Digital Capability and Communication Skill for Empowering Self-Efficacy in Tourism Industry

DOI

10.2991/aebmr.k.200305.032How to use a DOI?

Keywords

concept of e-digital capability, hotel, SEM AMOS, tourism

Abstract

The people’s shifting perspective from buying products to buying “experience” has been phenomenon these days. This phenomenon brings positive effects on the tourism service industry which is potential and prospective to be developed. Indonesia has great potentials to develop the tourism industry. However, the question about distributing the number of travelers more evenly is still bothersome. Thus, the needs to educate conventional tourism industry players into digital marketing and to increase the supporting role for the tourism industry are essential. This article proposes the concept of building a destination competitive advantage which emphasizes the development of tourism in communication skills and self-efficacy through enhancing e-digital capability in sharia hotels. This study applies SEM AMOS analysis with 107 respondents working as employees of sharia hotel in Semarang city. The results showed that digital capability had a positive and significant effect on communication skills and on self-efficacy. Communication skills had a positive and significant effect on self efficacy as well. Furthermore, communication skills mediate the effect of digital capability on self-efficacy. The results of this proposed model are hoped to contribute to social identity theory and social exchange theory in the context of digital-based tourism marketing and development strategies.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ratih Pratiwi
AU  - Sri Hartono
AU  - Editya Nurdiana
AU  - Dasmadi Dasmadi
PY  - 2020
DA  - 2020/03/16
TI  - Digital Capability and Communication Skill for Empowering Self-Efficacy in Tourism Industry
BT  - Proceedings of the 1st International Conference on Accounting, Management and Entrepreneurship (ICAMER 2019)
PB  - Atlantis Press
SP  - 126
EP  - 129
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200305.032
DO  - 10.2991/aebmr.k.200305.032
ID  - Pratiwi2020
ER  -