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To increase tourism visits, various attractions are offered and promoted. However, the current promotional efforts are suboptimal, as they lack measurable impact, rely on conventional methods, and are poorly managed. Solo Safari adopts up-to-date and virtual promotional strategies, leveraging social media. This study aims to evaluate the direct impact of Paid Promotion, Social Media Marketing, and Electronic Word of Mouth on the interest in purchasing Solo Safari tickets. The research employs a quantitative method using SmartPLS 3.0 software. The sample was collected through non-probability sampling, involving 400 respondents selected through purposive sampling. The results show that Paid Promotion, Social Media Marketing, and Electronic Word of Mouth all have a positive and significant influence on the interest in purchasing Solo Safari tickets. Therefore, to boost tourism interest in the Safari, management should enhance paid promotion efforts, intensify social media marketing, and effectively manage Electronic Word of Mouth promotions.

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The Roles of Paid Promotion, Social Media Marketing, and Electronic Word of Mouth to Improve the Visitors Intentions in Solo Safari Zoo, Indonesia

  • 章节

  • 发表日期：

    2025年

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  • Ahmad Mardalis,
  • Adhirajasa Deva Amananta Pradana,
  • Minhayati Saleh

摘要

To increase tourism visits, various attractions are offered and promoted. However, the current promotional efforts are suboptimal, as they lack measurable impact, rely on conventional methods, and are poorly managed. Solo Safari adopts up-to-date and virtual promotional strategies, leveraging social media. This study aims to evaluate the direct impact of Paid Promotion, Social Media Marketing, and Electronic Word of Mouth on the interest in purchasing Solo Safari tickets. The research employs a quantitative method using SmartPLS 3.0 software. The sample was collected through non-probability sampling, involving 400 respondents selected through purposive sampling. The results show that Paid Promotion, Social Media Marketing, and Electronic Word of Mouth all have a positive and significant influence on the interest in purchasing Solo Safari tickets. Therefore, to boost tourism interest in the Safari, management should enhance paid promotion efforts, intensify social media marketing, and effectively manage Electronic Word of Mouth promotions.