Socio-demographic analysis of tourist's social return through social media posts
Keywords:
Social return, Media social, Digital social valueAbstract
The development of social media has changed the way tourists express their travel experiences, including in shaping post-visit digital social value. This study aims to analyze the Social Return (SR) of tourists through posts on social media after visiting Borobudur Temple, taking into sociodemographic account factors. This study uses a quantitative approach involving 387 tourists obtained through accidental sampling. Data analysis was conducted using Jamovi software with the Mann-Whitney U and Kruskal-Wallis tests to examine differences in SR levels based on respondent characteristics. The results show that the level of tourists' SR is in the moderate category with an average value of 3.21. Gender does not show a significant difference in SR, while nationality, age, and type of social media are significant differentiating factors. Domestic tourists have a higher level of SR (p = 0.004), and visual-based platforms such as YouTube and Instagram are proven to be more effective in shaping social awareness. In addition, younger age groups who are active on visual social media show higher digital social awareness. These findings confirm that cultural factors and social media usage patterns play a dominant role in shaping the digital social values of tourists. The implication is that the management of tourist destinations such as Borobudur needs to develop electronic strategies, Adaptive word-of-mouth (e-WOM), focusing on visual platforms and specific nationality segmentation to reinforce the message of sustainable tourism.
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