Assessing the Role of Marketing Communication in Shaping Tourist Intentions to Morotai Island

Abstract

The tourism industry is a key pillar in driving global economic growth, facilitating rich cultural exchanges, and driving community development. This study aims to measure the impact of marketing communication on visit intentions to Morotai Island, a tourist destination that captivates with its World War II historical heritage and cultural richness. This study used a quantitative method with a sample size of 210 respondents. Primary data was obtained from the research questionnaire and analyzed using LISREL-based Structural Equation Modeling (SEM). The findings show that there is a varying influence between marketing communication or promotion mix on the intention to visit tourist attractions. Advertising and sales promotion have no significant impact, while sponsorship and public relations significantly influence visit intention. The practical implications of this research underscore the wise allocation of marketing resources. Given the lack of effectiveness of advertising and sales promotion, the focus of investment needs to be emphasized on sponsorship and public relations strategies.