Pengaruh Content Marketing Media Sosial dan Fomo Terhadap Minat Berkunjung Pariwisata di Bali Melalui Destination Image

Abstract

This study aims to analyze the influence of social media content marketing and FOMO on the intention to visit Bali, with destination image serving as an intervening variable. The study is expected to contribute to the development of digital marketing strategies that are more credible, realistic, and sustainable within the tourism industry. A quantitative research method was employed, utilizing data gathered from respondents' answers to questionnaire items regarding social media content marketing, fear of missing out (FOMO), visit intention, and destination image. Based on the findings regarding the influence of social media content marketing and FOMO on the intention to visit Bali via destination image, it is concluded that all hypotheses proposed in this study were supported, demonstrating positive and significant effects. The results indicate that social media content marketing and FOMO not only directly influence visit intention but also contribute to it through the formation of destination image.