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Penulis
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Dosen:
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YOSEF ABDUL GHANI
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Tanggal Terbit
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| 15 September 2025 |
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Kategori
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| Jurnal Nasional Terakreditasi [SINTA 5] |
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Penerbit
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| INNOVATIVE: Journal Of Social Science Research |
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Kota / Negara
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| KataKunci: Instagram, Wisata Budaya, Generasi Z / Indonesia |
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Volume
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| 5/4 |
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Halaman
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| 3611-3622 |
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ISSN
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| 2807-4246 |
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E-ISSN
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| 2807-4238 |
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URL
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| https://j-innovative.org/index.php/Innovative/article/view/20360/13753 |
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Abstrak
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This study examines the influence of Instagram content featuring cultural tourism destinations on the interest in visiting Generation Z tourists in Bandung City. The method used is quantitative with a survey approach with a sample of 200 Generation Z respondents (born 1997–2012) who actively use Instagram in Bandung. The research instrument was a Likert scale questionnaire 1–4, analyzed with descriptive statistics and simple linear regression. The results show that the perception of Instagram content is generally positive: 55% of respondents agree that Studio Rosid videos are visually appealing and 32.5% strongly agree that cultural information is easy to understand. Regression tests reveal that the effectiveness of Instagram content has a significant positive effect on interest in visiting (β= 0.221; t= 3.067; p= 0.002), although it can explain 4.5% of the variation in interest in visiting (R²= 0.045). The most dominant indicator influencing interest in visiting is the visual aspect (images/videos), with 47% of respondents strongly agreeing that Instagram videos are very interesting. This finding confirms the importance of the quality of visual content in encouraging Generation Z's interest in cultural tourism.
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