Effectiveness of E-tourism Website as a Tourism Promotion Media using

AIDA Model: A Study in Context of visitingjogja.com

Nazli Amanda

, Paulus Insap Santosa

and Wing Wahyu Winarno

Department of Electrical Engineering and Information Technology, Universitas Gadjah Mada, Yogyakarta, Indonesia

Keywords:

E-tourism, Effectiveness, Promotion, AIDA, WebQual

Abstract:

The use of e-commerce in the tourism industry is known as e-tourism terminology. E-tourism can include

promotion, marketing to tourism transactions. The Indonesian government has poured a considerable amount

of funds in developing e-tourism, as well as the Government of the Special Region of Yogyakarta in developing

visitingjogja.com as one of the e-tourism website. By using questionnaires this study wants to ﬁnd the extent

to which the effectiveness of website e-tourism as a tourism promotion media is measured using the AIDA

model based on the area on WebQual 4.0. In addition, this study also examined what factors were inﬂuential

in it. The results showed a very high level of effectiveness in most of the AIDA model, which is Attention,

Interest and Desire but has not been too effective in the stage of Action. furthermore, areas on WebQual 4.0

has an effect on every stage of AIDA.

1 INTRODUCTION

Tourism that uses information technology in its man-

agement is called e-tourism. In a publication that

made the World Tourism Organization, ”Tourism

Ecommerce”, wrote that the notion of e-tourism is

the use of technology to enhance tourism relations

(Zhang, 2009). Etourism is something that is very po-

tential to be developed, therefore, the Indonesian gov-

ernment has poured substantial funds in developing

e-tourism in Indonesia, especially after the implemen-

tation of tourist visits in 2008. E-tourism can include

promotional, marketing to transaction of tourism sec-

tor. At present almost 75% of the world’s popu-

lation owns smartphones, therefore the development

of tourism through interconnected interconnected ser-

vices is a great potential that must be managed well

and planned (Murtadho and Shihab, 2011).

Promotion is one of the four basic elements of

marketing, the four elements are product, place, price

and promotion. (Sari, 2011) Promotional tools must

attract attention, get and encourage interest, gener-

ate desire, and produce action. Promotions are im-

plemented effectively and controlled properly it will

play a role in inﬂuencing and raising consumer inter-

est which in turn will signiﬁcantly affect the number

of purchases of products or services.

A good promotional tool at this time is online

media, this is because the number of internet users

is increasing at any time. According to data from

the Indonesian Internet Service Providers Association

(APJII) in 2016, the ﬁgure of 132.7 million out of

256.2 million Indonesians has used the internet, and

the majority are on the island of Java ((APJI), 2015).

Visitingjogja.com is an information system based

e-tourism websites launched by the Department of

Tourism DIY (Special Region of Yogyakarta), which

aims to integrate the various information through a

single door. The vision of the Ofﬁce of Tourism is

to realize Yogyakarta as a culture-based tourism area

that is based on local strength and excellence and can

be the locomotive for the development of the Special

Region of Yogyakarta. Therefore this study wants to

ﬁnd out the extent of the effectiveness of the informa-

tion system visitingjogja.com in terms of promoting

tourism in the Special Region of Yogyakarta using the

AIDA marketing model.

AIDA

The effectiveness of a product or service promo-

tion can be measured by using the AIDA model (at-

tention, interest, desire, action). The AIDA model is

one of the class models known as hierrarchy effect

models or hierrarchy models, which implies that con-

sumers move through a series of steps or stages when

they make purchasing decisions. This model is a lin-

ear model, sequentially built on the assumption that

consumers who move through a series of cognitive

stages (thinking) and affective (feelings) and the peak

Amanda, N., Santosa, P. and Winarno, W.

Effectiveness of E-tourismWebsite as a Tourism Promotion Media using AIDA Model: A Study in Context of visitingjogja.com.

DOI: 10.5220/0009866001330138

In Proceedings of the International Conference on Creative Economics, Tourism and Information Management (ICCETIM 2019) - Creativity and Innovation Developments for Global

Competitiveness and Sustainability, pages 133-138

ISBN: 978-989-758-451-0

133

stage is action (purchase or experiment)(Zeithaml

et al., 1990)

Figure 1: Hierrarchy of Effect Model (source

http://old.perpusnas.go.id/gambarmajalah/1-hirarcyeffect-

model.jpg)

The level of effectiveness based on AIDA, ex-

plains the steps taken by consumers in responding

to advertisements or information offered. These

steps include: attention, maintaining interest (inter-

est), stimulating desire (desire), and resulting in ac-

tion according to the contents of the information pro-

vided (action)(Vakratsas and Ambler, 1999).

WebQual 4.0

Webqual is a method of measuring website quality

based on the perceptions of end users (communities).

This method is a development of servqual (Zeithaml

et al., 1990) which was used previously in measur-

ing service quality (Zeithaml et al., 1990) (Diana and

Tjiptono., 2007). WebQual 4.0 is based on research

in three areas, namely, Information Quality, Service

Interaction Quality, Usability.

a Information Quality is the quality of them content

obtained at the site, the suitabelity of information

for user purposes such as accuracy, format and rel-

evance (Diana and Tjiptono., 2007)

b Service Interaction is the quality of the interac-

tion of service experienced by users when they

delve deeper into the site, which is realized by

the trust and empathy, for example the issue of

security of transactions and information, product

delivery, personalization and communication with

site owners. (Diana and Tjiptono., 2007)

c Usability is the quality associated with site de-

sign, for example appearance, ease of use, navi-

gation and images conveyed to users (Diana and

Tjiptono., 2007)

2 LITERATURE REVIEW

The study (Adhanisa and Fatchiya, 2017) uses AIDA

as a measure of the website and Instagram shows that

websites and Instagram are only effective in attracting

attention, and attracting interest, while in wanting and

also acting is still less inﬂuential. This is inﬂuenced

by the completeness of the information on the web-

site and the completeness of information and caption

grammar on Instagram. The study was conducted in

Yogyakarta.

The study (Losung, 2011) measures the effec-

tiveness of utilizing e-tourism as a promotional Me-

dia and its implications in tourism destination plan-

ning. The goals of this study are to ﬁnd factors that

inﬂuence the effectiveness of e-tourism seen from

the expectations of users from highest e-tourism fea-

tures and considered the most important in providing

etourism information. The study was conducted in

North Sulawesi.

The study (Masthori et al., 2016) resulted in a

modiﬁed webqual method that was able to explore the

quality of website services as well as the level of ben-

eﬁts obtained through the application of the website

so that this method can be used to evaluate the quality

of local government website services more compre-

hensively. The data analysis technique used is quan-

titative and qualitative with the method of collecting

data using a questionnaire.

3 OBJECTIVE OF THIS STUDY

a. To ﬁnd out how effective e-tourism website vis-

itingjogja.com when measured using a model

AIDA

b. To ﬁnd out whether there is inﬂuence/effect We-

bQual 4.0 on the effectiveness of using th emodel

AIDA

4 METHODOLOGY

The effectiveness of the website visitingjogja.com as

a tourism promotion media can be measured using the

AIDA model (attention, interest, desire, action). Ef-

fectiveness was measured by the quality of the web-

site by WebQual 4.0 are, quality of information, ser-

vice interaction quality, and usability.

In this study the independent variable is the area

on WebQual 4.0 (quality information, service interac-

tion quality, and usability) while the dependent vari-

able is the AIDA model (attention, interest, desire, ac-

tion). The hypothesis in this study is formulated as

follows:

H1. There is the inﬂuence of WebQual 4.0 variable

on Attention H2. There is the inﬂuence of WebQual

4.0 variable on Interest H3. There is the inﬂuence

ICCETIM 2019 - International Conference on Creative Economics, Tourism Information Management

134

of WebQual 4.0 variable on Desire H4. There is the

inﬂuence of WebQual 4.0 variable on Action

Each variable is broken down into several indica-

tors as a reference in making questionnaire questions.

Data collected by distributing questionnaires online.

The scale used in this measurement is an interval scale

of 1-5. Point given as below

Strongly Agree : 5 point Agree : 4 point Neither

Agree/Disagree : 3 point Disagree : 2 point Strongly

Disagree : 1 point

Figure 2: Variable Corelation

This study uses a sampling method that is non-

probability sampling with an accidental sampling pro-

cedure, with a technique where the researcher se-

lects the sample spontaneously or anyone who is con-

sidered to represent the population based on prede-

termined criteria (Unaradjan 2013). This accidental

sampling technique was carried out because the re-

searcher did not know the population so it did not de-

termine the sampling frame.

Questionnaires lasted from 15 March 2019 until

15 May 2019. The total questionnaires were collected

on the questionnaire was 219. But after verifying and

reducing 190 questionnaires were obtained. The data

was then processed for research.

5 RESULT

Respondents Detail is an important factor and it is be-

ing measured. The following table shows the details

of the respondents.

Figure 3: Responden Detail.

Figure 3 represents the distribution of respondents

by sex dan education. The data were collected from

190 respondents among the 100 respondents 42% are

male and 53% are female. On educational distribu-

tion shows 3% are elementary/junior school, 26% are

highschool and the rest are university with 71%.

Figure 4: Quality of Information Distribution.

Based on the data in the Figure 4 shows that the

majority of respondents rated Quality of Information

on sites visitingjogja.com very high, with a percent-

age of 93% and this proves that the quality of infor-

mation provided on the website is good according to

respondents, both on the side of completeness of in-

formation, actuality , beneﬁts as well as the language

of communication is delivered.

Figure 5: Service Interaction quality Distribution.

Based on the Figure 5, the assessment of the ma-

jority of respondents to the quality of service interac-

tions is very high reaching 85%, while the remaining

15% assess the quality of service interactions is mod-

erate. This shows that the majority of respondents

considered the elements of communication, security,

believability in the site visitingjogja.com is good.

Figure 6: Usability Distribution.

According to the Figure 6 above, the majority of

respondents rate the Usability or quality associated

with the site design is very good, with the percentage

of votes a high category by 92%, while the remaining

16% rate this medium/average. This shows the easy to

use element, interface design, access speed assessed

by the majority of respondents to be very good.

Figure 7: Attention Distribution.

Based on the Figure 7, the majority of respondents

paid very high attention when viewing the contents

Effectiveness of E-tourismWebsite as a Tourism Promotion Media using AIDA Model: A Study in Context of visitingjogja.com

135

of the website visitingjogja.com, with a high atten-

tion rating of 79%, the remaining 31% rated moder-

ate/average.

Figure 8: Interest Distribution.

Based on Table 8, the majority of respondents

judge the content of visitingjogja.com causing any

interest for respondents to know more information

about the product delivered within a site, this is in-

dicated by the high percentage of votes by 90% and

the remaining 10% judge was moderate/average.

Figure 9: Desire Distribution.

Based on the Figure 9, 76% of respondents rated the

content of sites visitingjog causing a high desire to

make purchases or visit tourism products, while the

other 24% rated moderate/average. The majority of

respondents would to make purchases or visit tourism

products offered, in this stage the respondents began

to look for additional information to meet the needs

of the tourism products they wanted.

Figure 10: Action Distribution.

Based on the Figure 10, it shows that the assess-

ment of the action of the majority of respondents

is low, which is 72% and for the mederate/average

is 28%. this shows that the majority of respon-

dents have not or rarely visited or made purchases of

tourism products after getting information from visit-

ingjogja.com.

6 FINDING

From this chapter, it can be described some ﬁndings

about the analysis from the data collection. The anal-

ysis model is multiple linear regression analysis on

each of WebQual 4.0 variables as independen variable

to each of AIDA variable as dependen variable.

Figure 11: Action Distribution.

count

= 83,354 0,000

R Square = 0,573

To ﬁnd out whether the X variable inﬂuences si-

multaneously on the Y variable, the resulting data

must meet the following conditions,

a If the value of Sig. <0.05 then there is a simul-

taneous effect of variable X on Y, then h1 is ac-

cepted..

b If the value of F

count

> F

table

then there is a si-

multaneous effect of variable X on Y, then h1 is

accepted.

According from the Figure 11, it is known that

count

is 83,354 with a signiﬁcance value is 0,000, and

from the formula F

table

= (k; n-k) , FF

table

=2,42 were

obtained. where k is the number of variables and is

the number of respondent, so it can be concluded as

below:

a 0,000 < 0,05, then hypothesis 1 is accepted

b 83,354 > 2,42, then hypothesis 1 is accepted

The Figure 11 shows that the percentage of the

effect of the Quality of Information, Service Interac-

tion Quality and Usability variables has a simultane-

ous effect of R Square, which is 57.4%, the remaining

42.6% is inﬂuenced by other variables outside the re-

search.

So the regression equation is Y = a + b1X1 +

b2X2 = b3X3 + b4X4, then Attention = 1, 230 +

0, 021 + 0, 167 + 0, 136

Figure 12: Multiple Linear Regression to Y2 Interest.

count

= 84,846 0,000

R Square = 0,578

According to Figure 12, it is known that F

count

84.846 with a signiﬁcance value of 0.000, from the

ICCETIM 2019 - International Conference on Creative Economics, Tourism Information Management

136

formula F

table

= (k; n-k) , FF

table

=2,42 were ob-

tained. where k is the number of variables and n is

the number of respondent, so it can be concluded as

below:

a 0,000 < 0,05, then hypothesis 2 is accepted

b 84,846 > 2,42, then hypothesis 2 is accepted

The Figure 12 shows that the percentage of the

effect of the Quality of Information, Service Inter-

action Quality and Usability variables has a simul-

taneous effect of R Square, which is 57.8%, the re-

maining 42.2% is inﬂuenced by other variables out-

side the research. then the regression equation is

Y = a + b1X1 + b2X2 = b3X3 + b4X4, so Interest =

2, 058 + 0, 133 + 0, 103 + 0,224.

Figure 13: Multiple Linear Regression to Y3.Desire.

count

= 69,553 0,000

R Square = 0,529

According Figure 13, it is known that F

count

69,553 with a signiﬁcance value of 0.000, from the

formula F

table

= (k; n-k) , FF

table

=2,42 were ob-

tained. where k is the number of variables and n is

the number of respondent, so it can be concluded as

below

a 0,000 < 0,05, then hypothesis 3 is accepted

b 69,553 > 2,42, then hypothesis 3 is accepted

The Figure 13 shows that the percentage of the

effect of the Quality of Information, Service Interac-

tion Quality and Usability variables has a simultane-

ous effect of R Square, which is 52,9%, the remaining

47,1% is inﬂuenced by other variables outside the re-

search.

Then the regression equation is Y = a + b1X1 +

b2X2 = b3X3 + b4X4, so Desire = 0, 030 + 0, 195 +

0, 343 + 0, 097

count

= 5,335 0.002

R Square = 0,079

According Figure 14, it is known that F

count

5,335 with a signiﬁcance value of 0.000, from the for-

mula F

table

= (k; n-k) , FF

table

=2,42 were obtained.

where k is the number of variables and n is the number

of respondent, so it can be concluded as below :

a 0,002 < 0,05, hypothesis 4 is accepted

b 5,335 > 2,42, then hypothesis 3 is accepted

Figure 14: Multiple Linear Regression to Y4 Action.

The Figure 14 shows that the percentage of the

effect of the Quality of Information, Service Inter-

action Quality and Usability variables has a simul-

taneous effect of R Square, which is 7,9%, the re-

maining 92,1% is inﬂuenced by other variables out-

side the research. Then the regression equation is

Y = a + b1X 1 + b2X2 = b3X 3 + b4X 4, so Action =

2, 649 + (−0, 058) + 0, 119 +0, 045

7 CONCLUSION AND

RECOMMENDATION

Based on the results of the analysis and discussion

that have been explained, there are some conclusions

from this study. First, the results of this study show a

high valuation response to the stages of Attention, In-

terest, Desire. So that the effectiveness of the website

visitingjogja.com effectively only reaches the third

stage, which is Desire from the four stages of AIDA.

Second, there is the effect/inﬂuence of each area

on WebQual 4.0 to AIDA, this is evidenced by the

value of the Signiﬁcancy of each step of less than

0.05. In addition, it is also known the percentage

of the inﬂuence of area variables on WebQual 4.0

on AIDA, which is Attention stage is 57.3%, Inter-

est is 57.8%, and Desire is 52.9%, this indicates the

inﬂuence of quality of information, service interac-

tion quality and usability affect more than half to the

stages of attention, interest, desire, and the rest is in-

ﬂuenced by other factors outside this research. While

Action, the percentage of the inﬂuence of the We-

bqual 4.0 area is only 7.9%, this proves that the deci-

sion to take action is inﬂuenced by many factors out-

side of this research.

In the future, an increase in each of the WebQual

4.0 areas is needed, because this area has an inﬂuence

on the effectiveness of website e-tourism for promo-

tion side and besides that there needs to be research to

ﬁnd out other factors that inﬂuence the effectiveness

of tourism promotion on website etourism.

Effectiveness of E-tourismWebsite as a Tourism Promotion Media using AIDA Model: A Study in Context of visitingjogja.com

137

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