The Effect of Online Promotion and Travel Motivation on Intention to Travel to Ecotourism Destinations in Indonesia: The Role of Destination Image as a Mediating Variable
Stella Franciss M.1, Hatane Semuel2, Serli Wijaya3
Faculty of Business and Economics
Petra Christian University
Jalan Siwalankerto 121-131 Surabaya East Java
Abstract
Ecotourism is defined as responsible travel to natural areas that conserves the environment, sustains the well-being of the local people, and incorporates interpretation and education. With its rich natural biodiversity, Indonesia has played an important role in the world-s environmental conservation. Ecotourism, therefore, is a special interest tourism that Indonesian government has developed and promoted as a means to attract more responsible tourists to visit the country. Promotion strategy has been undertaken using both offline and online platforms to enhance the image of Indonesia as a worth-taking ecotourism destination in the world. This study aimed to examine the effect of online promotion through various digital platforms, which play as an external stimulus, and travel motivation as an internal tourist-s driver on tourists- destination image and travel intention to ecotourism destinations in Indonesia. Questionnaire-based survey was completed to 319 respondents who would travel to any ecotourism destinations in Indonesia. The results showed that both online promotion and travel motivation directly affected tourists- intention to visit ecotourism destinations in Indonesia. Meanwhile, the image held in tourists- minds about the destination had played as a significant mediating role of online promotion and travel motivation in influencing tourists- travel intention.
Keywords: Online Promotion, Travel Motivation, Destination Image, Travel Intention, Ecotourism
Topic: Marketing