Value-Based Communication Strategies And Tourism Growth: Effectiveness-Vam Model
Keywords:
Value-based communication strategies, Value-based Adoption Model, Tourism growth, Global Tourism, PLS-SEMAbstract
This study examines the influence of value-based communication strategies on tourism growth in West Bangka Regency using the Effectiveness-VAM model. The global tourism industry has undergone significant changes due to the development of digital technology and shifts in tourist preferences. Although the COVID-19 pandemic had a major impact, the recovery of the tourism sector is considered crucial for economic growth. The main objective of the research is to analyze the influence of communication quality, employee engagement, organizational support, and work coordination on perceived value by tourists and tourist visits, as well as their impact on the local economy of West Bangka. The research uses a quantitative approach with a cross-sectional design. Data was collected through a survey of 400 tourists visiting West Bangka Regency, selected using purposive sampling technique. Data analysis uses Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that all independent variables significantly influence perceived value and tourist visits. Communication quality has the strongest influence. Perceived value is proven to be an important mediator between independent variables and tourist visits. Tourist visits also significantly influence local economic impact. This research contributes by developing an integrated model that links value-based communication strategies with tourist visits and economic impact in the context of developing regional tourism. The research findings provide evidence-based guidance for tourism stakeholders in West Bangka to enhance destination attractiveness and promote local economic growth. Research limitations include a focus on one geographic area and a cross-sectional design. Future research could expand the geographic scope and use longitudinal designs for more comprehensive understanding.
Downloads
References
Airawati, M. (2023). Potensi penerapan ekonomi biru dalam mendukung pariwisata berkelanjutan di wilayah pesisir daerah istimewa yogyakarta. Buletin Ilmiah Marina Sosial Ekonomi Kelautan Dan Perikanan, 9(2), 133. https://doi.org/10.15578/marina.v9i2.12723
Alimi, R. (2023). Penerapan community based tourism di desa wisata mengarah pada keberlanjutan lingkungan. Jurnal Pembelajaran Pemberdayaan Masyarakat (Jp2m), 4(2), 436–443. https://doi.org/10.33474/jp2m.v4i2.20377
Alimudin, M., & Dharmawati, D. (2022). Strategi komunikasi pemasaran digital dalam meningkatkan minat pariwisata pulau pari (mix method: exploratory sequential design). Jurnal Emt Kita, 6(2), 342–350. https://doi.org/10.35870/emt.v6i2.689
Aman-Ullah, A. (2023). Nexus employee engagement and human resource management practices: a mediation study through psychological involvement. Journal of Business and Social Review in Emerging Economies, 9(3), 393–404. https://doi.org/10.26710/jbsee.v9i3.2819
Anggoro, G., Dunan, A., & Karman, K. (2021). Bauran komunikasi pemasaran dalam memasarkan destinasi wisata alam saat pandemi covid-19. Jurnal Studi Komunikasi Dan Media, 25(2), 223. https://doi.org/10.31445/jskm.2021.3787
Bilderback, S. (2024). Tides of change: employee training strategies for promoting risk-taking tourism in the north sea. Marine Economics and Management, 7(1), 67–78. https://doi.org/10.1108/maem-01-2024-0002
Chen, L. H. (2022). Systematic review of crisis reactions toward major disease outbreaks: application of the triple helix model in the context of tourism. International Journal of Tourism Cities, 8(2), 327–341. https://doi.org/10.1108/IJTC-08-2020-0168
Chen, T. (2023). Analyzing AI-Generated Packaging’s Impact on Consumer Satisfaction With Three Types of Datasets. International Journal of Data Warehousing and Mining, 19(1). https://doi.org/10.4018/IJDWM.334024
Cheuk, S., Atang, A., Lo, M., & Ramayah, T. (2018). Barriers to digital marketing adoption at remote rural tourism destinations in sarawak: an exploratory study. International Journal of Engineering & Technology, 7(2.29), 86. https://doi.org/10.14419/ijet.v7i2.29.13135
Engeset, M., Hull, J., & Velvin, J. (2016). Promoting service excellence for tourist destinations. International Journal of Culture Tourism and Hospitality Research, 10(4), 440–454. https://doi.org/10.1108/ijcthr-08-2015-0097
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications.
Jurkus, E., Povilanskas, R., & Taminskas, J. (2022). Current trends and issues in research on biodiversity conservation and tourism sustainability. Sustainability, 14(6), 3342. https://doi.org/10.3390/su14063342
Kallou, S., Kikilia, A., & Kalogiannakis, M. (2022). An emotional intelligence training program in the tourism sector. International Conference on Tourism Research, 15(1), 159–168. https://doi.org/10.34190/ictr.15.1.128
Karatepe, O. (2015). Do personal resources mediate the effect of perceived organizational support on emotional exhaustion and job outcomes? International Journal of Contemporary Hospitality Management, 27(1), 4–26. https://doi.org/10.1108/ijchm-09-2013-0417
Khương, M., & Phuong, N. (2017). The effects of destination image, perceived value, and service quality on tourist satisfaction and word-of-mouth --- a study in ho chi minh city, vietnam. International Journal of Trade Economics and Finance, 8(5), 217–224. https://doi.org/10.18178/ijtef.2017.8.5.568
Kim, H. W., Chan, H. C., & Gupta, S. (2007). Value-based adoption of mobile internet: An empirical investigation. Decision Support Systems, 43(1), 111–126.
Kim, M., & Qu, H. (2014). Travelers’ behavioral intention toward hotel self-service kiosks usage. International Journal of Contemporary Hospitality Management, 26(2), 225–245. https://doi.org/10.1108/IJCHM-09-2012-0165
Křižanová, A., Lăzăroiu, G., Gajanova, L., Klieštiková, J., Nadányiová, M., & Moravčíková, D. (2019). The effectiveness of marketing communication and importance of its evaluation in an online environment. Sustainability, 11(24), 7016. https://doi.org/10.3390/su11247016
Kurniasari, K. (2023). Analisis perubahan perilaku wisatawan post era pandemi covid-19 sebagai strategi pariwisata berkelanjutan: studi literatur. Journal of Research on Business and Tourism, 3(2), 108. https://doi.org/10.37535/104003220234
Margaretha, R. (2024). Strategi capacity building dalam pengelolaan pariwisata berkelanjutan di indonesia. Jurnal Ekonomi Bisnis Manajemen Dan Akuntansi (Jebma), 4(1), 248–256. https://doi.org/10.47709/jebma.v4i1.3588
Marizki, A., Masril, M., & Pasaribu, I. (2022). Konsep komunikasi pariwisata berbasis kearifan lokal di danau toba kabupaten samosir sumatera utara. Jurnal Simbolika Research and Learning in Communication Study, 8(1), 42–50. https://doi.org/10.31289/simbolika.v8i1.5715
Min, J., Chang, H., Fowler, D., & Blum, S. (2022). Why are college sports tourists traveling long distance? antecedents of destination and team loyalty. Asia Pacific Journal of Marketing and Logistics, 35(2), 323–343. https://doi.org/10.1108/apjml-05-2021-0371
N, M. (2024). The role of technology in promoting wellness tourism: a case study of thrissur, kerala. Jaz. https://doi.org/10.53555/jaz.v45i3.4436
Odunga, E., Kieti, D., & Too, J. (2020). Effect of knowledge creation by tourism stakeholders on destination competitiveness, baringo county, kenya. The International Journal of Business & Management, 8(3). https://doi.org/10.24940/theijbm/2020/v8/i3/bm2003-033
Perić, G., Gašić, M., Stojiljković, M., & Nešić, I. (2018). The impact of employee satisfaction on the tourist satisfaction with the services of spa tourism. Ekonomika Poljoprivrede, 65(2), 617–632. https://doi.org/10.5937/ekopolj1802617p
Putro, H., Perdana, M., & Farag, A. (2022). Pengembangan produk paket wisata berbasis masyarakat di desa wisata selasari, kecamatan parigi, kabupaten pangandaran. Warta Pariwisata, 19(1). https://doi.org/10.5614/wpar.2021.19.1.13
Rumbajan, M. (2022). The effect of work satisfactory on turn over intention and organizational commitment as well as its impact toward employee performance at pt. bank sulteng. Tadulako International Journal of Applied Management, 4(1), 1–9. https://doi.org/10.59769/tajam.v4i1.22
Setiawan, H. (2023). Tourist loyalty model visiting culinary tourism destinations. International Journal of Social Science and Business, 7(4), 876–886. https://doi.org/10.23887/ijssb.v7i4.51516
Sun, P., & Zuo, X. (2023). Globalizing hainan tourism products: lessons from canadian tourism operations management. International Journal of Science and Business, 25(1), 1–11. https://doi.org/10.58970/ijsb.2121
TRI, N. (2024). Intention to return to national park: the role of perceived quality, perceived value, and tourist satisfaction. Geojournal of Tourism and Geosites, 53(2), 380–387. https://doi.org/10.30892/gtg.53201-1213
Wahyono, W., Wiratama, B., & Wijaya, A. (2021). The role of perceived value on tourist loyalty: case study on nature tourism in indonesia. https://doi.org/10.4108/eai.22-7-2020.2307922
Wang, T., Tran, P., & Tran, V. (2017). Destination perceived quality, tourist satisfaction and word-of-mouth. Tourism Review, 72(4), 392–410. https://doi.org/10.1108/tr-06-2017-0103
Widiati, I., & Permatasari, I. (2022). Strategi pengembangan pariwisata berkelanjutan (sustainable tourism development) berbasis lingkungan pada fasilitas penunjang pariwisata di kabupaten badung. Kertha Wicaksana, 16(1), 35–44. https://doi.org/10.22225/kw.16.1.2022.35-44
Xie, D., & He, Y. (2022). Marketing strategy of rural tourism based on big data and artificial intelligence. Mobile Information Systems, 2022, 1–7. https://doi.org/10.1155/2022/9154351
Xu, F., Buhalis, D., & Weber, J. (2017). Serious games and the gamification of tourism. Tourism Management, 60, 244–256. https://doi.org/10.1016/j.tourman.2016.11.020
Yang, Y. (2015). Robustness assessment of urban rail transit based on complex network theory: A case study of the Beijing Subway. Safety Science, 79, 149–162. https://doi.org/10.1016/j.ssci.2015.06.006
Zhang, B., & Niyomsilp, E. (2020). The relationship between tourism destination image, perceived value and post-visiting behavioral intention of chinese tourist to thailand. International Business Research, 13(11), 96. https://doi.org/10.5539/ibr.v13n11p96
Zhang, Q. (2023). A study on tourist satisfaction of fujian traditional village tourism based on perceived value. Migration Letters, 20(6), 786–804. https://doi.org/10.59670/ml.v20i6.3524
Zhang, Y. (2024). Digital transformation in the tourism industry: a comparative literature review. Advances in Economics Management and Political Sciences, 72(1), 166–179. https://doi.org/10.54254/2754-1169/72/20240667
Zuo, D., Zoubi, M. A. L., Kwon, W. S., Kügler, M., Zmyślony, P., Zirkel, S., Zimmerman, B. J., Zhu, Y. P., Zhou, Y., Zheng, S., Zheng, P., Zheng, K., Zheng, D., Zhen, R., Zhao, X., Zhao, L., Zhang, Y., Zhang, X., Zhang, W., … Aalst, M. K. van. (2021). Theory of organizational knowledge creation as a framework for transnational learning in regional development. Sustainability (Switzerland), 14(1), 1–13. https://doi.org/10.1163/21971927-bja10029
