The Role of Digital Innovation in Creating Quality Tourism Experiences at Tourism Destinations in Kampar Regency, Indonesia
DOI:
https://doi.org/10.69855/malala.v1i2.865Keywords:
Digital innovation, Tourism experience, Tourist satisfaction, Tourism destination, Kampar regency, IndonesiaAbstract
Digital innovation has become an important factor in improving tourism services and creating quality tourism experiences. This study aims to analyze the role of digital innovation in creating quality tourism experiences at tourism destinations in Kampar Regency, Indonesia. A quantitative approach was employed using a survey of 120 tourists who visited selected tourism destinations in Kampar Regency. Data were collected through a questionnaire using a five-point Likert scale and analyzed using descriptive statistics, Pearson correlation, and simple linear regression. The results showed that digital innovation was categorized as good (mean = 4.12), while the quality of tourism experience was also categorized as good (mean = 4.18). Pearson correlation analysis revealed a strong positive relationship between digital innovation and tourism experience (r = 0.721, p < 0.001). The simple linear regression analysis indicated that digital innovation had a significant positive effect on the quality of tourism experience (t = 11.42, p < 0.001), with an R² value of 0.520. This indicates that digital innovation explained 52.0% of the variation in tourists' experiences, while the remaining 48.0% was influenced by other factors. The findings demonstrate that the utilization of digital information, social media, digital navigation, online services, digital payment systems, and interactive tourism platforms can improve accessibility, convenience, engagement, and tourist satisfaction. Therefore, strengthening digital innovation should become an important strategy for tourism destination managers and local government in Kampar Regency to create more accessible, interactive, satisfying, and competitive tourism experiences.
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