Government's Role in Promoting Tourism Destination in Jambi

Province through Increasing the Quality of Electronic Media and Its

Effect on Visiting Tourist Interests

Erida, Raja Sharah Fatricia, Yenny Yuniarti

Faculty of Economics and Business, Jambi University, Jambi, Indonesia

Keywords: government tourism promotion, online media, repeat visits

Abstract: This study aims to analyze the promotion strategy of tourism in the area of Jambi through improving the

quality of electronic media by Jambi Provincial Government, analyzing its influence on the interest of

tourists to return to existing tourist destinations in Jambi Province and provide recommendations related to

promotional strategies through electronic media that can be applied in increasing interest. Tourists return to

various tourist destinations in Jambi Province. The sample used in this study amounted to 200. The data

obtained was analyzed using an average approach to obtain respondents' responses and assessments of

government tourism promotion through electronic media. The relationship between research variables was

analyzed using the SEM (Structural Equation Model) approach. From the results of data analysis, there was

an illustration that on average respondents gave positive responses to all indicators on the four dimensions

of web quality managed by the Jambi Province government in informing and promoting various tourist

destinations in Jambi Province. Based on the results of the hypothesis test obtained evidence that the quality

of WEB managed by the Jambi Provincial Government jointly and partially has a significant effect on the

interest in revisiting tourists to tourist destinations in the Jambi area. Variable processing speed (X2) has

the greatest influence on tourists' interest to visit again. It takes a higher speed and intensity of government

web managers in updating tourism information in addition to ensuring the access speed of the website being

managed. For the future research to test the use of all promotional media (electronic, social media,

government print media), and various other events in increasing interest in revisiting tourists to Jambi

Province.

1 INTRODUCTION

Tourism is a global phenomenon, has become a

necessity involving millions of people both among

the tourism industry community, as well as its users.

This makes various international organizations such

as the United Nations, the World Bank and the

World Tour Organization, recognize that tourism is

an integral part of human life, especially concerning

social and economic activities. The United Nations

World Tourism Organization (UNWTO) notes that

in 2014 the tourism sector has contributed 9.5% to

global GDP and 5% to world exports. Antonakakis,

Dragouni, and Fillis (2014) found that there was a

dynamic relationship between the growth of the

tourism sector and economic growth, including the

creative industries. The tourism sector is proven to

provide encouragement to other sectors in county’s

economy when coupled with infrastructure

development. Tourism has a large multiplier effect

on the growth of the creative industry, because these

two sectors are inclusive growth can be felt directly

by the local community.

In the last eight years, the highest tourism growth

in the world is in Southeast Asia, so the role of this

sector for the economies of the countries in the

region is important. Deputy Minister of Tourism and

Creative Economy, Sapta Nirwandar said in 2013,

the flow of tourist visits to ASEAN countries

increased 12% to 92.7 million people, while global

growth was only 5% (Dimas 2015). Furthermore,

according to the BPS / Ministry of Tourism, there

was an increase in the contribution of the tourism

sector to GDP in a period of five years, namely from

261.05 T rupiah in 2010 - to 461.36 T rupiah in 2015

Erida, ., Sharah Fatricia, R. and Yuniarti, Y.

Government’s Role In Promoting Tourism Destination in Jambi Province Through Increasing The Quality of Electronic Media and Its Effect On Visiting Tourist Interests.

DOI: 10.5220/0008443506450651

In Proceedings of the 4th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2018), pages 645-651

ISBN: 978-989-758-387-2

645

Reasoned if tourism was made a national priority in

the 2015 RPJM 2019, where this sector becomes a

media for integration of programs and activities

between development sectors, and in 2019

Indonesian Tourism is targeted to be the best

destination in the ASEAN region, even surpassing

Thailand, which earns more than US $ 40 billion in

tourism revenue from tourism.

Various steps are taken by the government to

make Indonesia a world-class tourist destination,

including through Country Branding Wonderful

Indonesia, which in 2015 succeeded in raising

Indonesia from rank 100 to ranked 47 in the world,

overtaking country branding of Truly Asia Malaysia

(ranked 96), and country branding Amazing

Thailand (rank 83). This shows that Wonderful

Indonesia's country branding reflects the Positioning

and Differentiating of Indonesian Tourism.

Jambi Province is an area that has a lot of

tourism potential and creative economic products

that have the potential to be developed. According to

data from the Central Bureau of Statistics of Jambi

Province, the number of natural tourism in 2014 was

147 places, 63 artificial tours and 75 historical tours,

spread in 9 districts and 2 cities in Jambi Province.

The great potential of the tourism sector, if managed

properly, including the promotion and development

of human resources carried out by local governments

and tourism businesses in Jambi Province, will be

able to increase the number of tourist arrivals,

especially foreign tourists, considering there are

quite a lot of interesting tourist destinations in the

province Jambi. Promotion by Kotler & Keller

(2009; 510) is which attempt to inform, persuade,

and remind consumers⎯ directly or indirectly "to the

products and brands they sell. The purpose of

promotion is to inform, persuade and remind

consumers of the existence of a product and service.

Promotional activities can be carried out by using

various media, including the use of electronic media

through the opening of a website page.

The use of the internet as a manifestation of the

use of information technology development, has a

real impact on all aspects of life. This happens

because the internet makes it easier for people to

obtain various information and news, including news

about tourist destinations in Jambi Province that can

be accessed anywhere and anytime. The rapid

growth in the number of internet users can become a

potential market for businesses to enter. According

to a survey conducted by the Indonesian Internet

Network Organizing Association (APJII), it was

found that 132.7 million of the 256.2 million

Indonesians were connected to the internet, an

increase of 51.8% compared to the number of

internet users in 2014 (Yoga Hastyadi, 2016 )

The use of online media such as the Internet

must be a concern of the Provincial Government in

the framework of promoting and attracting tourists

to visit and revisit tourist destinations especially

those in Jambi Province. In addition to information

about tourist destinations, the provincial government

should also inform the activities that will be carried

out in these tourist destinations, such as the annual

activities in the form of Lake Kerinci Party. The

development of a tourist area also depends on what

the area has to offer tourists. According to Inskeep

(1991), a tourism object must have 5 important

elements, namely (1) attractiveness, (2) tourism

infrastructure, (3) tourism facilities, (4)

infrastructure and (5) community, environment and

culture.

Based on the description above, research

problems can be formulated: 1). How is the

promotion strategy of tourist destinations in Jambi

Province through electronic media run by the Jambi

Provincial Government? 2). How can the influence

of promotional strategies through electronic media

on tourists' interest visit back to existing tourist

destinations in Jambi Province? 3). The dominant

factor influencing the promotion strategy through

electronic media that can be applied in increasing

interest in revisiting tourists to existing tourist

destinations in Jambi Province?

Based on research problems, the objectives of

this research are:

1. Analyzing the promotion strategies of tourist

destinations in Jambi Province through electronic

media run by the Jambi Provincial Government

2. Analyzing the influence of promotional

strategies through electronic media on the interest of

tourists to visit tourist destinations in Jambi Province

3. Analyzing the dominant factors affecting

promotion strategies through electronic media that

can be applied in increasing the interest of revisiting

tourists to existing tourist destinations in Jambi

Province

2 LITERATURE REVIEW

Tourism is one of 5 (five) 2017 priority

development sectors, namely food, energy,

maritime, tourism, industrial areas and Special

Economic Zones (KEK). Tourist destinations are

geographical areas that are in one or more

administrative areas in which there are tourist

attractions, public facilities, tourism facilities,

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accessibility, and communities that are interrelated

and complement the realization of tourism (Law

Number 10 of 2009 concerning Tourism). According

to Cooper et al (1993), tourist destinations are one of

the most important elements because it is the reason

people make travel and the tourist attractions that are

inside will attract tourists.

There are five important components

determining the attractiveness of destinations in the

delivery of tourism services (Inskeep, 1991): 1).

Attractiveness, is the main factor that attracts

tourists to travel to a place, classified into the

attractiveness of the location, namely as permanent,

2). Tourism infrastructure, is needed to serve tourists

during tourist travel, oriented to tourist attractions in

tourist locations, consisting of: a). Accommodation

infrastructure, is the main facility where the largest

proportion of tourist expenditure is used for this

infrastructure such as the need for a comfortable stay

/ rest area, eating, drinking, b). Supporting

infrastructure, which is used to serve tourists, the

number and type are determined based on the needs

of tourists. 3). Tourism facilities, are the

completeness of tourist destinations needed to serve

the needs of tourists in enjoying their tour, such as

travel agents, transportation equipment, and

communication tools. 4). Infrastructure, which

supports tourism facilities and infrastructure in the

form of regulatory systems and physical buildings

on the ground and underground, such as: irrigation

systems, electricity and energy sources, transport

and terminal lines, communication systems, and

security or surveillance systems. 5). Community,

Environment and Culture, a). the community around

the tourist attraction that interacts with tourists, b).

natural environment around well-maintained and

preserved tourism objects, c). culture that is a pillar

supporting the survival of a society that is

maintained so impressive for every tourist who

visits.

The existence of a tourist destination requires the

media to inform it, because without complete

information tourists will not know about a tourist

destination. Media for informing tourist destinations

can be done using print, advertising and electronic

media. Promotional media that has the widest access

to access is electronic media. According to Zeithaml

et al in Ong Soo, et, al (2016) the dimensions of

promotion using electronic media in this case the use

of online media, including the use of websites

include: ease of use, aesthetic design, processing

speed, and security. Promotional media that has the

widest access to access is electronic media,

including through the use of website pages.

Promotion through electronic media (website) is

largely determined by the quality of the website

itself (SITEQUAL). SITEQUAL was developed by

Yoo and Donthu (2001) and is used to measure the

quality of a website (Ong Soo, et, al 2016).

Dimensions of promotion using electronic media

ease of use, aesthetic design, processing speed, and

security. Ease of use is the ease and ability to search

for information. Aesthetics design is the creativity of

a website with perfect multimedia and graphic

coloring that attracts website visitors. Processing

speed is the timeliness of processing data and

responses that are interactive at the request of

consumers, and security is the security of personal

data and financial information from web visitors.

3 RESEARCH METHODS

The type of data used in this study is primary and

secondary data. Primary data is collected by direct

observation of the field, interviews and

questionnaires. The questionnaire was designed by

giving group questions according to variable

dimensions using a Likert model with a

measurement scale of 4 (four) numbers.

Questionnaires are distributed through an online

system. Secondary data is collected from literature

studies, journals, literature, and other information

related to research problems.

The population used in this study were tourists

who had visited tourist destinations in Jambi

Province at least 2 times. The population in this

study is unknown. Because the population is

unknown, the sample size is determined by 3 factors:

the degree of trust, sampling error and the proportion

of the population. In this study the sample size is

determined in the form of statistical tests that will be

used, namely the structural equation model (SEM),

whose sample size depends on the number of

variables studied (Joreskog and Sorbom in Achmad

Bachrudin and Harapan L. Tobing; 2003). then the

minimum sample used in this study amounted to

200.

The input variables used in this study refer to the

SITEQUAL concept developed by Yoo and Donthu

(Ong Soo, et, al 2016) as follows: 1). Website

Quality (X), includes, ease of use (X1), aesthetic

design (X2), processing speed (X3), and security

(X1). Interest in returning to tourist destinations (Y),

refers to the concept of Inskeep (1991), which

includes dimensions of attraction (Y1), tourism

infrastructure (Y2), tourism facilities (Y3), and

community, environment and culture (Y4).

Government’s Role In Promoting Tourism Destination in Jambi Province Through Increasing The Quality of Electronic Media and Its Effect

On Visiting Tourist Interests

647

Data obtained from the results of questionnaires

were first tested for validity and reliability to ensure

the feasibility of questionnaires used as research

instruments. Data were analyzed using: a). average

method, to get respondents' responses to questions

on the questionnaire. b). The measurement of the

relationship between the research variables used the

SEM (Structural Equation Model) approach with

Lisrel 8.70.

4 RESULTS AND DISCUSSION

The Jambi Provincial Government made a

promotional strategy regarding existing tourist

destinations in Jambi Province through an official

website, pesonajambi.net. The following is the face

view of the website:

Figure 1: Pesonajambi.net, 2018

The research questionnaire was distributed to

200 respondents online, obtained the following

characteristics of respondents, 58.4% of respondents

were female, 71.3% of respondents were in the age

range between 15 to 25 years, this age range was the

age of internet and media users most socially active,

and the majority of them are in school age, that is,

equal high school and strata 1 (student) with an

average income of under two million rupiah,

because the majority of respondents still rely on

pocket money from parents, but have an adventure

by visiting tourist destinations in Jambi Province.

Overall respondents gave positive responses to

the input variables and output of this study. The five

dimensions of the quality of government websites in

promoting tourist destinations in Jambi Province get

positive ratings of respondents with an average score

of 3.04, and the dimension of interest variable

revisits with an average score of 3.08.

The estimation results in the form of structural

equation models using SEM analysis tools obtained

the following results:

Figure 2: Structural Equation Model Result

Source: Data processed, 2018

From the above model can be explained that the

variable Website Quality (X) which is built by

several dimensions, namely ease of use (X1), design

aesthetics (X2), Processing Speed (X3) and Security

(X4) affect the variable interest in revisiting.

Regarding the dimensions of attraction (Y1), tourism

infrastructure (Y2) and tourism facilities (Y3). The

model is said to be appropriate if it meets the GOF

(Good of Fit) criteria.

Table 1 shows the results of model match test

using LISREL 8.70. The results show that the chi-

square value 5 0.05 means that the quality of the

website has a significant effect on the interest in

revisiting. This is also strengthened by the results of

the RMSEA, CFI, IFI, RFI, RMR AND SRMR

values, all of which value ≥ 0.9. But the website

quality variable is categorized as not too strong

affecting the interest of tourists to visit again, this is

seen from the results of GFI which is only 0.73. This

means that there are other variables outside the

variables that are studied that influence the interest

of tourists to visit the existing tourist destinations in

Jambi Province.

From the model picture, it can be seen that

the website quality variable has a significant effect

on the interest of tourists to visit tourist destinations

in Jambi Province, where the effect is 0.73 or 73%.

While the partial results are shown in the Table 2.

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Table 1: Model Match Test

Overall Model Match Test Size

Benchmark Value for

Model Match

Model Compatibility with

Data

Probabilitas dari X

hitung

= 0,0

≤ 0,05

RMSEA = 0,084

≤ 0,08

NFI = 0,95

≥ 0,9

NNFI = 0,97

≥ 0,9

CFI = 0,97

≥ 0,90

IFI = 0,97

≥ 0,9

RFI = 0,95

≥ 0,9

RMR = 0,040

≤ 0,05

SRMR = 0,073

≤ 0,05

GFI = 0,73

≥ 0,9

Marginal Fit

AGFI = 0,69

0,8 ≤ AGFI < 0.9

Marginal fit

Source : Hair et,al (1998)

Table 2: Results of Calculation of Website Quality Variables

Indicator

Loading Factors

Error variance

Ease of use (X

)

0.96

0.92

0.0784

0.98123

0.87103

Aesthetics design (X

)

0.9

0.81

0.19

Processing speed (X

)

0.98

0.96

0.0396

Security (X

)

0.89

0.79

0.2079

Source : data processed, 2018.

From the calculation results in Table 2, it can

be seen that the value of construct reliability (CR)

for the website quality variable (X) used in this

study is 0, 98123 or has been above the lowest limit

value of 0.6 (Bagozzi and Yin in Imam Ghozali,

2005), which means Dimensional value of the

quality of the website has met the limits to be

accepted and this means that the indicators used on

the quality of the website (X) have a good

suitability. For the value of variance extracted (VE)

of 0.87103 is above the lowest limit value of 0.5,

meaning that the indicators used are in accordance

with the variables used. The R2 value of each

dimension also shows its ability to explain the

website quality variables well, where the most

powerful dimension explaining the website quality

variable (X) is processing speed (X2) and the lowest

is security (X4) which is 0.96 and 0.79. This means

that the website created by the Jambi Provincial

Government namely pesonajambi.net can be

accessed easily and quickly by tourists who are

looking for information about tourist destinations in

Jambi province without going through complicated

procedures. In addition, the website does not require

personal data from website visitors so that data

security is not too much considered by website

visitors who provide information about existing

tourist destinations in Jambi Province.

While the results of the calculation for the

interest variable to visit again (Y) can be seen in the

following table:

Government’s Role In Promoting Tourism Destination in Jambi Province Through Increasing The Quality of Electronic Media and Its Effect

On Visiting Tourist Interests

649

Table 3: The results of the calculation of the interest variable visit again

Indicator

Loading Factors

Error variance

Attractiveness (Y

)

0.76

0.58

0.4224

0.90224

0.72103

Tourism Infrastructure (Y

)

0.86

0.74

0.2604

Tourism Facilities (Y

)

0.87

0.76

0.2431

Community, Environment

and Culture (Y

)

0.9

0.81

0.19

Source: Data Processed, 2018

From the table above, it can be seen that the

value of construct reliability (CR) for interest

variables revisits (Y) of 0.90224, this shows that the

dimensions used to construct variable Y have good

suitability, this is also strengthened by the variable

value extracted (VE) of 0.72103 which is above the

specified minimum threshold of 0.5 (Bagozzi and

Yin in Imam Ghozali, 2005). For the R2 value of

each dimension used in variable Y also shows good

value, where the lowest ability to explain the

variable Y is the attractiveness (Y1) that is equal to

0.58. This happens because tourists already know

the attractiveness of a tourist destination because

before they had visited and had experience with

these tourist destinations. And the dimensions that

most strongly explain the Y variable are society,

environment and culture (Y4), which is 0.81. This

happens because the community tries to explore the

typical cultures in each tourist destination, especially

tourist destinations in Jambi Province. The

friendliness of the people in the destination area, the

strength of customs and the distinctive cultural

attractions that exist in each tourist destination,

especially with the existence of various cultural

festivals and festivals in various regions in Jambi

Province, in addition to the natural beauty, which

was exposed through the government website to be a

reinforcement interest in returning to various tourist

destinations in Jambi Province.

5 CONCLUSION

1. The use of electronic media as one of the

promotional strategies applied by the Jambi

Provincial Government has been able to attract

tourists to visit these destinations again, with an

attractive web display and have complete

information from each destination.

2. Each indicator that is used to explain each

variable and dimension has the suitability to

build the research model used.

3. The dominant factor influencing tourist interest to

revisit through promotion strategies using

electronic media is processing speed because the

website can be accessed easily.

4. The added value of Jambi cultural distinctiveness

to be more intensely raised through the

frequency of holding various degree events and

cultural festivals both on a local, regional,

national and even international scale that are

exposed on the Jambi government website to

boost the number of tourist visits to Jambi

Province.

5. It takes a higher speed and intensity of

government web managers in updating tourism

information in addition to ensuring the access

speed of the website being managed.

6. Further research is needed on the use of all

promotional media: both electronic (radio,

television, website pages), social media, print

media, and various other events in increasing the

interest of revisiting tourists, especially in tourist

destinations in Jambi Province.

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