to

market. Source of information is required by tourists

related to the process of selecting tourism destination

since prior to making decision to visit a destination,

tourists will ﬁnd information from several sources in

terms of commercial and non-commercial informa-

tion as well opinions of others.

ICCETIM 2019 - International Conference on Creative Economics, Tourism Information Management

3.2 Perception

Perception is a fundamental concept in understand-

ing on how customers react towards communication

activity and marketing stimuli (McCabe, 2010). Per-

ception is an activity to choose, to organize, to inter-

pret and to value towards certain object. Someone’s

perception towards a stimulus of an object will be re-

ﬂected from the response occurred in terms of their

opinions or attitudes. Stimuli or information stimula-

tion is responded, organized and interpreted based on

the manner of each person. Perception is inﬂuenced

by two factors, id est.: stimulus and personal response

factors. Stimulus factor comes from stimulus that can

be experienced, such as shape, size and color. Mean-

while, personal factor has internal quality and is in-

ﬂuenced by individual interests, needs, motivations,

expectations, personality and social status.

3.2.1 Social Media Marketing

Social media refers to activity, practice, and attitude

of community of people gathered online to share in-

formation, knowledge and opinion using text messag-

ing media. Text messaging media is web based appli-

cation that enables users to make and send contents in

the form words, pictures, videos, and audios conve-

niently (Safko and Brake, 2009).

Social media marketing is a process accelerating

individual to conduct promotion through website or

online medial social service channel to communicate

and organize marketing activity (Weinberg, 2009).

Social media marketing has become online promo-

tion activity utilizing cultural context from one social

community covering social networking, virtual real-

ity, news site, and sharing site for communication pur-

pose (Tuten, 2008). Gunelius (2011) states that there

are four variables of social media marketing as fol-

lows:

a. Content creation

Content creation is a content that becomes strate-

gic base in conducting social media marketing.

The created content must be interesting and repre-

senting personality of a business in order to have

trust from customers.

b. Content sharing

To provide content to social community can sup-

port in expanding networking of a business and

online audience. Content sharing can cause in-

direct and direct selling depending on the shared

content.

c. Connecting

Social networking enables someone to meet more

people that have similar interest. Broad network-

ing can establish relationship that can generate

more businesses.

d. Community building

Social web is a huge online community in which

interaction among human beings in the globe by

utilizing technology. It is to establish community

in internet that has similar interest through social

networking.

The present existence of social media has brought

quite signiﬁcant change related to individual or tourist

in planning and consuming his/her travel (Buhalis and

Jun, 2011). Prior to making decision to visit a destina-

tion, tourists will ﬁnd information about the tourism

destination, especially from social media. The uti-

lization of social media in making choice to travel

is due to the fact that social media is more interac-

tive in which people can exchange comments, make

testimonies, and share information about destination

among members of community.

4 DISCUSSION

Social media is an important tool to analyze tourists’

attitude that will be conﬁrmed in increasing the pur-

chase and recommending to other users. The estab-

lishment of service based brand that is succeeded in

traveling means that each must become unique value

proposition based on the the experience of customers.

Tourists need to know the trusted source, on how their

experience can be used to anticipate uncertainty and

to create expectations from what they might ﬁnd at

tourism destination (Zeithaml et al., 2000). Due to

the fact that uncertainty of tourism, a tourist must

gain the needed information to make correct decision

about his/her travel. Currently, modern tourists trust

more on other tourists’ opinions and use social media

rather than suggestions from ofﬁcial marketing.

When social media become more expressive, cus-

tomers are able to inﬂuence other customers related

to their opinions and experiences. Since social me-

dia has low cost and free from bias, it becomes the

beneﬁt for marketing communication (Kotler et al.,

2010). Numbers of academic literature classify types

of social media based on level of social existence

or media property and level of self-presentation and

self-disclosure. Six types of social media are identi-

ﬁed: social websites (id est.: Facebook, Linkedin),

blog, content community (YouTube, Flickr, Scribd,

Slideshare, Delicious), project collaborative (id est.:

Wikipedia, Wikitravel), social virtual reality (id est.:

Kehidupan Kedua), and virtual game (id est.: World

Implementing Social Media Marketingof @nglinggo.ofﬁcial Account to Create Tourists’ Positive Perception towards Tourism Attraction at

Tourism Village of Nglinggo Kulonprogo

of Warcra). Even though, there are other types

of media social such as microblog (such as Twit-

ter), customers review and give rankings at websites

(such as TripAdvisor, Epinions) and internet forum

(id est.: OrnTree, Fodor’s Travel Talk) (Buhalis and

Jun, 2011).

One of signiﬁcant stimuli in establishing tourists’

perception currently is social media. Social media

is currently recognized as one of important com-

petitive instruments in tourism marketing (

Zivkovi

et al., 2014). Tourism needs to involve tourists in

multichannel integrated communication and acceler-

ate them to discuss and recommend good experiences.

Involving tourists in real time at social media has

great implication towards traveling industry. Cur-

rently, tourists have found new digital technology that

can assist them in improving service and making on-

line experience more personal and relevant.

Other than source of information, proﬁles of

tourists also have signiﬁcant role in establishing per-

ception. Behavior and attitude of someone towards

an object will depend highly on what s/he feels dur-

ing his/her visit to tourism destination. Perception can

be shifted into negative or positive perception when

tourists are at tourism destination or when they re-

turn from the destination. Based on this perception,

tourists then will value a tourism destination whether

it ﬁts to expectation and gives satisfaction. Tourists’

satisfaction on tourism destination visited will bring

inﬂuence towards sustainability of tourism destina-

tion.

Social media inﬂuence several components of

tourists’ attitude such as awareness, information,

opinion, behavior, and attitude of purchase. It is

then utilized by tourism destination managers to at-

tract tourists’ visits. Tourism destination managers

create media social account that will be used as pro-

motion facility, information provider and communi-

cation with tourists. Information related to tourism

destination will be delivered rapidly when it is deliv-

ered through social media.

Managers of Tourism Village of Nglinggo create

two accounts at social media, id est.: Instagram ac-

count with the name of @nglinggo.ofﬁcial and Face-

book account with the name of Desa Wisata Nglinggo

in order to promote and market its product. Through

these accounts, they update numbers of information

related to products and on-going events at Tourism

Village of Nglinggo. The presented content in those

accounts are varied from pictures to videos. For Insta-

gram account of @nglinggo.ofﬁcial, currently it has

372 followers and 67 postings. Whilst for Facebook

account of Desa Wisata Nglinggo, it gains 2029 likes

from internet users.

Social media enables the communication between

individuals, different companies, various groups

around the globe to share and exchange information

and ideas interactively. Social media platforms such

as Facebook, Instagram, Twitter, LinkedIn have of-

fered opportunity for users to discuss online-reviews,

recommendations, agreeing or disagreeing or dissat-

isfaction on many aspects, such as quality of products

or customer services. (Elena, 2016). Through the In-

stagram account of @nglinggo.ofﬁcial managers of

Tourism Village of Nglinggo would like to establish

intensive communication with other netizen; they will

answer questions from netizen requiring information

about Tourism Village of Nglinggo. They always

post updated information about Tourism Village of

Nglinggo.

From these two social media accounts, Insta-

gram account of @nglinggo.ofﬁcial is more active

in posting information related to Tourism Village of

Nglinggo compared to Facebook account of Desa

Wisata Nglinggo. The Instagram account was created

and has been an active account since 2017. Observ-

ing from the numbers of likes given in each posting

of Instagram, numbers of like is low, that is average

of 40-63 likes for each posting. The only and most

received posting is the posting when soap opera actor

Eza Gionino visited the Tourism Village of Nglinggo

receiving 109 likes. This account is quite active

in posting information related to Tourism Village of

Nglinggo. Nevertheless, it can be said that Insta-

gram account management is not optimum. Numbers

of followers are considered low and several postings

tend to monotonous and lack of information. Even,

the latest posting of the Instagram account was in De-

cember 2018. There has been no posting for the year

of 2019 from managers of the tourism village.

Description gained related to marketing activity

through social media of Tourism Village of Nglinggo,

it can be stated that social media marketing strategy is

not effective yet to increase numbers of visits and to

inﬂuence perception of tourists towards Tourism Vil-

lage of Nglinggo. There are many factors rendering

ineffective social media marketing strategy. First, it

relates to the content created by managers of tourism

village or the administrator of the account does not

provide numbers of information and up date the infor-

mation. Secondly, lack of human resources managing

social media account of Tourism Village of Nglinggo

becomes the second factor. Therefore, management

of social media account is not optimum. It can be

stated that social media is not recognized as the main

instrument in marketing strategy and it is frequently

neglected (Hays et al., 2013).

ICCETIM 2019 - International Conference on Creative Economics, Tourism Information Management

5 CONCLUSIONS

Communication of tourism product will affect posi-

tively when the message delivered creates satisfaction

reaction from customers on tourism destination com-

pared to other destinations. Communication stimulus

created through interesting and unique contents in so-

cial media will shape positive effect towards tourists.

Social media content, either from destination man-

agers or tourists, will inﬂuence perception of cus-

tomers towards quality of attraction and tourism im-

age. The output will be very beneﬁcial for brand man-

ager and communication in making plan of company.

The existing content at social media can create

a response supporting in disseminating promotion to

wider public. Tourism village managers in this case

can sponsor online community at social media site

that inﬂuence and offer tourists the ability to estab-

lish relationship with others who have similar interest.

Therefore, they can exchange information and experi-

ence on traveling that effectively can result the inter-

est of tourism visit. Social media becomes communi-

cation facility that can be utilized in supporting infor-

mation distribution in the form of texts, pictures and

videos. The characteristics of current tourists are tend

to be visual. They tend to see pictures and videos.

They are also active users of social media that the in-

formation distribution through social media is consid-

ered more effective. The displayed contents through

social media will then inﬂuence perception of tourists

towards the quality of tourism attraction. The interest-

ing display of pictures and videos and viral ones will

give impression that a tourism destination is reason-

able to be visited. Therefore, managers of Tourism

Village of Nglinggo should always update informa-

tion regularly that tourists following its social media

account always receive new and interesting informa-

tion to visit the tourism destination.

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Implementing Social Media Marketingof @nglinggo.ofﬁcial Account to Create Tourists’ Positive Perception towards Tourism Attraction at

Tourism Village of Nglinggo Kulonprogo