Peran Kinerja Tour Guide Dalam Memediasi Pemanfaatan Instagram Terhadap Daya Tarik Wisata.

Abstract

Abstract

The rapid advancement of digital technology has transformed social media from a communication platform into a strategic tool that supports information management in the tourism sector. However, empirical studies examining Instagram as a Management Information System (MIS) support platform at the operational level of tour guides and its influence on tourist attraction remain limited. This study aims to examine the effect of Instagram utilization as a Management Information System support platform on tourist attraction by investigating the mediating role of tour guide performance. A quantitative approach with an explanatory research design was employed. Data were collected through questionnaires distributed to 70 active tour guides operating in the Mount Bromo tourism area via Malang, selected using purposive sampling. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The findings indicate that Instagram utilization as a Management Information System support platform has a positive and significant effect on both tourist attraction and tour guide performance. Furthermore, tour guide performance significantly enhances tourist attraction and partially mediates the relationship between Instagram utilization and tourist attraction, with a Variance Accounted For (VAF) value of 54.16%. These findings demonstrate that the effective use of Instagram not only improves the operational performance of tour guides but also strengthens destination attractiveness through better service quality and enhanced tourist experiences. This study contributes to the growing literature on tourism digitalization by providing empirical evidence of the role of social media as a Management Information System support platform in improving the competitiveness of tourism destinations.

Keywords: Instagram Utilization; Management Information System; Tour Guide Performance; Tourist Attraction; PLS-SEM