Pengaruh Smart Tourism, Content Marketing dan Relationship Marketing terhadap Revisit Intention pada Objek Wisata Waduk Malahayu Kabupaten Brebes
DOI:
https://doi.org/10.58192/profit.v4i4.5578Keywords:
Content Marketing, Malahayu Reservoir, Relationship Marketing, Revisit Intention, Smart TourismAbstract
This study aims to analyze the influence of smart tourism, content marketing, and relationship marketing on revisit intention at the Malahayu Reservoir tourist destination in Brebes Regency. A quantitative approach was employed, with data collected through questionnaires distributed to 99 respondents selected using purposive sampling. The research instruments were tested for validity and reliability prior to data collection. Data analysis was conducted using multiple linear regression to determine both the simultaneous and partial effects of each independent variable on the dependent variable. The results indicate that smart tourism, content marketing, and relationship marketing simultaneously have a significant effect on revisit intention. Partially, smart tourism has the most dominant influence, followed by relationship marketing, while content marketing also has a positive effect, although with lower significance. These findings suggest that optimizing technology-based facilities, delivering engaging content, and fostering strong relationships with visitors are crucial strategies to enhance visitor loyalty.
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