Analysis of Promotional Strategies with a Culinary Tourism Approach to Increasing Tourist Visitson the Beach Digitalization- Mediated Variable
Abstract
This study aims to test and analyze the influence of advertising, personal selling, and public realtion on tourist visits on Mutiara beach with a promotional strategy with a culinary tourism approach. To test and analyze the influence of advertising, personal selling, and public realtion on tourist visits at Mutiara beach with a promotional strategy with a culinary tourism approach mediated by digitalization. This study was analyzed with SMART PLS with a total of 100 samples. From the results of the study, it is known that advertising has a positive and significant effect on tourist visits. Personal Selling has a positive and insignificant effect on tourist visits. Public relations has a positive and significant effect on tourist visits while digitalization has a positive and insignificant effect on tourist visits on Mutiara beach using a promotional strategy with a culinary tourism approach.
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DOI: https://doi.org/10.30596/miceb.v1i0.318
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