The Effectiveness of Viral Marketing and Social Media Marketing in Increasing Tourism Interest in the Kayutangan Heritage, Malang City

Authors

  • Agnes Luisa Stefani Tourism Diploma Program, University of Merdeka Malang
  • Estikowati Tourism Diploma Program, University of Merdeka Malang
  • Stella Alviana Tourism Diploma Program, University of Merdeka Malang
  • Anisa Zuhria Sugeha Tourism Diploma Program, University of Merdeka Malang
  • Utik Kuntariati Institute of Tourism and International Business, Bali, Indonesia

Keywords:

viral marketing, social media marketing, tourism marketing, visit intention, heritage tourism

Abstract

This study examines the influence of viral marketing and social media marketing on visit intention to Kampung Heritage Kayutangan, one of Malang City's most prominent cultural destinations. As heritage-based tourism continues to grow, digital promotional strategies have become crucial for engaging modern travelers seeking meaningful and authentic experiences. The research adopts an explanatory quantitative approach to identify the partial and simultaneous effects of both marketing variables on visitors' intention to visit. A total of 68 respondents were selected through purposive sampling, targeting individuals who had never visited the destination but showed interest in doing so. Data were analyzed using instrument validity tests, reliability tests, and multiple linear regression. The findings indicate that all research instruments were valid and reliable. Viral and social media marketing demonstrated significant positive effects on visit intention, partially and simultaneously. The regression model yields an Adjusted R² of 0.768, indicating that 76.8% of the variance in visit intention is explained by the two variables. The results highlight the importance of developing engaging digital content and strengthening social media presence to enhance promotional visibility. This study contributes to tourism marketing literature by emphasizing the effectiveness of digital promotion in cultural heritage destinations.

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Published

2026-06-04

How to Cite

Agnes Luisa Stefani, Estikowati, Stella Alviana, Sugeha, A. Z., & Kuntariati, U. (2026). The Effectiveness of Viral Marketing and Social Media Marketing in Increasing Tourism Interest in the Kayutangan Heritage, Malang City. Proceedings of International Conference of Graduate School on Sustainability, 10, 554–560. Retrieved from https://jurnal.unmer.ac.id/index.php/icgss/article/view/17254

Issue

Vol. 10 (2025)

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Articles

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