Sholihin, Danu Reydri (2020) Pengaruh Destination Image, Attitude, Subjective Norms dan Perceived Behavioral Control Terhadap Minat Wisatawan Untuk Berkunjung Kembali Ke Kota Batam. Undergraduate thesis, Universitas Internasional Batam.
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Abstract
Memahami proses pengambilan keputusan dan memprediksi perilaku perjalanan sangat penting bagi pemasar pariwisata tujuan. Penelitian ini mengembangkan dan menguji model persamaan struktural dengan menggunakan Theory of Planned Behavior (TPB) yang diperluas untuk menjelaskan niat wisatawan asing untuk bepergian ke Batam. Empat hipotesis diajukan mengenai hubungan antara citra tujuan, sikap, norma subyektif, dan kontrol perilaku yang dirasakan terhadap niat perilaku untuk mengunjungi Batam sebagai tujuan wisata. Pengujian dilakukan terhadap 353 wisatawan sebagai responden di Batam. Hasil analisis struktural mengungkapkan bahwa TPB yang diperluas memiliki daya prediksi yang lebih baik untuk niat perjalanan ke Batam daripada yang asli. Sikap ditemukan memiliki dampak terbesar pada niat untuk melakukan perjalanan ke Batam. Hasil penelitian ini dapat membantu meningkatkan promosi pemasaran dan pengembangan strategi penentuan posisi tujuan yang lebih efektif untuk pariwisata Batam.--------------------- Understanding the decision-making process and predicting travel behavior are critical for destination tourism marketers. This study develops and tests a structural equation model using the extended Theory of Planned Behavior (TPB) to explain foreign tourist intention to travel to Batam. Four hypotheses were proposed regarding the relationships between destination image, attitude, subjective norms, dan perceived behavioral control to behavioral intention to visit batam as a tourist destination. The study examined 353 tourist as respondent. The results of structural analyses reveal that the extended TPB has better predictive power for travel intention to Batam than the original one. Attitude is found to have the greatest impact on intention to travel to Batam. The results of this study can help improve marketing promotions and the development of more effective destination positioning strategies forBatam tourism.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Batam tourism, travel intention, destination image, attitude, subjective norms, dan perceived behavioral control, foreign tourist, extended theory of planned behavior, TPB |
| Subjects: | H Social Sciences > HF Commerce > Business > Marketing. Distribution of products |
| Divisions: | School of Economic and Business > Management |
| Depositing User: | Herlina Gultom |
| Date Deposited: | 18 Jan 2021 09:48 |
| Last Modified: | 18 Jan 2021 09:48 |
| URI: | http://repository.uib.ac.id/id/eprint/3280 |
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