Cultural Landscape: Brand Knowledge Wisatawan tentang Bali dalam Online Travel Review Communication Platform
DOI:
https://doi.org/10.31091/mudra.v36i2.1200Keywords:
komunikasi pemasaran, brand knowledge, eWOM, online travel review, cultural landscapeAbstract
Kebudayaan Bali memiliki peran penting bagi citra dan competitiveness Bali dalam industri pariwisata global dan unsur-unsur budaya telah digunakan sebagai ikon pemasaran pariwisata. Namun demikian, dalam perjalanan kepariwisataan di Bali, motivasi wisatawan berkunjung beragam karena banyaknya alternatif aktivitas wisata ditawarkan di Bali. Di sisi lain, perkembangan teknologi komunikasi merubah trend wisatawan mempersiapkan perjalanan wisata melalui pencarian informasi dengan merujuk ke rekomendasi dari sosial media secara online, salah satu yang populer adalah travel review forum. Tulisan ini bertujuan untuk mengetahui brand knowledge wisatawan tentang Bali melalui mediasi online travel review platform. Penelitian ini merupakan penelitian kuantitatif. Pengumpulan data dilakukan melalui survey dengan kuesioner online sebagai instrument penelitian. Analisis data dilakukan menggunakan metode Spearman Rank Correlation. Hasil penelitian menunjukkan bahwa eWOM, khususnya online travel review memiliki hubungan yang kuat dan positif terhadap brand knowledge wisatawan bahwa Bali merupakan destinasi wisata alam. Sebaliknya, hubungan yang lemah dan negatif terjadi antara eWOM terhadap brand knowledge wisatawan tentang Bali sebagai destinasi wisata budaya.
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