Article
The role of instagram social media exposure in shaping destination image and tourists’ visit decisions at Sombu Dive, Wakatobi
Jurnal HOMANIS: Halu Oleo Manajemen dan Bisnis, Vol. 3 No. 3 (2026), hlm. 974–983
Abstrak
This study aims to analyze the effect of Instagram social media exposure on destination image and its impact on tourists’ visiting decisions at Sombu Dive, Wakatobi. This study involved 100 respondents who were visitors to Sombu Dive, selected using a purposive sampling technique. Data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the assistance of SmartPLS 4. The results indicate that Instagram social media exposure has a positive and significant effect on destination image. Destination image also has a positive and significant effect on visiting decisions. In addition, Instagram social media exposure has a positive and significant effect on visiting decisions, both directly and indirectly through destination image as a mediating variable. These findings indicate that the effective use of Instagram can enhance destination image and encourage tourists’ visiting decisions.