PENENTU PERILAKU BERBAGI PENGETAHUAN MELALUI MEDIA SOSIAL: PERSEPSI WISATAWAN PADA WISATA HALAL DI SUMATERA BARAT

  • Meuthia Meuthia Universitas Andalas
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Abstract

West Sumatra has become one of the eleven halal tourist destinations in Indonesia with excellence in natural and cultural attractions and culinary tourism. The social interaction of tourists by utilizing social media has become social capital in bridging the effective flow of information in sharing tourist knowledge with other potential tourists. This study aims to analyze the effect of social capital on knowledge sharing intention and knowledge sharing behavior and examine the effect of knowledge sharing intention on knowledge sharing behavior. Research data were collected through an online questionnaire on 160 tourists who had visited West Sumatra. Data analysis was performed using the SEM-PLS method. The results showed that social capital had a positive and significant effect on knowledge sharing intention and knowledge sharing behavior. Furthermore, it was also found that knowledge sharing intention had a positive and significant effect on knowledge sharing behavior. This finding indicates the importance of the role of stakeholders such as tourism service providers and the government in facilitating the social interaction of tourists in spreading tourism information on social media in order that the potential of West Sumatra as a halal tourism destination in Indonesia can be optimized.


Sumatera Barat telah menjadi salah satu dari sebelas daerah destinasi wisata halal di Indonesia dengan keunggulan pada daya tarik objek wisata alam dan budaya serta wisata kulinernya. Interaksi sosial wisatawan dengan memanfaatkan media sosial telah menjadi modal sosial (social capital) dalam menjembatani arus informasi yang efektif dalam berbagi pengetahuan wisata pada calon wisatawan lainnya. Penelitian ini bertujuan untuk menganalisis pengaruh social capital terhadap knowledge sharing intention dan knowledge sharing behavior serta menguji pengaruh knowledge sharing intention terhadap knowledge sharing behavior. Data penelitian dikumpulkan melalui kuisioner online pada 160 wisatawan yang pernah berkunjung ke Sumatera Barat. Analisis data dilakukan menggunakan metode SEM-PLS. Hasil penelitian menunjukkan bahwa social capital berpengaruh positif dan signifikan terhadap knowledge sharing intention dan knowledge sharing behavior. Lebih lanjut, juga ditemukan bahwa knowledge sharing intention berpengaruh positif dan signidikan terhadap knowledge sharing behavior. Temuan ini mengindikasikan pentingnya peran stakeholders seperti penyedia jasa wisata dan pemerintah dalam memfasilitasi interaksi sosial wisatawan dalam menyebarkan informasi wisata di media sosial sehingga potensi Sumatera Barat sebagai destinasi wisata halal di Indonesia bisa lebih optimal.

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Published
2019-12-28
How to Cite
MEUTHIA, Meuthia. PENENTU PERILAKU BERBAGI PENGETAHUAN MELALUI MEDIA SOSIAL: PERSEPSI WISATAWAN PADA WISATA HALAL DI SUMATERA BARAT. Procuratio : Jurnal Ilmiah Manajemen, [S.l.], v. 7, n. 4, p. 364-378, dec. 2019. ISSN 2580-3743. Available at: <http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/PROCURATIO/article/view/530>. Date accessed: 23 oct. 2020.

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