Effectiveness of Content Marketing in Sustainable Tourism Destinations in Digital Marketing

Abstract

The selection of tourist attractions has many general and specific reasons in determining it. The attractions offered are one of the solutions for determining the selection of tourist attractions. Karo is one of the regencies in Indonesia that has many natural tourist attractions. The primary issue with natural tourist attractions is the lack of a clear signal and an unkept environment. Some tourists visit tourist attractions based on ratings and reviews given by previous tourists, descriptions and high/low values ​​influence their decision to come. Marketing content is a form of campaign to attract tourists to tourist attractions, but is everything displayed in the content in accordance with the reality at the tourist attraction? Do tourists get satisfaction after visiting the tourist attraction? This study aims to determine the extent of the influence of content's ability to create tourist satisfaction, assisted by smart tourism and a technology-based environment, as well as technological readiness, on tourists visiting tourist attractions in Karo Regency, based on their exposure to digital marketing content. This study uses crosstabulation data descriptions and analysis models Structural Equation Model (SEM). The results of the study showed that there was an influence Perceived Smart Tourism and Perceived Smart Environment has a positive and significant effect on Online Satisfaction Tourism through Affective Content. The profile of tourist respondents who visited this study was dominated by the age of 21-30 years who were students/university students, motorcyclists, social media users who traveled with friends with incomes <Rp. 500,000 who provided 10% of their income for traveling. They were those who stayed at tourist attractions for 1-2 days in nature tourism and stated that the cleanliness and public facilities of tourist attractions were still very minimal.