Communication Generates Behavioral Intentions to Visit Historical Tourism Objects

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Communication Generates Behavioral Intentions to Visit Historical Tourism Objects

D.C. Kuswardaniâ,1, Tri Endang Yanib â,2*, Iswahyu Pranawukir ^b,3 , Vensy Vydia â,4, Aprih Santoso â,5

a Universitas Semarang University, Semarang, ^bInstitut Bisnis dan Informatika Kosgoro 1957, Jakarta

1 [email protected], ²[email protected]*, ³[email protected], ⁴[email protected], ⁵[email protected]

* corresponding author

I. Introduction

The field of communication is now growing rapidly along technological developments. Use of communication in the field some are also developing. One of them is developing towards the tourism sector. Tourism communication is a form of process of sending or transferring meaning from the sender to the receiver, which occurs when carrying out travel activities for recreational purposes. That matter This can happen because tourism has great potential as one means of communication [1].

The tourism industry has in recent decades become a priority for the scientific community, as well as for international conferences, academic journals and research projects as well as for international organizations. A significant contribution to the national budget and an impact on the business sector is tourism, namely lodging, restaurants, transportation and travel agencies. A major contribution to economic growth with a much faster growth rate than the service economy such as financial and business services, transportation and manufacturing in a country is the tourism sector. The advantages of a country if it succeeds in developing tourism when viewed from an economic perspective include (1) business opportunities will be opened, (2) employment opportunities will be wider, (3) tax revenue will increase (4) national income will increase, (5) the process of equalizing income the faster, (6) the added value of cultural products is getting better, (7) gain market for domestic products, (8) form a multiplier effect in the economy due to transactions carried out by tourists and investors.

Behavioral intention is an indication of a person's readiness to repeat the behavior that has been given [2], whereas [3] The concept of behavioral intentions refers to the possibility of customers returning to company services that have been used, or spreading positive information about the company to their families. and friends. The strategy needs to be formulated appropriately so that the intention of visitors to tourism objects is awakened, given the importance of behavioral intention, therefore it is necessary to identify factors that can increase behavioral intention. Service quality is

ARTICLE INFO A B S T R A C T

Article history:

Received 31 Ags 2022 Revised 6 Sept 2022 Accepted 13 Sept 2022

The purpose of this study is to contribute to building behavioral intentions through service quality and experience quality. Perceived Value is expected to play a role as a mediation in tourism objects in the city of Semarang. The population is all visitors to tourist attractions in the city of Semarang, while the sample is determined on the basis of Tables Isaac and Michael of 190, respondents are determined using the Proportionate Stratified Random Sampling technique. Path analysis is used as an analytical tool with the Sobel test to determine the results of mediation between exogenous and endogenous variables. The results of hypothesis testing show that behavior intention can be manifested by service quality and experience quality through perceived value as mediation. Perceived value can be implied through service quality and experience quality while Perceived Value directly significantly influences Behavior Intention. The results of the Sobel test calculation show a value of 2.114 meaning that the Service quality and Experience quality variables have a significant influence on Behavioral Intention through Perceived Value. The Adjusted R-Square value obtained is 0.868, meaning that behavioral intention can be explained by service quality, experience quality and perceived value of 86.8% and the remaining 13.2% is explained by other variables outside this study.

Keywords:

Communication, Service, Experience, Perceived, Behavioral

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related to meeting the needs and expectations of consumers. Customer perception really depends on

"interactive ongoing processes, activities and actions between customers and service providers" [3].

Experience Quality is a perceived judgment about the superiority or superiority of the customer's experience, therefore, experience quality can be conceptualized as a customer's affective response to the desired socio-psychological benefits [2].

Service quality research on behavioral intention conducted by [4], [3], [5], [6] shows that service quality has a significant effect on behavioral intention, however the research conducted by [7] show that service quality has no significant effect on behavioral intention. The inconsistency in the results of these studies provides an opportunity to carry out further research by placing perceived value as mediation.

Perceived Value is the overall customer assessment of the use of services based on the perceptions that consumers receive and what service providers provide, and can be defined as the result of a comparison between the overall perceived benefits and the perceived sacrifices or costs paid by the customer [3]. Good judgment and behavioral intentions from customers to become loyal customers are obtained by providing destinations that are in accordance with the wishes of visitors.

Semarang City as a transit city is a tool for regional economic growth through the availability of historical tourism objects. The awakening of perceived value is indicated to be able to realize behavioral intention, therefore, the formulation of the problem in this study is how to build perceived value to realize behavioral intention through quality services and experiences at historical tourism objects in the city of Semarang.

The Role of Tourism Communications. As stated by Burhan Bungin that Communication Theory within the framework of tourism has an important role in tourism factors,components elements or elements of tourism. Many factors included in tourism communication starts from communication interpersonal, mass, persuasive, or other communication. Any industry tourism itself as the most complex product with communicate tourism marketing, destinations, brands to visitors and all supporting tourism regulations in creating tourism institutions.

[8] communication plays a role in various ways components on tourism marketing factors, which have a role in the media communication or communication content. Those roles are: (1) Being a medium of communication in the field of tourism, which one. This communication can be a marketing medium, destination, accessibility, or HR media distributors to tourism institutions.(2) Communication also has an important role in the preparation of a message content related to any messages that must be known by the public information about the tourist destinations they will go to.

From the description of the role of tourism communication above, it can be seen how the importance of communication in the field of tourism. Because it could be communication, Tourism is a determinant for tourists to visit tourist destinations the. Especially in this modern era where the community can easy access to information, one of which is through social media. [9] social media allows visitors to earn direct info from other visitors and make decisions regarding destinations based on experience.

Theory of Planned Behavior is a theory based on the assumption that humans will usually behave appropriately (behave in a sensible manner). Humans usually behave in a reasonable way, thinking about the impact of their actions before deciding to perform the behavior. This theory provides a framework for studying a person's attitude towards his behavior. Based on this theory, the most important determinant of a person's behavior is the intention to behave. Individual intention to display a behavior is a combination of attitude to display the behavior and subjective norms. Individual attitudes toward behavior include beliefs about a behavior, evaluation of the results of behavior, subjective norms, normative beliefs and motivation to comply. Attitudes and subjective norms are measured by a scale (eg Likert scale/rating scale) using the phrases like/dislike, good/bad, and agree/disagree. The intention to display a behavior depends on the results of measuring attitudes and subjective norms. Positive results indicate behavioral intentions.

Behavioral Intention is an indication of a person's readiness to repeat the behavior that has been given [2], whereas [3], the concept of Behavioral Intentions refers to the possibility of customers returning to the company services they have used, or spreading positive information about the company to family and friends. Based on the theory above, it can be concluded that Behavioral

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Intention is an indication of how customers are willing to try and instill trust in the company so that it creates satisfaction when using services.

[6], consumer satisfaction has consequences that have a significant impact on consumer behavior in the future. Intentions for future consumer behavior are repurchase intentions, loyalty, complaint behavior and product recommendations. [3]there are 3 (three) indicators that affect Behavioral Intention, namely (1) Repurchase Intention, namely the intention to repurchase reflects the hope to repurchase the same product or brand (2) Premium Price, meaning the availability to pay more based on the assessment individuals about the amount of value they get if they are willing to pay more (3) Word of Mouth, intended as a sentence containing word of mouth advertising, which is a form of promotion without having to pay.

Perceived Value is the overall customer assessment of the usefulness of services based on the perceptions that consumers receive and what service providers provide, and can be defined as the result of a personal comparison between the overall perceived benefits and the perceived sacrifices or costs paid by the customer [3]. [6] shows that Perceived Value is the value that consumers feel will encourage consumer satisfaction because of the suitability of the benefits they buy with the costs incurred. The perceived value of a service will be a consideration for consumers in determining the choice of which service to use. The perceived value of a high service causes customers to be interested in using the service again, so it is necessary to formulate the right perceived value for customers, taking into account the evaluation criteria for the services offered. [2], perceived Value is the result or benefit received by the customer related to the total cost including the price paid plus other costs associated with the purchase. The dimensions of Perceived Value [2], namely : (1) Emotional Value, meaning the benefits derived from feelings or affective statements produced by the product. (2) Social Value, namely the benefits derived from the product's ability to enhance social concepts. (3) Functional Value (Price) is the benefit obtained from the product related to short-term and long-term cost reduction and (4) Functional Value (Quality) is the benefit obtained from the perceived quality and expected performance of the product.

Experience Quality is a perceived judgment about the superiority or superiority of the customer's experience, therefore, experience quality can be conceptualized as a customer's affective response to the desired socio-psychological benefits [2]. A service is considered satisfactory if the service can meet the needs and expectations of consumers. Measuring customer satisfaction is an important element in providing better, more efficient and more selective services. If consumers feel dissatisfied with a service provided, then the service is certain to be ineffective and inefficient. Experience quality has 8 (eight) [2], namely: (1) Accessibility, namely the ease of consumers in interacting and accessing products (2) Competence, is the competence possessed by product providers (3) Customer Recognition, is the consumer's feeling that his presence known and recognized by the product provider (4) Helpfulness means the consumer's feelings about the convenience for him to ask for help (5) Personalization is intended as the consumer's feeling that he receives treatment/facilities that make him comfortable as an individual (6) Problem Solving is the consumer feels that his problem is solved by product providers (7) Promise Fulfillment means fulfillment of promises by product providers (8) Value for Time, namely the consumer's feeling that the time he has is valued by the product provider.

Service quality is the percentage difference between customer expectations regarding the product and the natural experience that is obtained after utilizing the service or consuming the product. Service quality derives from a comparison between what customers feel the seller will offer (i.e. their expectations) with the seller's actual service performance. The most recommended factor in this context is the perceived quality of customers, such as service quality, where the prices of products and services are in accordance with the facilities provided by the company. [3], service quality has five measurement dimensions, namely : (1) Tangible, namely the appearance of physical facilities, equipment, personnel, and written materials (2) Reliability is the ability to perform the promised service reliably and accurately (3) Responsiveness means willingness to help customers and provide prompt service (4) Assurance is employee knowledge and courtesy and their ability to inspire trust and confidence (5) Empathy means individualized care and attention given to customers.

II. Methods

The research variables include the independent variables namely service quality and experiential quality as the independent variables, and Behavioral Intention as the dependent variable while

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perceived value as the mediating variable. The sample was determined using the Probability Sampling method, with the Proportionate stratified random sampling technique. The number of samples was determined based on the Isaac and Michael tables, namely with a population of 650 (summed up from members of the WhatsApp group) with an error rate of 5%, the number of samples was 190.

The step for evaluating begins with conducting an Instrument Test test, which consists of (a) Validity test, namely testing reflective indicators by using the correlation between item scores and construct scores. (b) Reliability Test, meaning measuring the questionnaire which is an indicator of the variable [10]. with Cronbach Alpha statistical test. The decision making rule is that if alpha exceeds the number 0.6 then the variable question item is reliable. The second step is to carry out the classic assumption test including (a) the normality test aims to test whether in the regression model, the dependent variable and the independent variables both have a normal distribution (b) The Multicollinearity test aims to test whether the regression model finds correlation between independent variables (c) Test Heteroscedasticity aims to test whether in the regression model there is an inequality of variance from the existing residual data. The third step is to test the hypothesis, test the suitability of the model and test the mediation with the sobel test..

III. Result and Discussion

Respondents were aged between 17 and 75, with the largest number of visitors to historical tourism objects in the city of Semarang aged 21, this shows that the tourism objects offered in Semarang attract the attention of visitors who are of productive age, which means that tourism is carried out to provide refreshment after some time of activity. Visitors who are of productive age can be justification for the need to formulate a behavioral intention. The most visited tourist object is Lawang Sewu followed by Sampoo Kong, this shows that a tourist attraction that attracts visitors at a productive age is a tourist attraction that shows the culture of the existence of the city of Semarang with the presence of buildings and architecture before they were born. Visitors' interest in these objects can be considered when applying the concept of behavioral intention.

A. Instrument test

The results of the instrument test as mentioned in table 1 show that all of these indicators have a calculated r value greater than r table, so it can be concluded that all research instruments used in this study are valid or can measure the variables used

Table 1. Data Validity Test Results No Variable R count R table Information

1 Service quality

X1.1 0.838 0.1424 Valid X1.2 0.786 0.1424 Valid X1.3 0.541 0.1424 Valid X1.4 0.467 0.1424 Valid X1.5 0.838 0.1424 Valid

2 Experience quality

X2.1 0.653 0.1424 Valid X2.2 0.528 0.1424 Valid X2.3 0.436 0.1424 Valid X2.4 0.554 0.1424 Valid X2.5 0.720 0.1424 Valid X2.6 0.720 0.1424 Valid X2.7 0.436 0.1424 Valid

3 Perceived Value

Y1.1 0.681 0.1424 Valid Y1.2 0.931 0.1424 Valid Y1.3 0.931 0.1424 Valid Y1.4 0.714 0.1424 Valid

4 Behavioral intention

Y2.1 0.844 0.1424 Valid Y2.2 0.906 0.1424 Valid Y2.3 0.848 0.1424 Valid

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The results of the reliability test (Table 2) show that all variables have a Cronbach Alpha value > 0.60. It can be said that all measuring concepts for each variable of the research instrument are reliable so that this research instrument is feasible to use as a measuring tool.

Table 2. Reliability Test Results

Variable Cronbach Alpha Information

Service quality 0.734 Reliable

Experience quality 0.667 Reliable

Perceived Value 0.834 Reliable

Behavioral intention 0.833 Reliable

B. Classic assumption test

1) Normality test which aims to find out whether in the regression model, the residual variable has a normal distribution [10].

Table 3. Normality Test Results One-Sample Kolmogorov-Smirnov Test

Unstandardized Residual

N 190

Normal Parameters^a,b Mean .0000000

Std. Deviation .89996956 Most Extreme Differences Absolute .032

Positive .032

Negative -.025

Test Statistic .032

Asymp. Sig. (2-tailed) .200^c,d

a. Test distribution is Normal.

b. Calculated from data.

c. Lilliefors Significance Correction.

d. This is a lower bound of the true significance.

The results of the Kolmogorov Smirnov test with a sample of 190 respondents, obtained an Asymp Sig value of 0.200 > 0.05, so it can be said that the data used is normally distributed.

2) Multicollinearity Test

Multicollinearity testing is carried out using the VIF value. A variable showing symptoms of multicollinearity can be seen from the high VIF (Variance Inflation Factor) value on the independent variables of a regression model.

Table 4. Multicollinearity Test Results

Model Colinearity Statistics

Tolerance VIF

1 (Constant) Service quality Experience quality

Perceived Value

0.208 0.419 0.233

4.813 2.386 4.296

The multicollinearity test results show that the VIF value of all independent variables has a VIF value less than 10 and a tolerance value greater than 0.1. This shows that there are no symptoms of multicollinearity in the regression model.

3) Heteroscedasticity Test

The heteroscedasticity test aims to determine whether in the regression model there is an inequality of variance from the residuals of one observation to another. Analysis of the occurrence of heteroscedasticity problems, carried out using the Glesjer test, Table 5 shows that all independent variables have a significance level of > 0.05, meaning that there is no heteroscedasticity.

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Table 5. Data Heteroscedasticity Test Results Glesjer test

Model

Unstandardized Coefficients

Standardized Coefficients

t Sig.

B Std. Error Beta

1 (Constant) -.419 .598 -.702 .484

Service quality -.045 .053 -.135 -.846 .398

Experience quality .033 .034 .108 .964 .336

Perceived Value -.027 .054 -.074 -.489 .625

C. Hypothesis test (t test).

1) Hypothesis Test 1

Table 6. Hypothesis Testing Results 1 Coefficients^a

Model

t Sig.

B Std. Error Beta

1 (Constant) .432 .612 .706 .481

Service quality .807 .033 .871 24.305 .000

a. Dependent Variable: Perceived Value

Table 6 shows that the significance value is 0.000 <0.05, this indicates that service quality has an effect on perceived value. The Beta coefficient is +0.871, meaning that the effect of service quality on perceived value has a positive direction, meaning that if the historical tourism objects visited offer quality destinations, the value of historical tourism objects will be perceived better.

Model

t Sig.

B Std. Error Beta

1 (Constant) -1.005 1.153 -.872 .384

Experience quality .602 .043 .716 14.072 .000

a. Dependent Variable: Perceived Value

A significant value of 0.000 <0.05, as shown in Table 7, indicates that Experience Quality has an effect on perceived value. The Beta coefficient is +0.716, meaning that the effect of Experience Quality on perceived value has a positive direction, meaning that if visitors to a tourist attraction experience a pleasant experience, the value of the historical tourism object offered will be perceived higher.

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Model

t Sig.

B Std. Error Beta

1 (Constant) -.431 .510 -.846 .399

Service quality .649 .028 .863 23.453 .000

a. Dependent Variable: Behavioral intention

The effect of Service Quality on behavioral intention shows a significant value of 0.000

<0.05, (as shown in Table 8), this shows that Service Quality has an effect on behavioral intention.

The Beta coefficient is +0.863, meaning that the effect of Service Quality on behavioral intention has a positive direction, meaning that if visitors to attractions experience optimal service, the intention to revisit the historical attractions offered will be even higher.

4) Hypothesis Test 4.

Model

t Sig.

B Std. Error Beta

1 (Constant) .077 1.053 .073 .942

Experience quality .421 .039 .619 10.793 .000

a. Dependent Variable: Behavioral intention

The significance test of the effect of Experience Quality on behavioral intention shows a significant value of 0.000 <0.05, (as shown in Table 9), this indicates that Experience Quality has an effect on behavioral intention. The Beta coefficient is +0.619, meaning that the effect of Experience Quality on behavioral intention has a positive direction, meaning that if visitors to a tourist attraction get a memorable experience, the intention to revisit the offered historical tourism object will be even higher.

5) Hypothesis Test 5.

Model

t Sig.

B Std. Error Beta

1 (Constant) .130 .363 .358 .721

Perceived Value .743 .024 .917 31.486 .000

a. Dependent Variable: Behavioral intention

Table 10 shows that the significance value of Perceived Value Effect on Behavioral Intention is 0.000 <0.05, this indicates that Perceived Value has an effect on Behavioral Intention. The Beta coefficient is +0.917, meaning that the influence of Perceived Value on Behavioral Intention has a positive direction, meaning that if visitors to a tourist attraction perceive the value of an impressive historical tourist object, the intention to revisit the historical tourist object offered will be even higher.

D. Sobel test

The intervening test was carried out using the Sobel test. The intervening test is a test of b₁ and followed by b₂ using the sobel formula.

𝑡 = 𝑏1. 𝑏2

√𝑏₁𝑆𝑒₂²+ 𝑏₂𝑆𝑒₁²+ 𝑆𝑒₁²𝑆𝑒₂²

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Sobel test results influence service quality and experience quality on Behavioral Intentions mediated by Perceived Value as shown in Figure 1.

Fig. 1. Sobel test results

The Sobel test value is 2.114 and with a 2-tailed probability of 0.03 <0.05, indicating that Service quality and Experience quality have a significant influence on Behavioral Intention mediated by Perceived Value.

IV. Discussion

The results of the hypothesis test show that service quality has a positive and significant effect on Perceived Value. The test results indicate that the better the service quality provided will increase the Perceived Value. The facilities and services offered to visitors to historical attractions are considered to be quite as expected by visitors. The company always offers explanatory skills to visitors. Services enjoyed by visitors to historical attractions are able to perceive superior value. This finding is in line with the research of [4][5].

Experience Quality has a significant effect on Perceived Value, this means that the experience of visiting impressive historical tourism objects is able to optimize the perceived value of the destination.

These findings support the research results of [2][4]. Visitors are logical, and want to get a memorable experience when visiting historical attractions in the city of Semarang.

The hypothesis states that service quality has a positive and significant effect on Behavioral Intention, indicating that the higher the service quality offered to visitors to historical tourism objects in Semarang, the higher visitors will perceive the value of historical tourism objects in Semarang.

These findings support the research results of [11].

Experience quality has a positive and significant effect on Behavioral Intention, meaning that the better the experience quality perceived by consumers, the more behavioral intention will increase.

These findings support the research of [12],

The effect of perceived value on behavioral intention shows significant positive results, this indicates that the better the perceived value of historical tourism objects offered, the more likely it is to build the behavioral intention of visitors to return to historical tourism objects in the city of Semarang. Visitors do not consider the costs that must be incurred because they feel the benefits after visiting the historical destinations of the city of Semarang.

Experience quality has an effect on Behavioral Intention which is mediated by Perceived Value, indicating that if visitors experience an amazing experience they will be able to build intention to return if visitors perceive the value of the destination offered to be high. This finding agrees with the results of a study by [13], [14]

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V. Conclusion

Behavioral Intention can be manifested by service quality and experience quality through perceived value as mediation. Perceived value can be implied through service quality and experience quality. Perceived Value directly significantly influences Behavior Intention. Behavioral Intention can be explained by service quality, experience quality and perceived value of 86.8% and the remaining 13.2% is explained by other variables outside this study.

A. Suggestion

Perceived Value is able to mediate the influence of service quality and experience quality on Behavioral Intention, therefore providers of historical tourism objects in the city of Semarang need to periodically evaluate the services offered so as to be able to build a memorable experience for visitors to historical tourism objects in the city of Semarang..

References [1] Kampars.