The Effect of Promotional Brochure Quality on Tourism Promotion in North Nias Regency
DOI:
https://doi.org/10.55606/jempper.v5i2.6651Keywords:
Brochure Quality, Destination Marketing, North Nias, Promotional Media, Tourism PromotionAbstract
This study aims to analyze the effect of tourism promotion brochure quality on tourism promotion in North Nias Regency. A quantitative approach with a causal research design was employed using a survey method. The respondents consisted of 50 individuals who had read or been exposed to official tourism promotion brochures and were selected through purposive sampling. Data were collected using a structured questionnaire measured on a five-point Likert scale and analyzed through simple linear regression. The results show that the quality of tourism promotion brochures has a positive and statistically significant effect on tourism promotion (β = 0.812; p < 0.05). The coefficient of determination (R²) of 0.681 indicates that brochure quality contributes substantially to tourism promotion, while the remaining variance is influenced by other factors beyond the scope of this study. These findings suggest that printed tourism brochures continue to play an important role in shaping tourists’ perceptions and interest. This study provides empirical support for destination marketing theory and emphasizes the importance of brochure quality in regional tourism promotion strategies.
References
BPS Kabupaten Nias Utara. (2025). Kabupaten Nias Utara dalam angka: Vol. XVI (S. Hia, Ed.). BPS Kabupaten Nias Utara.
Burhan, U. M. (2023). Digital marketing in promotion of tourism objects in Selayar Islands Regency. International Journal of Professional Business Review, 8(5), e01054. https://doi.org/10.26668/businessreview/2023.v8i5.1054
Creswell, J. W., & Creswell, D. J. (2018). Research design: Qualitative, quantitative, mixed methods approaches (5th ed.). SAGE Publications, Inc.
Dinas Pariwisata Nias Utara. (2025a). Berikut adalah infografis data kunjungan wisatawan di Kabupaten Nias Utara pada bulan September 2025 yang dihimpun dari 20 destinasi wisata. October, 2025. https://www.facebook.com/share/p/14SK4XSeR3a/
Dinas Pariwisata Nias Utara. (2025b). Infografis data kunjungan wisatawan di Kabupaten Nias Utara pada bulan Oktober 2025 [Facebook post]. 10 November 2025. Facebook: https://www.facebook.com/share/p/1B9YSSJxQQ/
Elok Perwirawati. (2025). Tourism communication management model to accelerate tourism development in South Nias Regency. Journal of Information Systems Engineering and Management, 10(53s), 680-688. https://doi.org/10.52783/jisem.v10i53s.10963
Faomasi Mendrofa, L., Waruwu, L., Silalahi, M., Simbolon, R., & Panjaitan, A. P. A. (2025). Strategi promosi dalam peningkatan jumlah kunjungan wisatawan di objek wisata Rumah Doa HKBP Sipoholon Kabupaten Tapanuli Utara. Gemawisata: Jurnal Ilmiah Pariwisata, 21(2), 83-94. https://doi.org/10.56910/gemawisata.v21i2.671
Furnama, S., & Rosa, R. N. (2020). A multimodal analysis of tourism brochures for advertising tourist attraction in Mandeh Island, West Sumatra. English Language and Literature, 9(4), 446. https://doi.org/10.24036/ell.v9i4.110075
Habibi, A., & Achiriah. (2025). Analysis of Langkat Regency tourism communication strategy in increasing tourist visit interest. International Journal of Islamic Education, Research and Multiculturalism (IJIERM), 7(2), 988-1011. https://doi.org/10.47006/ijierm.v7i2.529
Hulu, D. S., Harefa, A. T., Zega, R., & Waruwu, Y. (2025). An analysis of persuasive sentences in tourism promotion brochures in North Nias. Global Education Journal, 3(2), 935-942. https://doi.org/10.59525/gej.v3i2.942
Ika Kendek, I., Pasulu, I., & Rambulangi, A. C. (2023). Analisis promosi pariwisata pada Dinas Pariwisata dalam meningkatkan kunjungan wisatawan ke Toraja Utara. Prosiding Seminar Nasional Manajemen Dan Ekonomi, 2(2), 14-27. https://doi.org/10.59024/semnas.v2i2.230
Kiliç, İ., Ali, D., & Sari, Y. (2021). The effect of brochure and virtual reality goggles on purchasing intention in destination marketing. Advances in Hospitality and Tourism Research, 9(2), 313-340. https://doi.org/10.30519/ahtr.784131
Malhotra, N. K. (2020). Marketing research (7th ed.). Pearson Education Limited. https://doi.org/10.4324/9781315890005
Maravilla, W. H. G. (2025). The power of digital platforms in tourism: A communication strategy analysis. International Journal of Multidisciplinary Applied Business and Education Research, 6(7), 3231-3242. https://doi.org/10.11594/ijmaber.06.07.01
Napu, N., & Ngiu, R. T. (2020). Tourists' perceptions of the translation quality of Indonesian tourism brochures. E-Review of Tourism Research, 18(1).
Napu, N., & Pakaya, U. (2021). Examining translation problems in Indonesian tourism brochures: A case from Gorontalo. Premise: Journal of English Education, 10(1), 65. https://doi.org/10.24127/pj.v10i1.3104
Noorozi, H. (2020). Sustainable tourism development in Iranian nomadic areas: Study of socio-cultural, economic, environmental, and political factors of Iranian pastoral nomads, and development of sustainable tourism in nomadic areas of Iran.
Pemayun, A. A. G. P., & Suderana, I. W. (2022). Word of mouth and digital marketing to tourist visits in Nusa Lembongan Island. International Journal of Social Sciences and Humanities, 6(3), 244-256. https://doi.org/10.53730/ijssh.v6n3.13808
Purwaningwulan, M. M., & Ramdan, T. D. (2022). Digital promotion of local tourist destinations in the new normal era and its effect on the economy in Indonesia. Journal of Eastern European and Central Asian Research, 9(1), 29-40. https://doi.org/10.15549/jeecar.v9i2.873
Rati Pundissing. (2021). Pengaruh daya tarik dan promosi terhadap keputusan wisatawan berkunjung ke objek wisata Pongtorra' Toraja Utara. Jurnal Ekonomi, Bisnis Dan Terapan (JESIT), 2(1), 71-84. https://doi.org/10.47178/jesit.v2i1.1239
Reyes, K. T. D. L., & Dael, R. J. (2023). Influence of destination image and tourist satisfaction on destination loyalty. British Journal of Multidisciplinary and Advanced Studies, 4(3), 46-61. https://doi.org/10.37745/bjmas.2022.0225
Rizqi Anggita, E. S., & Abdin Munib, J. (2025). Pemanfaatan media sosial sebagai media promosi pariwisata Kabupaten Trenggalek untuk Gen Z di Jawa Timur. Besaung: Jurnal Seni Desain Dan Budaya, 10(1), 241-253. https://doi.org/10.36982/jsdb.v10i1.5091
Saraswati, A. I., Rizqia, Z. N., Kurniawati, L., & Fauzan, F. (2025). The optimization of digital marketing strategy for tourist destinations in Ciliang Village, Pangandaran. ICEETE Conference Series, 3(1), 112-119. https://doi.org/10.36728/iceete.v3i1.237
Sugiyono, & Lestari, P. (2021). Metode penelitian komunikasi (Sunarto, Ed.; 1st ed.). ALFABETA, CV.
Sulastry, H., Stiadi, M., & Kurniadi, H. (2025). Digital marketing and tourist attraction to interest in visiting Tamborasi tourism in Kolaka Regency. Jurnal Manajemen Bisnis Eka Prasetya, 11(1), 151-160. https://doi.org/10.47663/jmbep.v11i1.596
Xiao, X., Fang, C., Lin, H., & Chen, J. (2022). A framework for quantitative analysis and differentiated marketing of tourism destination image based on visual content of photos. Tourism Management, 93, 104585. https://doi.org/10.1016/j.tourman.2022.104585
Yandi, A., Mahaputra, M. R., & Mahaputra, M. R. (2022). Faktor-faktor yang mempengaruhi minat kunjungan wisatawan (Literature review). Jurnal Kewirausahaan dan Multi Talenta (JKMT), 1(1), 14-27. https://doi.org/10.38035/jkmt.v1i1
Zain, D., Sunarsih, & Krisandi, S. D. (2024). Examining the role of traditional and digital media in tourism promotion in Kubu Raya. MJIRD: Multidisciplinary International Journal of Research and Development, 04(02), 72-85.
