Shaping Tourist Visiting Intention through Government-Managed Social Media Promotion: Insights from Gorontalo Whale Shark Tourism

Mohammad Thoriq Hamid1, & Citra Aditya Kusuma2*
1Department of Management, Universitas Negeri Gorontalo, Indonesia
2Department of Management, Universitas Negeri Gorontalo, Indonesia
DOI – http://doi.org/10.37502/IJSMR.2025.81101

Abstract

The rapid expansion of digital platforms has transformed the way tourism destinations are promoted and has positioned social media as a decisive factor in influencing travel intentions. This study examines how Government Social Media Promotion (GSMP) influences tourists’ visiting intention toward Whale Shark Tourism in Botubarani, Gorontalo, Indonesia. Drawing on the Theory of Reasoned Action (TRA), GSMP is conceptualised through three dimensions which are promotion reach, promotion frequency, and message quality, that collectively shape tourists’ attitude and subjective norms. A quantitative explanatory design was employed using data from 96 respondents collected through online and on-site surveys. Analysis using simple linear regression revealed a positive and significant effect (β = 0.706, p < 0.001, R2 = 0.547) of GSMP on visiting intention, confirming that well-managed official social media enhances behavioral intention through persuasive communication and social endorsement. The study contributes theoretically by extending TRA into the public-sector marketing domain and provides practical guidance for tourism authorities seeking to optimize official social media strategies.

Keywords: Social media promotion, Tourism, TRA, Visit intention

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