DAYA TARIK VISUAL DAN KEKUATAN NARATIF SEBAGAI DETERMINAN KEPUTUSAN KUNJUNGAN WISATAWAN

Authors

  • Hary Hermawan Sekolah Tinggi Pariwisata AMPTA Yogyakarta
  • Fuadi Afif
  • Agus Arifin
  • Iflin Gabriel Balan
  • Margaretha Chintya Gracia

DOI:

https://doi.org/10.31294/pariwisata.v13i1.12525

Keywords:

Electronic Word of Mouth (eWOM), User-Generated Content (UGC), Elaboration Likelihood Model, Destination Image, Digital Consumer Behavior

Abstract

ABSTRAK

 

Transformasi digital dalam sektor pariwisata telah menempatkan konten berbasis pengguna sebagai instrumen krusial dalam memitigasi risiko perjalanan dan membentuk ekspektasi calon pengunjung. Penelitian ini bertujuan untuk menganalisis hubungan antara elemen estetika dan kedalaman informasi yang disajikan dalam ulasan digital terhadap pilihan perilaku wisatawan di Ibarbo Park, Yogyakarta. Dengan menggunakan pendekatan kuantitatif melalui metode survei, penelitian ini mengeksplorasi bagaimana wisatawan domestik memproses stimulasi informasi pada platform daring. Hasil penelitian mengungkapkan bahwa daya tarik estetika (aesthetic appeal) dan kekuatan bercerita (storytelling) dalam ulasan memiliki korelasi positif dan signifikan dengan tahap akhir pengambilan keputusan. Temuan kunci menunjukkan bahwa kekuatan narasi memainkan peran yang lebih substansial sebagai determinan utama dibandingkan dengan aspek visual semata. Hal ini mengonfirmasi bahwa wisatawan cenderung melakukan pemrosesan informasi yang mendalam melalui kredibilitas cerita untuk memvalidasi daya tarik visual yang mereka temukan. Secara praktis, studi ini merekomendasikan agar pemangku kepentingan destinasi wisata berfokus pada manajemen konten yang memprioritaskan autentisitas pengalaman untuk membangun kepercayaan publik dalam ekosistem digital.

 

Kata Kunci: Electronic Word of Mouth (eWOM), User-Generated Content (UGC), Elaboration Likelihood Model, Citra Destinasi, Perilaku Konsumen Digital.

 

ABSTRACT

 

The digital transformation in the tourism sector has positioned user-based content as a crucial instrument in mitigating travel risks and shaping the expectations of potential visitors. This study aims to analyze the link between aesthetic elements and the depth of information presented in digital reviews regarding tourists' behavioral choices at Ibarbo Park, Yogyakarta. Using a quantitative approach through a survey method, this research explores how domestic tourists process information stimulation on online platforms. The results reveal that aesthetic appeal and the power of storytelling in reviews have a positive and significant correlation with the final stage of decision-making. A key finding indicates that narrative strength plays a more substantial role as a primary determinant compared to visual aspects alone. This confirms that tourists tend to engage in deep information processing through story credibility to validate the visual appeal they encounter. Practically, this study recommends that tourism destination stakeholders focus on content management that prioritizes experience authenticity to build public trust in the digital ecosystem.

 

Keywords: Electronic Word of Mouth (eWOM), User-Generated Content (UGC), Elaboration Likelihood Model, Destination Image, Digital Consumer Behavior

Author Biographies

  • Hary Hermawan, Sekolah Tinggi Pariwisata AMPTA Yogyakarta

    Hary Hermawan is a Lecturer at Sekolah Tinggi Pariwisata AMPTA Yogyakarta and Head of the Institute for Research and Community Service (LPPM). He specializes in sustainable tourism, Geotourism, Community-Based Tourism (CBT), and tourism marketing. His research extensively utilizes SEM-PLS to analyze consumer behavior and village tourism development in Indonesia.

  • Fuadi Afif

    Fuadi Afif is a lecturer at Sekolah Tinggi Pariwisata AMPTA Yogyakarta, focusing on tourism management and hospitality services. He is actively involved in academic research and community development programs, particularly in enhancing local destination competitiveness. His work bridges theoretical hospitality frameworks with practical industry applications for undergraduate tourism education.

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Published

2026-05-08

Issue

Vol. 13 No. 1 (2026): Jurnal Pariwisata

Section

Articles

License

Copyright (c) 2025 Hary Hermawan, Fuadi Afif, Agus Arifin, Iflin Gabriel Balan, Margaretha Chintya Gracia

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How to Cite

DAYA TARIK VISUAL DAN KEKUATAN NARATIF SEBAGAI DETERMINAN KEPUTUSAN KUNJUNGAN WISATAWAN. (2026). Jurnal Pariwisata, 13(1), 67-77. https://doi.org/10.31294/pariwisata.v13i1.12525