• Agung Sulistyo Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta
  • Suhartapa Suhartapa Sekolah Tinggi Pariwisata Ambarukmo Yogyakarta
  • Rosalina Nur Annisa Sekolah Tinggi Pariwisata Ambarukmo Yogyakarta



Sustainable Business, Digital Marketing, Copy Writing, Photo Products


The development of digital technology has forced tourism industry players to adopt various digital platforms. This study aims to test the effectiveness of the AGODA digital portal as a marketing channel. This research was conducted to complement previous research on other digital portals such as, traveloka, and several other portals. The quantitative research design was carried out by distributing questionnaires as a data collection technique and two experiments were carried out. The first experiment was to test the effect of product narrative (copy writing), while the second experiment tested the effect of product photo quality on the perception of quality and tourists' buying interest. Based on the research conducted, the first experiment shows that the influence of product narrative (copy writing) affects the perception of quality and tourist buying interest. While in the second experiment, through MANCOVA analysis to see the involvement of respondents who chose five-star hotels, there was a significant difference between the two groups of respondents. Respondents in each experimental group have confidence that the perceived quality and purchase intention are higher than in the control group. This study has limitations because it only examines one digital portal, namely AGODA. Several other digital portals, such as traveloka, pegi-pegi, and, have differences when compared to AGODA. The implication of this research is that if the influence of product narrative (copy writing) has a big impact on marketing activities, it needs to be developed


Aamir, S., & Atsan, N. (2020). The trend of multisided platforms (MSPs) in the travel industry: Reintermediation of travel agencies (TAs) and global distribution systems (GDSs). Journal of Tourism Futures, 6(3), 271–279.

Admin. (2021). About Agoda. Agoda Profile.

Alamäki, A., & Korpela, P. (2021). Digital transformation and value-based selling activities: Seller and buyer perspectives. Baltic Journal of Management, 16(2), 298–317.

Almeida-Santana, A., David-Negre, T., & Moreno-Gil, S. (2020). New digital tourism ecosystem: Understanding the relationship between information sources and sharing economy platforms. International Journal of Tourism Cities, 6(2), 335–345. Scopus.

Alzougool, B. (2019). The use and continuance use of social media applications by small and medium enterprises in Kuwait. Global Knowledge, Memory and Communication, 68(6/7), 471–490.

Arrigo, E. (2018). Social media marketing in luxury brands: A systematic literature review and implications for management research. Management Research Review, 41(6), 657–679.

Aryanto, R. & Mulyani. (2019). Website user interface of marine bio-tourism destination for today digital environment. International Journal of Innovative Technology and Exploring Engineering, 8(12), 2064–2067. Scopus.

Azeez, S. J., Mohammed, Z. N. A., & Oraibi, A. O. (2019a). Contribution of social media in promoting promotion of tourism services (A field study of a sample of tourist companies in the holy city of Karbala). Journal of Advanced Research in Dynamical and Control Systems, 11(1 Special Issue), 1748–1753. Scopus.

Azeez, S. J., Mohammed, Z. N. A., & Oraibi, A. O. (2019b). Contribution of social media in promoting promotion of tourism services (A field study of a sample of tourist companies in the holy city of Karbala). Journal of Advanced Research in Dynamical and Control Systems, 11(1 Special Issue), 1748–1753. Scopus.

Babin, J., & Hulland, J. (2019). Exploring online consumer curation as user-generated content: A framework and agenda for future research, with implications for brand management. Spanish Journal of Marketing - ESIC, 23(3), 325–338.

Balula, A., & Vasconcelos, S. (2020). Personal branding and storytelling: Tales from the tourism ESP classroom. Journal of Tourism and Development, 2020(34), 129–138. Scopus.

Banerjee, S., & Bonfield, S. (n.d.). How Online Reviews in a Year Predict Online Sales in the Next on + + A Panel Study of Hotels. University of York.

Baumert, T., & de Obesso, M. de las M. (2021). Brand antiquity and value perception: Are customers willing to pay higher prices for older brands? Journal of Business Research, 123, 241–254.

Bayiley, L. (2022). Assessing Bank Performance Using Malmquist Productivity Index Approach and One-Step System GMM Dynamic Panel Data Model. Open Journal of Business and Management, 10, 798–821.

Bevan-Dye, A. L. (2020). Antecedents of Generation Y consumers’ usage frequency of online consumer reviews. Spanish Journal of Marketing - ESIC, 24(2), 193–212.

Blomé, M. (2015). Visualization and establishment of product design regulations as interactive modules. Journal of Systems and Information Technology, 17(1), 20–34.

Boisen, M., Groote, P., Terlouw, K., & Couwenberg, O. (2018). Patterns of place promotion, place marketing and/or place branding in Dutch municipalities. Place Branding and Public Diplomacy, 14(2), 78–88. Scopus.

Bojovic, N., Sabatier, V., & Coblence, E. (2019). Becoming through doing: How experimental spaces enable organizational identity work. Strategic Organization, 18(1), 20–49.

Bondra, J. C., & Davis, T. R. V. (1996). Marketing’s role in cross-functional information management. Industrial Marketing Management, 25(3), 187–195.

Calderón Urbina, S. D., Stamatogiannakis, A., & Goncalves, D. (2021). Consumers’ choices between products with different uniqueness duration. European Journal of Marketing, 55(13), 148–176.

Chaisit, J., Pansuwan, L., & Isaranontakul, P. (2020). The development of digital marketing strategies and distribution channels for community products using e-commerce in the Lower Northern Region of Thailand. ACM International Conference Proceeding Series, 66–70. Scopus.

Cohen, J. (1988). Statistical Power Analysis for the Behavioural Sciences (Second). Lawrence Erlbaum Associates.

Coyle, J. R., & Esther, T. (2001). The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites. Journal of Advertising, XXX(3).

Cutolo, D., Ferriani, S., & Cattani, G. (2020). Tell Me Your Story and I Will Tell Your Sales: A Topic Model Analysis of Narrative Style and Firm Performance on Etsy. In G. Cattani, S. Ferriani, F. Godart, & S. V. Sgourev (Eds.), Aesthetics and Style in Strategy (Vol. 42, pp. 119–138). Emerald Publishing Limited.

Della Corte, V., Del Gaudio, G., Sepe, F., & Sciarelli, F. (2019). Sustainable tourism in the open innovation realm: A bibliometric analysis. Sustainability (Switzerland), 11(21). Scopus.

El-Gohary, H., & Eid, R. (2012). DMA Model: Understanding digital marketing adoption and implementation by Islamic Tourism Organizations. Tourism Analysis, 17(4), 523–532.

El-Zohiry, A., & Abd-El Baqy, K. (2019). The Moderating Effect of Self-Esteem on the Relationship Between Servant Leadership and Organizational Citizenship Behaviors. Management Review: An International Journal, 14(2), 4–33.

Fishbein, M., & Ajzen, I. (1975). Predicting And Chaning Behavior ; The reasoned Action Approach (p. 283). Psychology Press.

Fishbein, M., & Ajzen, I. (1990). Belief, Attitude, Intention, And Behavior ; An introduction to theory and research (Vol. 5).

Fishman, B., Marx, R. W., Blumenfeld, P., Krajcik, J., & Soloway, E. (2004). Creating a Framework for Research on Systemic Technology Innovations. The Journal Of The Learning Sciences, 13, 43–76.

Foroudi, P., Gupta, S., Nazarian, A., & Duda, M. (2017). Digital technology and marketing management capability: Achieving growth in SMEs. Qualitative Market Research: An International Journal, 20(2), 230–246.

Goodal, B & Ashwort,G. (1988). Marketing in the Tourism Industry ; The Promotion Of destination Regions. In British Library (Vol. 11).

Gu, D., Khan, S., Khan, I. U., & Khan, S. U. (2019). Understanding mobile tourism shopping in Pakistan: An integrating framework of innovation diffusion theory and technology acceptance model. Mobile Information Systems, 2019. Scopus.

He, J., & Calder, B. J. (2020). The experimental evaluation of brand strength and brand value. Journal of Business Research, 115, 194–202.

Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research, 13(3), 311–330.

Hofacker, C., Golgeci, I., Pillai, K. G., & Gligor, D. M. (2020). Digital marketing and business-to-business relationships: A close look at the interface and a roadmap for the future. European Journal of Marketing, 54(6), 1161–1179.

Huarng, K.-H., Botella-Carrubi, D., & Yu, T. H.-K. (2021). The effect of technology, information, and marketing on an interconnected world. Journal of Business Research, 129, 314–318.

Iglesias-Sánchez, P. P., Correia, M. B., Jambrino-Maldonado, C., & de las Heras-Pedrosa, C. (2020). Instagram as a co-creation space for tourist destination image-building: Algarve and costa del sol case studies. Sustainability (Switzerland), 12(7), 1–26. Scopus.

Indrawati, & Shabila, A. M. (2020). The Influence of Website-Based and Company-Based Quality toward Loyalty with Perceived Website Trust as Antecedents. Int. Conf. Inf. Commun. Technol., ICoICT. 8th International Conference on Information and Communication Technology, ICoICT 2020. Scopus.

Irawan, H. (2021). Top Brand Award: Situs Online Booking Tiket Pesawat dan Travel Fase 2/2020. Top Brand Award.

Jayasundara, C. C. (2021). Adoption of electronic books in a higher education setting: An exploratory case study based on diffusion of innovation and garner’s hype cycle paradigms. Annals of Library and Information Studies, 68(3), 258–267. Scopus.

Jorge, F., Sérgio Teixeira, M., Fonseca, C., Correia, R. J., & Gonçalves, R. (2020). Social Media Usage Among Wine Tourism DMOs. In Rocha A., Reis J.L., Peter M.K., & Bogdanovic Z. (Eds.), Smart Innov. Syst. Technol. (Vol. 167, p. 87). Springer; Scopus.

Ju-Hsuan, Y., Lo, T.-Y., Wu, M.-C., & Wang, L.-F. (2021). Learning from experience – a probe into the off-campus internships under the five-year cosmetology technical and vocational education program. Higher Education, Skills and Work-Based Learning, 11(2), 587–599.

Kafeza, E., Makris, C., Rompolas, G., & Al-Obeidat, F. (2020). Behavioral and Migration Analysis of the Dynamic Customer Relationships on Twitter. Information Systems Frontiers. Scopus.

Karjaluoto, H., Mustonen, N., & Ulkuniemi, P. (2015). The role of digital channels in industrial marketing communications. Journal of Business & Industrial Marketing, 30(6), 703–710.

Kumar, V., Ramachandran, D., & Kumar, B. (2021). Influence of new-age technologies on marketing: A research agenda. Journal of Business Research, 125, 864–877.

Lee, S., & Kim, D.-Y. (2021). Brand tourism effect in the luxury hotel industry. Journal of Product and Brand Management, 30(1), 90–103. Scopus.

Liberato, P., Liberato, D., Abreu, A., Alén-González, E., & Rocha, Á. (2018). Generation Y: The Competitiveness of the Tourism Sector Based on Digital Technology. In Roch A. & Antipova T. (Eds.), Adv. Intell. Sys. Comput. (Vol. 724, p. 240). Springer Verlag; Scopus.

Liu, K.-N., Tsai, T.-I., Xiao, Q., & Hu, C. (2021). The impact of experience on brand loyalty: Mediating effect of images of Taiwan hotels. Journal of China Tourism Research, 17(3), 395–414. Scopus.

Marcella-Hood, M. (2020). Instagram versus reality: The design and use of self-curated photo elicitation in a study exploring the construction of Scottish identity amongst personal style influencers on Instagram. Qualitative Research, 1468794120934404.

Mardhiyah, D., Hartini, S., & Kristanto, D. (2020). An integrated model of the adoption of information technology in travel service. International Journal of Innovation, Creativity and Change, 11(11), 283–299. Scopus.

Martin-Fuentes, E., Mellinas, J. P., & Parra-Lopez, E. (2020). Online travel review rating scales and effects on hotel scoring and competitiveness. Tourism Review, 76(3), 654–668.

Martin-Fuentes, E., Mellinas, J. P., & Parra-Lopez, E. (2021). Online travel review rating scales and effects on hotel scoring and competitiveness. Tourism Review, 76(3), 654–668.

Matarazzo, M., Penco, L., Profumo, G., & Quaglia, R. (2021). Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective. Journal of Business Research, 123, 642–656.

Mathew, V., & Soliman, M. (2021). Does digital content marketing affect tourism consumer behavior? An extension of technology acceptance model. Journal of Consumer Behaviour, 20(1), 61–75.

Mazurek, M. (2019). Brand reputation and its influence on consumers’ behavior. In Contemp. Stud. Econ. Financ. Anal. (Vol. 101, p. 52). Emerald Group Publishing Ltd.; Scopus.

Mazzarella, M., & Dimitrius, J.-E. (1985). Reading People ; How To Understand People and Predict Their Behavior Anytime, Anyplace. Ballantine Publishing Group.

Miconi, A. (2020). News from the Levant: A Qualitative Research on the Role of Social Media in Syrian Diaspora. Social Media + Society, 6(1), 2056305119900337.

Na, Y., & Kim, J. (2019). Sensibility and response keywords of users according to posting types of fashion Instagram: Focused on Koreans’ fashion brands. International Journal of Clothing Science and Technology, 32(1), 23–36.

Nang Fong, L. H. (2022). Publishing Experimental Research in Hospitality and Tourism: Some Key Insights. In F. Okumus, S. M. Rasoolimanesh, & S. Jahani (Eds.), Contemporary Research Methods in Hospitality and Tourism (pp. 111–125). Emerald Publishing Limited.

Nixon, L. J. B. (2019). An online image annotation service for destination image measurement. E-Review of Tourism Research, 17(2), 220–233. Scopus.

Octaviano, Adrianus. (2021, September 28). Tiktok Now Has Billion Monthly Active Users Worldwide. Tribun Techno.

Ray, A., Bala, P. K., & Rana, N. P. (2021). Exploring the drivers of customers’ brand attitudes of online travel agency services: A text-mining based approach. Journal of Business Research, 128, 391–404.

Ritz, W., Wolf, M., & McQuitty, S. (2019). Digital marketing adoption and success for small businesses: The application of the do-it-yourself and technology acceptance models. Journal of Research in Interactive Marketing, 13(2), 179–203.

Robinson, V. M., & Schänzel, H. A. (2019). A tourism inflex: Generation Z travel experiences. Journal of Tourism Futures, 5(2), 127–141.

Rogers, E. M. (1983). Diffusion of innovations (3rd ed). Free Press ; Collier Macmillan.

Saura, J. R., Palacios-Marqués, D., & Iturricha-Fernández, A. (2021). Ethical design in social media: Assessing the main performance measurements of user online behavior modification. Journal of Business Research, 129, 271–281.

Serra, D., Morais, E. P., & Cunha, C. R. (2020). The importance of digital marketing in hospitality: Case study of hotel turismo são lázaro. RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao, 2020(E34), 463–475. Scopus.

Shah, D., & Murthi, B. P. S. (2021). Marketing in a data-driven digital world: Implications for the role and scope of marketing. Journal of Business Research, 125, 772–779.

Sharma, A., Sharma, S., & Chaudhary, M. (2020). Are small travel agencies ready for digital marketing? Views of travel agency managers. Tourism Management, 79. Scopus.

Sharma, H., & Aggarwal, A. G. (2021). The influence of user generated content on hotel sales: An Indian perspective. Journal of Modelling in Management, 16(4), 1358–1375.

Sheng, C. S. (2014). Marketing sports products on Facebook: The effect of social influence. Physical Culture And Sport Studies And Research, LXI, 65–73. 10.2478/pcssr-2014-0006

Sotiriadis, M. (2018). Evolving destination and business relationships in online distribution channels: Disintermediation and re-intermediation. In The Routledge Handb. Of Destination Marketing (pp. 488–501). Taylor and Francis; Scopus.

Sottini, V. A., Barbierato, E., Bernetti, I., Capecchi, I., Fabbrizzi, S., & Menghini, S. (2019). Winescape perception and big data analysis: An assessment through social media photographs in the Chianti Classico region. Wine Economics and Policy, 8(2), 127–140. Scopus.

Sugiyono. (2018). Management Research Methods (p. 2). Alfabeta.

Sultan, M. T., Sharmin, F., Badulescu, A., Stiubea, E., & Xue, K. (2021). Travelers’ responsible environmental behavior towards sustainable coastal tourism: An empirical investigation on social media user-generated content. Sustainability (Switzerland), 13(1), 1–19. Scopus.

Tajdini, S. (2021). The effects of the subjective-experiential knowledge gap on consumers’ information search behavior and perceptions of consumption risk. Journal of Business Research, 135, 66–77.

Teo, L. X., Leng, H. K., & Phua, Y. X. P. (2019). Marketing on Instagram: Social influence and image quality on perception of quality and purchase intention. International Journal of Sports Marketing and Sponsorship, 20.

Thomas, S., Kureshi, S., & Yagnik, A. (2021). Examining the effect of message characteristics, popularity, engagement, and message appeals: Evidence from Facebook corporate pages of tourism organisations. International Journal of Business and Emerging Markets, 13(1), 30–51. Scopus.

Tiwari, V., & Thakur, S. (2021). Environment sustainability through sustainability innovations. Environment, Development and Sustainability, 23(5), 6941–6965.

Venugopal, K., & Vishnu Murty, D. (2019). Impact of e-marketing promotions on the performance of religious tourism: In case of Srikakulam District, A.P, India. International Journal of Engineering and Advanced Technology, 8(6 Special Issue 3), 1289–1292. Scopus.

Wahyuni, S. S., & Wiweka, K. (2020). Kepuasan Wisatawan Dalam Penggunaan E-Commerce Agoda Dalam Pemesanan Hotel. Journal of Tourism Destination and Attraction, 8 No. 1, 61–70.

Wang, Cui, X., Huang, L., & Dai, Y. (2016). Seller reputation or product presentation? An empirical investigation from cue utilization perspective. International Journal of Information Management, 36, 271–283.

Wang, Y. A. (2021). ICT innovation diffusion by tourism microentrepreneurs. In Bridging Tour. Theory Pract. (Vol. 12, p. 102). Emerald Group Holdings Ltd.; Scopus.

Wertime, K., & Fenwick, I. (2008). DigiMarketing, he Essential Guide to New Media and Digital Marketing. In Wiley (p. 3).

Yunus, A. P., Oguchi, T., & Hayakawa, Y. (2014). Morphometric Analysis of Drainage Basins in the Western Arabian Peninsula Using Multivariate Statistics. International Journal of Geosciences, 5, 527–539.

Zhou, S., Blazquez, M., McCormick, H., & Barnes, L. (2021). How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134, 122–142.

Ziewitz, M. (2017). A not quite random walk: Experimenting with the ethnomethods of the algorithm. Big Data & Society, 4(2), 2053951717738105.




How to Cite

Sulistyo, A., Suhartapa, S., & Annisa, R. N. (2022). PENGARUH NARASI PRODUK DAN FOTO PRODUK TERHADAP PRESEPSI KUALITAS DAN MINAT BELI WISATAWAN MELALUI PORTAL DIGITAL AGODA. Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen, 9(2), 18–38.