The Role of Online Media Communication in Increasing Tourism Promotion in Bangka Regency

Abstract

The purpose of this research was to determine the role of online media communication in efforts to improve tourism promotion in Bangka Regency. This type of research is a survey research with a qualitative-quantitative method approach (mix method). The subjects in this study were 110 respondents. The sample framework uses non probability sampling with accidental sampling technique. The scale used in this study is a Likert’s scale. Data analysis uses in this research is descriptive analysis. Data were collected by inventory questionnaire, participant observation, in-depth interviews, and documentation. Analysis of content validity was conducted by expert judgment and construct validity, reliability analysis was conducted using Cronbach’s Alpha formula. Data were analyzed by correlation, simple regression, assisted by SPSS 22 ver. computer program. Simple linear regression analysis where to see the contribution made by online media communication as variable (X) to tourism promotion as variable (Y). The result showed that, the role of online communication by 12.5% in effort to increase tourism promotion in Bangka Regency and 87.50% (100% - 12.50%). The results obtained through the calculation of the regression Y = 16,919 + 0,181 X, the coefficient of determination 16,919 + 0.181 (2) = 16,919 + 0.362 Y (Promotion) = 17,281. Hypothesis result, H0 was rejected and accepted H1, which means Online Media Communication has play Role to improve/ ingcreas tourism promotion in Bangka regency.
 Keywords: Online Media Communication, Tourism Promotion, Bangka Regency