THE IMPACT OF DESTINATION BRAND EQUITY TOWARDS TOURIST MOTIVATION: A CASE STUDY OF X MALL
By
Kania Diandra Clevina 11303080
BACHELOR’S DEGREE in
BUSINESS ADMINISTRATION – HOTEL AND TOURISM MANAGEMENT CONCENTRATION
FACULTY OF BUSINESS ADMINISTRATION AND HUMANITIES
SWISS GERMAN UNIVERSITY The Prominence Tower
Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143, Indonesia
July 2017
Revised after the Thesis Defense on 21st July 2017
STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Kania Diandra Clevina
____________________________________________
Student Date
Approved by:
Robert La Are, S.ST, M.Par
____________________________________________
Thesis Advisor Date
Dr. Nila K. Hidayat, SE., MM.
____________________________________________
Dean Date
ABSTRACT
THE IMPACT OF DESTINATION BRAND EQUITY TOWARDS TOURIST MOTIVATION: A CASE STUDY OF X MALL
By
Kania Diandra Clevina Robert La Are, S.ST, M. Par SWISS GERMAN UNIVERSITY
Traveling from one destination to another is a common activity nowadays. Either for vacation, honeymoon and even business purposes, people wants to find the best destination spend their money and time on it. To trigger the tourist’s motivation in choosing a destination to travel to, destination brand equity could be one of the factors. This research aims to find whether destination brand equity has an impact on tourist’s motivation to travel to destination. This research uses simple linear regression on 125 respondents of X mall as the mall itself is chosen because it is a Japanese franchise mall that displays some of the Japanese culture aspects in the mall. Simple random sampling is used in this research as the sampling method, by using Slovins’s formula. SPSS software is used for validity and reliability test, classical assumption test, cross tabulation and hypothesis testing are conducted for this research. From the results of the tests done, it is concluded that destination brand equity has an impact towards tourist motivation as high as 0.622. The dimension of destination brand equity that has the highest impact is destination loyalty. Indicators of destination loyalty are revisit intentions with 0.740, recommend to others with 0.666 and 0.739,and positive things with 0.636
Keywords: Destination Brand Equity, Tourist Motivation, Destination Loyalty, Positive Things, Revisit Intentions, Recommend to Others
© Copyright 2017 by Kania Diandra Clevina
All rights reserved
DEDICATION
I dedicate this works for beloved Indonesia and the future tourism growth of Indonesia.
ACKNOWLEDGEMENTS
I would like to thank Allah S.W.T and the prophet Muhammad S.A.W for the gift of the greatest life I could possibly ask for, to remind me to always be grateful in times of happiness and to be patient in times of hardships. I would also like to thank to the following people who have supported me through my thesis and college journey in Swiss German University:
1. To my lovely family who supported me financially and believing in me for every choice I made in my life. I could not be the person I am today in this situation without the help of my family especially my mom and dad. Thank you for the best childhood, guidance and your endless love throughout the years.
2. My advisor, Mr. Robert La Are, for the guidance and advices from the first page to the last page of my thesis journey. I could not thank enough ofsharing his time, patience and thoughts to craft this thesis. Thank you for the confidence boost in me and my thesis.
3. Mrs. Sienly Veronica, for sparing some time, sharing knowledge and assisting me on the statistics. I would not have survived through the statistics of my thesis without your kind help.
4. To HTM batch 2013 friends and HTM lecturers – through dramas and laughter we stick together creating memories through the past 4 years. Thank you for making it fun and colorful.
5. To my closest college friends - Catherine Caroline, Chrisya Virginia, Henny Tirta and Diedra Cicely. We’ve been through the toughest situations during college, from weeks of endless assignments, sleepless nights, sickness, heartbreaks tolong distance relationships have failed to weaken our friendship. With you guys, college life felt easier and better in so many ways. I will forever be grateful for them supporting me through thick and thin, accepting all my imperfections and the togetherness despite our differences.
6. To my high school friends – Livia Azarine, Syarifa Hasna, Shakeena Ruki, Davita Kusuma and Nadiah Nurul. Even though we’ve gone our separate ways however it didn’t change anything to our bond. The only people I can truly show my true colors to. Thank you for the trips, jokes and other great memories from high school up until now.
TABLE OF CONTENTS
STATEMENT BY THE AUTHOR ... 1
ABSTRACT ... 3
DEDICATION ... 5
ACKNOWLEDGEMENTS ... 6
CHAPTER 1 – INTRODUCTION ... 13
1.1 Background ... 13
1.2 Research problem ... 17
1.3 Research Objective ... 18
1.4 Research question ... 18
1.5 Significance of study ... 18
1.6 Scope and limitation ... 18
CHAPTER 2 - LITERATURE REVIEW ... 19
2.1 Framework of Thinking ... 19
2.2 Definition of Tourism ... 20
2.3 Definition of Destination ... 20
2.4 Destination Mix ... 20
2.5 Definition of Marketing ... 21
2.6 Definition of Destination Marketing ... 21
2.7 Definition of Destination Brand Equity ... 21
2.8 Dimensions of Destination Brand Equity ... 22
2.8.1 Destination Brand Awareness ... 22
2.8.2 Destination Image ... 22
2.8.3 Destination Loyalty ... 23
2.9 Definition of Motivation Theory ... 23
2.10 Theory of the Hierarchy of Needs ... 24
2.10.1 Physiological needs ... 24
2.10.2 Safety needs ... 25
2.10.3 Needs for love, affection and belongingness ... 25
2.10.4 Needs for esteem ... 25
2.10.5 Needs for self-actualization ... 25
2.11 Tourist Motivation - Push and Pull Factor ... 25
2.12 Previous Studies ... 27
2.13 Research Model ... 32
2.14 Hypothesis ... 32
CHAPTER 3 – RESEARCH METHODS ... 33
3.1 Research Process ... 33
3.2 Type of Research ... 34
3.3 Type of Data ... 34
3.3.1 Primary Data ... 34
3.3.2 Secondary Data ... 34
3.4 Research Instrument ... 35
3.5 Operational Variable ... 35
3.6 Population and Sample ... 39
3.6.1 Population ... 39
3.6.2 Sample ... 39
3.6.3 Sampling Method ... 39
3.7 Data Testing ... 40
3.7.1 Pre-Testing ... 40
3.7.2 Post-Testing ... 40
3.8 Validity and Reliability ... 40
3.8.1 Validity ... 40
3.8.2 Reliability ... 41
3.9 Data Analysis ... 41
3.10 Classical Assumption Test ... 41
3.10.1 Normality ... 41
3.10.2 Heteroscedasticity ... 42
3.11 Hypothesis T-test ... 42
Chapter 4– RESULTS AND DISCUSSIONS ... 43
4.1 Data Source ... 43
4.2 Demographics ... 43
4.2.1 Gender ... 44
4.2.2 Age ... 45
4.2.3 Educational Level ... 46
4.2.4 Occupation ... 47
4.2.5 Income Level ... 48
4.3 Data tabulation ... 48
4.3.1 Pre test tabulation ... 49
4.3.2 Post test tabulation ... 51
4.4 Result on Validity and Reliability test. ... 60
4.4.1 Pre test result ... 60
4.4.2 Post-test results ... 64
4.5 Classical Assumption test ... 69
4.5.1 Normality test result ... 69
4.5.2 Heteroscedasticity test ... 70
4.6 Hypothesis Testing... 72
4.7 Model Summary ... 74
4.8 Cross tabulation ... 74
4.9 Discussion ... 75
CHAPTER 5 – CONCLUSIONS AND RECOMMENDATION ... 77
5.1 Conclusions ... 77
5.2 Recommendation for Future Research ... 78
5.3 Recommendation for Destination Marketing Organization (DMO) ... 79
GLOSSARY ... 80
REFERENCES ... 82
APPENDIX A ... 86
QUESTIONNAIRE – English Version ... 86
APPENDIX B ... 91
QUESTIONNAIRE – Bahasa Version ... 91
APPENDIX C ... 96
CROSSTABULATION RESULTS ... 96
CURRICULUM VITAE ... 104
