Does Social Media Improve the Welfare of Tourism Businesses?

Abstract

This research aims to analyze the factors that affect welfare of tourism business owners, especially the role of social media. This research uses primary data and cluster sampling method. Data was analyzed use multiple linear regression. The results show that social media has positive effect toward income of tourism business, but not significant. Moreover, income from tourism business has positive significant effect toward household consumption. Development of tourism gives benefits for local communities such as increase tourism business and increase their income. Therefore, tourism business should improve the ability of using social media as promotional tools to increase their welfare.

Analisis Penggunaan Media Sosial Dalam Pemasaran Digital (Studi Pada Penggunaan Instagram Untuk Bisnis)

“…Penggunaan media sosial juga dapat meningkatkan motivasi konsumen yang selanjutnya berdampak positif terhadap keputusan pembelian (Syihab et al, 2023). Penggunaan media sosial juga dapat meningkatkan pendapatan bisnis (Sasana et al, 2020). Selain itu, penelitian sebelumnya juga memberikan saran perlunya bisnis meningkatkan aktivitas pemasaran melalui media sosial untuk mencapai kinerja bisnis yang lebih optimal (Hastutik & Novitaningtyas, 2021;Rahardjo et al, 2019).…”