The Influence of Civic Economy, Social Media and Digital Literacy on Interest in Visiting The Wonosobo Balloon Festival Event

The purpose of this study is to ascertain how civic economics, social media, and digital literacy affect people’s desire to attend the Wonosobo hot air balloon festival. This study is quantitative in nature. One hundred respondents made up the sample utilised in this study. Purposive sampling was the method employed for sampling. Multiple linear regression data analysis is used in the analysis method. Using the SPSS version 29 application tool, hypothesis testing employs the T test and the F test. The study’s findings indicate that tourists’ interest in attending the Wonosobo hot air balloon festival event is significantly boosted by the civic economy. Additionally, social media significantly increases travellers’ desire to attend the Wonosobo hot air balloon festival. Additionally, travellers’ desire in attending the Wonosobo hot air balloon festival event is significantly positively impacted by digital literacy. The F Test indicates that visitors’ interest in attending the Wonosobo hot air balloon festival event is significantly influenced by civic economy, social media, and digital literacy.