Proceedings of the International Conference on Applied Science and Technology on Social Science 2023 (iCAST-SS 2023)

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The Effect of Accessibility and Quality of Social Media on Intention to Visit Agrotourism in Banyuasin Regency

Authors
Rita Martini1, *, Sari Lestari Zainal Ridho1
1Politeknik Negeri Sriwijaya, Dept. of Accounting, Dept. of Business Administration, Palembang, Indonesia
*Corresponding author.
Corresponding Author
Rita Martini
Available Online 15 February 2024.
DOI
10.2991/978-2-38476-202-6_41How to use a DOI?
Keywords
acessibility; quality; social media; intention to visit; agrotourism
Abstract

The purpose of this study was to examine the effect of accessibility and quality of social media on interest in visiting agro-tourism in Banyuasin Regency, South Sumatra. The data were collected through the distribution of questionnaires to Potential consumers or tourists, the people willing to travel and visit tourism destinations in the future, who is potential. The sampling technique used is convenience sampling. The sample used was 154 respondents who had the intention to make a visit to agro-tourism which was the object of research. Analysis of the data was carried out using Partial Least Square Structural Equation Modeling technique. The results showed that there was a significant positive effect of Accessibility and the Quality of social media on intention to visit Agrotourism Destinations. The implications of this study show the importance of tourism promotion and or marketing tools of social media and its accessibility and quality in order to create the demand for agrotourism destinations as an effort to build a sustainable business of tourism development.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Applied Science and Technology on Social Science 2023 (iCAST-SS 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
15 February 2024
ISBN
10.2991/978-2-38476-202-6_41
ISSN
2352-5398
DOI
10.2991/978-2-38476-202-6_41How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Rita Martini
AU  - Sari Lestari Zainal Ridho
PY  - 2024
DA  - 2024/02/15
TI  - The Effect of Accessibility and Quality of Social Media on Intention to Visit Agrotourism in Banyuasin Regency
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2023 (iCAST-SS 2023)
PB  - Atlantis Press
SP  - 301
EP  - 306
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-202-6_41
DO  - 10.2991/978-2-38476-202-6_41
ID  - Martini2024
ER  -