INFLUENCE OF NEW MEDIA ON LANGKAWI AS A HERITAGE DESTINATION
DOI:
https://doi.org/10.35631/JTHEM.1144019Keywords:
Online Travel Review, Short Video Platforms, Social Media, Tourists’ IntentionAbstract
This paper is focused on the impact of new media on the intention of tourists to visit Langkawi as a heritage site. The impact of social media, online travel reviews (OTR), and short video on the travel intention of the tourists will be analysed in this study. Quantitative methodology was used for this research with the use of data collected from tourists who have been to or are going to go to Langkawi and interact with new media. The result obtained through multiple regression analysis shows that social media, OTR, and short video platforms increase the travel intention. Also, it has been observed that the effect of OTR is the most among other variables. 45.9% variance in travel intention has been explained by the model with no presence of any multicollinearity.
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