Model Terpaan Promosi Komunikasi Pada Destinasi Wisata Nusa Tenggara Timur dengan Ikon Labuan Bajo ‘Bali Baru’ Indonesia

Abstract

Bandura (1971) in the social learning theory says that humans in doing an activity occur ongoing interaction between cognitive, behavioral and environmental. Similar to thing, is that, doing individual travel activities are influenced by many factors ranging from the environment, personal and habits. Information becomes an important part in deciding the choice of travel to a destination. Labuan Bajo is one of the leading tourist places 'Bali Baru' Ministry of Tourism has had the status of World Class Destination and became the Tourist Authority Agency (BOP) based on BOP Regulation of Labuan Bajo Flores Number 32 the Year 2018, April 5, 2018. However, the current trend this has not been in line with the target of the local government targeting 500 thousand visits by 2019 while in 2017 it only reached 100 thousand visits. This is not much different from the tourism targets of the Ministry of Tourism on unaffordable tourist visits in 2017 to reach 17 million visits. This study aims to create a model of exposure the promotion as an antecedent variable that affects the image of destination, consumer satisfaction, and interest of visiting back. This research uses social learning theory Bandura (1971) as the main theory with test tool using smartPLS 3.0 (Partial Least Square). The results of this study indicate that there is a positive influence on exposure promotion of communication to the image destination and tourist satisfaction. Then there is a positive impact of the image of the destination to the satisfaction of tourists and the interest of return visit, and there is an influence on of the satisfaction of tourists to the interest of return visitors. Elements that need to be considered in exposure to the promotion of communication include these following: appropriate promotional media, the type of argumentation that shows and persuades the target campaign, as well as memorable and creative messages, are confirmed by the fact of the situation in the field that is supported by the high intensity of the media. Key Words : Tourism, Marketing, Labuan Bajo, Indonesia, Bandura