Mempromosikan Pelancongan Warisan di Melaka dalam Media Sosial Tripadvisor

(Promoting Malacca Heritage Tourism in Tripadvisor Social Media)

  • Norhidahyu Mohd Aris Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia
  • Habibah Ahmad Fakulti Sains Sosial dan Kemanusiaan, Universiti Kebangsaan Malaysia
Keywords: E-wom, 4P, promosi, tarikan warisan, TripAdvisor

Abstract

ABSTRAK

Media sosial, terutama pengguna TripAdvisor sering  memberikan komentar dan E-Wom tentang pengalaman mereka mengunjungi sesuatu destinasi, termasuk mempromosikan     Tapak Warisan Dunia Melaka. Tujuan kajian ini untuk mengetahui promosi yang dilakukan oleh E-Wom terhadap pelancongan warisan di Melaka. Ini kerana berasaskan analisis kandungan ke atas 200 pelancong maya, hasil kajian mendapati bahawa mereka telah menyumbang dalam mempromosikan Tapak Warisan Dunia Melaka dalam beberapa aspek yang mengfokuskan kepada warisan itu sendiri. Para penulis online telah mempromosikan cirian warisan yang terdapat di sepuluh lokasi di Melaka yang mendapat rating tertinggi di laman sosial TripAdvisor. Berdasarkan hasil E-wom daripada pengguna online suatu analisa tema berdasarkan selling place iaitu 4P iaitu product, price, place dan people manakala selling experience iaitu 4E education, esthetic, escapist dan entertainment digunakan bagi mengetahui promosi pelancongan warisan yang diingini oleh para penulis online. Kajian ini juga menyarankan agar komentar pengguna atas talian menjadi mekanisme yang kukuh dalam mempromosikan pelancongan warisan di Melaka ke persada antarabangsa.

Kata kunci: E-wom,  4P, promosi, tarikan warisan, TripAdvisor

 

ABSTRACT

Social media, especially TripAdvisor users, often share their comments through E-Wom. This includes  their experience of visiting a destination, including promoting the Melaka World Heritage Site. This study aims to know what is being promoted by E-Wom on heritage tourism in Melaka.Based on content analysis of 200 virtual travelers, the findings have found that they have contributed actively in promoting the Melaka World Heritage Site in several aspects that focus on their own legacy. Online writers have been promoting the legacy of  the top ten destination  in Melaka, which resulted the highest rating on the TripAdvisor social site. Based on the results of E-wom users and their commented  themes based on the 4P ie product, price, place and person/people while sales experience of 4E education, aesthetics, escapist and entertainment used to know the heritage tourism promotion desired by online writers. This study also suggests that online comment users become a strong mechanism in promoting tourism in Melaka to the international arena.

 Keywords: E-wom, 4P, promotions, heritage attractions, TripAdvisor

 

Published
2020-03-31
How to Cite
Mohd Aris, N., & Ahmad, H. (2020, March 31). Mempromosikan Pelancongan Warisan di Melaka dalam Media Sosial Tripadvisor. Jurnal Wacana Sarjana, 4(2), 1 -14. Retrieved from https://spaj.ukm.my/jws/index.php/jws/article/view/329