PENGARUH EMPATI DAN PERSUASI STORYTELLING MELALUI FILM PENDEK PARIWISATA TERHADAP KEMAUAN PERJALANAN KE MANDALIKA, LOMBOK

Kurniawan, Ary Dian (2023) PENGARUH EMPATI DAN PERSUASI STORYTELLING MELALUI FILM PENDEK PARIWISATA TERHADAP KEMAUAN PERJALANAN KE MANDALIKA, LOMBOK. Other thesis, STIE BPD Jateng.

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Abstract

This research aims to investigate how the audience's response to short films can influence their desire to travel to Mandalika, Lombok. This research can become a crucial foundation in the development of tourism promotion strategies through audio-visual media such as short films. The study involved 96 respondents from the Central Java region, selected through accidental sampling. Data was then analyzed using the Path Analysis method. The results of the analysis show that the content of tourism short films has a positive impact on empathy. The content of tourism short films also has a positive influence on persuasion. Empathy positively affects persuasion and the audience's response. Additionally, persuasion has a positive impact on the audience's response. Furthermore, the audience's response to the short films positively influences their knowledge (cognition) about tourism, which, in turn, affects their desire to travel. The destination's image does not moderate the relationship between the content of tourism short films and audience empathy

Item Type:	Thesis (Other)
Additional Information:	Penelitian ini bertujuan untuk menyelidiki bagaimana respon penonton terhadap film pendek dapat mempengaruhi keinginan mereka untuk melakukan perjalanan wisata ke Mandalika, Lombok. Penelitian ini dapat menjadi landasan penting dalam pengembangan strategi promosi pariwisata melalui media audio-visual seperti film pendek. Sampel penelitian berjumlah 96 responden di daerah Jawa Tengah. Data dikumpulkan dengan metode accidental sampling. Path Analisis dipakai untuk menganalisis data. Hasil analisis menunjukkan isi cerita film pendek pariwisata berpengaruh positif terhadap empati, isi cerita film pendek pariwisata berpengaruh positif terhadap persuasi, empati berpengaruh positif terhadap persuasi, empati berpengaruh positif terhadap respon pemirsa, persuasi berpengaruh positif terhadap respon pemirsa, respon penonton berpengaruh positif terhadap kognisi pariwisata, kognisi pariwisata berpengaruh positif terhadap keinginan berwisata, citra destinasi tidak mampu memoderasi Isi cerita film pendek pariwisata dengan empati.
Uncontrolled Keywords:	empathy, persuasion, storytelling, tourism short films, audience response, travel desire, Mandalika.
Subjects:	H Social Sciences > HA Statistics H Social Sciences > HF Commerce H Social Sciences > HJ Public Finance H Social Sciences > HS Societies secret benevolent etc
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	01 Sep 2023 07:27
Last Modified:	01 Sep 2023 07:27
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/1359

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