Understanding How YouTube Promotional Video Influences Tourism Village Visit Intentions Using the Information Adoption Model
DOI:
https://doi.org/10.31603/conference.17301Kata Kunci:
tourism village, information adoption model, information usefulness, information adoption, visit intentionAbstrak
This study examines the Information Adoption Model (IAM) in the context of tourism village promotion through YouTube and its influence on viewers’ visit intentions. A quantitative research approach was employed, targeting YouTube users who had watched tourism village-related videos and had experience visiting tourism villages. Data were collected through an online questionnaire using a purposive sampling technique, resulting in 224 valid responses. The findings indicate that attitudes toward promotional videos significantly influence information usefulness, which subsequently affects information adoption. Furthermore, information adoption was found to have a significant positive effect on visit intention toward tourism villages. By incorporating attitude as an antecedent variable within the IAM framework, this study extends the understanding of how YouTube video content shapes tourism-related behavioral intentions. The results suggest that tourism village managers, local governments, and tourism authorities should utilize YouTube as a strategic promotional platform to increase destination visibility and encourage potential visitors. Effective video-based promotion can enhance public awareness of tourism villages and stimulate stronger intentions to visit these destinations.
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