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Emotional Storytelling dan Perbedaan Citra Destinasi Wisata Berdasarkan Jenis Kelamin dan Generasi
Abstract
Sektor pariwisata Indonesia sebagai salah satu komoditas primadona ditunjukkan melalui kampanye bertajuk Wonderful Indonesia. Meskipun sempat terhambat pandemi Covid-19, aktivitas komunikasi pemasaran pariwisata Indonesia tetap gencar dilakukan melalui video promosi bernuansa emosional. Emotional storytelling merupakan cara untuk mengomunikasikan suatu pesan dan dapat memengaruhi citra. Citra destinasi merupakan kepercayaan dalam diri wisatawan mengenai produk atau pelayanan wisata. Penelitian ini dilakukan untuk menguji perbedaan citra destinasi Danau Toba yang ditimbulkan oleh unsur emotional storytelling video The Heartbeat of Toba berdasarkan segmentasi jenis kelamin dan generasi. Penelitian kuantitatif eksplanatif ini menggunakan metode Pra-experiment dengan One-shot Case Study Design. Eksperimen dilakukan terhadap 60 orang responden yang dikelompokkan menjadi tiga generasi dan dua jenis kelamin. Sampel ditarik dengan teknik convenience sampling dan hipotesis diuji menggunakan uji beda Mann-Whitney U dan Kruskal-Wallis. Hasil menunjukkan terdapat perbedaan yang signifikan pada setiap generasi. Namun, tidak terdapat perbedaan yang signifikan antara jenis kelamin laki-laki dan perempuan
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DOI: https://doi.org/10.25008/wartaiski.v6i2.214
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