Pemilihan Destinasi Wisata Prioritas Berdasarkan Kinerja Promosi Digital Media Sosial Menggunakan Metode VIKOR
DOI:
https://doi.org/10.55537/cosmic.v1i4.1080Kata Kunci:
Destinasi Wisata, Promosi Digital, Media Sosial, Metode VIKORAbstrak
Penelitian ini bertujuan menentukan destinasi wisata di Sumatera Utara yang layak diprioritaskan untuk promosi digital berdasarkan kinerja media sosial, dengan menggunakan metode VIKOR. Evaluasi dilakukan melalui lima kriteria, yaitu jumlah interaksi media sosial (25%), efektivitas kampanye (23%), kualitas konten promosi (20%), jenis platform (18%), dan feedback (15%), pada 15 alternatif destinasi wisata. Data diolah melalui tahapan pembuatan matriks keputusan, normalisasi, serta perhitungan jarak utilitas (S) dan regret (R) untuk memperoleh nilai indeks VIKOR (Qi). Hasil analisis menunjukkan bahwa destinasi wisata Sungai Bahorok di Kabupaten Langkat memperoleh nilai Qi terendah (0) dan direkomendasikan sebagai prioritas utama untuk dipromosikan. Penelitian ini juga mengusulkan sistem pendukung keputusan sebagai alat bantu strategis dalam pengambilan keputusan promosi digital pariwisata.
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Referensi
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Hak Cipta (c) 2024 Yustria Handika Siregar, Mohammad Badri, Sela Malika, Amira Anindya Putri, Nanda Wahyudi Tanjung
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