Analysis of the Influence of Digital Marketing on the Decision to Visit Labuhanbatu Tourist Destinations

Abstract

This study aims to analyze the effect of digital promotion on tourist satisfaction at local tourist destinations. Using a quantitative approach, data was collected through a survey from 150 respondents who had been exposed to digital promotions of tourist destinations and had visited the location. Digital promotion includes social media, website, digital advertising, and email marketing as the main elements. Data analysis using multiple linear regression shows that digital promotion has a significant influence on traveler engagement, especially through interactions on social media and clicks on advertisements. In addition, digital promotion is proven to increase the frequency of tourist visits, especially through interesting information and effective visual promotions. Tourist satisfaction is influenced by the match between expectations formed through digital content and the actual experience at the destination. The results of this study confirm the importance of an integrated and data-driven digital marketing strategy in marketing local tourist destinations. This research provides practical contributions for tourist destination managers to optimize the use of digital platforms, improve content quality, and adopt promotional personalization to enhance the tourist experience. These results are relevant in facing global competition and supporting sustainable tourism development.