The Role of Social Media and Destination Image in Increasing Tourist Visits to UNESCO Global Geopark in West Java

Abstract

Tourism is one sector that plays a role in the economy of a country. It has multiplier effect that is able to create easy and cheap jobs that have an impact on the creation of a country's foreign exchange. The development of international tourism in various developing countries can increase their role in the global economy. This study aims to determine the role of social media and destination image in increasing tourist interest in UNESCO Global Geopark in West Java. The research design used was explanatory research with social media Instagram, destination image, and interest in visiting as the variables. The method of data collection used was a questionnaire. The research subject was Ciletuh Geopark, one of the UNESCO Global Geoparks in West Java, involving 200 GURILAPSS Instagram followers as research respondents. The analysis tool used was the structural equation modeling structural equation model (SEM). The results showed that social media had a positive and significant effect on the image of the destination, and destination image had a significant positive effect on visiting interest.