Role of Social Media in Influencing The Visit of Domestic Tourist

Abstract

The purpose of this study is to examine whether there is a relationship and the influence of the use
of social media by tourists and how it plays a role in the visit of domestic tourists in Lawang Sewu
Semarang. The data used in this study are primary data with a sample of 73 respondents. The
research method uses descriptive statistical analysis, correlation coefficients and simple linear
regression analysis with research variables including the level of social media use and domestic
tourist visits in and Lawang Sewu Semarang. The results showed that the level of social media use
and domestic tourist visits in the two tourism objects were high with the percentage of 78% and
82.79%. As for the role of social media there are 33% of tourists get information from social media
and 93% of domestic tourists often upload the results of travel on social media. In addition, the use
of social media also has a weak relationship and influences 8% of visits to Lawang Sewu.
Suggestions that can be given from this research are for the management of Lawang Sewu
attractions are expected to remain active in social media but to focus more on tourism promotion
through other media.