FACTORS INFLUENCING SOCIAL MEDIA UTILIZATION BY TOURISM VILLAGE ACTORS AT CIAMPEA SUBDISTRICT, BOGOR REGENCY OF INDONESIA

Abstract

Increasing the capacity of tourism village actors does not only rely on the use of social media and marketing communications but also takes advantage of other factors such as internal, external, and environmental factors. This study aims to identify the level of media utilization by tourism village actors and to analyze the factors that utilize social media by tourism village actors in Bogor Regency. The study approach used was quantitative data with a survey method and a questionnaire as a data collection tool. The sample of this study was 30 tourism village actors from two villages in Ciampea Subdistrict, namely Cihideung Udik and Tegal Waru villages. The data were collected in February 2020. Data were analyzed descriptively using SPSS 24 and inferential using PLS 3. The results showed that the level of social media utilization by tourism actors in Bogor Regency was in a low category (80,0 percent), especially on social media YouTube. In addition, the ability of tourism actors in utilizing Instagram media was also in the low category (56,7 percent). This result indicates that tourism actors do not yet understand managing creative procedures, creating interesting content such as photos and videos on YouTube and Instagram. Factors that influence the use of social media by tourism village actors in Bogor Regency are internal, external, and environmental factors. Internal factors are motivation and informal education of tourism village actors, external factors are the role of community leaders and universities, while environmental factors are physical facilities, tourism institutions, and economy.

Keywords

• factors
• tourism village actors
• use of social media