ENCOURAGING TOURISM REVIVAL: AN ANALYSIS OF THE IMPACT OF ONLINE PROMOTION AND SERVICE QUALITY ON VISITING DECISIONS AT NGLANGGERAN TOURISM VILLAGE POST-PANDEMIC

Abstract

This study aims to analyze the impact of online promotion and service quality on visiting decisions at Nglanggeran Tourism Village post-pandemic. Adopting a quantitative approach, data were collected through online questionnaires from 96 tourists (accidental sampling) and analyzed using multiple linear regression (SPSS 25). The variables encompassed Digital Promotion (X₁: advertising, social media), Service Quality (X₂: tangible, empathy, reliability), and Visiting Decision (Y).  Validity and reliability assessments validated the instrument's consistency (Cronbach’s Alpha >0.8). The findings demonstrated that both online promotion (β=0.408, p<0.05) and service quality (β=0.368, p<0.05) strongly affected visitor decisions, accounting for 53.9% of the variation (R²=0.539).  Service Quality received the highest score (mean=33.6), highlighting hygienic standards and cultural authenticity.  Nonetheless, deficiencies in digital literacy (15% of managers utilizing analytics) and infrastructure (30% with insufficient facilities) obstructed optimization. The sample was predominantly composed of young visitors (58.3% aged 16-25) and educated individuals (55.2% holding a bachelor’s degree), underscoring the necessity for interactive digital material and multilingual approaches. The study suggests that improving digital capabilities (e.g., analytics training, multilingual campaigns) and service quality (e.g., ISO 45001 certification, infrastructure enhancements) is essential for competitiveness.  The incorporation of real-time feedback mechanisms and community-oriented tourist projects is advised to enhance resilience. These findings enhance post-pandemic recovery plans for rural locations, highlighting the interplay between technological adaptability and service quality.
Keywords: Tourism revival; Online promotion; Service quality; Nglanggeran village; Post-pandemic.