LIST OF FIGURES

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WAKATOBI, SOUTHEAST SULAWESI

By Nabila 11603068

BACHELOR’S DEGREE in

BUSINESS ADMINISTRATION- HOTEL AND TOURISM MANAGEMENT FACULTY OF BUSINESS AND COMMUNICATION

SWISS GERMAN UNIVERSITY The Prominence Tower

Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 - Indonesia

July 2020

Revision After Thesis Defense on 16 July 2020

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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.

Nabila

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Student Date

Approved by:

Esa Theodore Mbouw, BBA., M.Sc

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Thesis Advisor Date

Dr. Nila K. Hidayat, S.E., M.M.

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Dean Date

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ABSTRACT

VISITING INTENTION: A PERSPECTIVE OF DESTINATION ATTRACTIVENESS AND IMAGE IN WAKATOBI. SOUTHEAST SULAWESI

By Nabila

Esa Theodore Mbouw, BBA., M.Sc., Advisor

SWISS GERMAN UNIVERSITY

Tourism industry has evolved rapidly from time to time. In the past four years, a project name

“Ten New Bali” made and announced by the president himself, these ten new destinations are expected to boost the country’s tourism attractiveness and increase the tourism activity.

Despite the fact that government has put lot of efforts to these destinations, not all destination proved to gain their tourist, especially in Wakatobi, Southeast Sulawesi that experienced the decreasing number of local tourists. The model used in this study incorporated perceived uniqueness of complete image and perceived uniqueness of tourist attraction and activity into destination image and attractiveness, and distribution channel and promotion into destination marketing mix. The findings revealed that promotion act has the biggest influence towards visiting intention. Apparently, perceived uniqueness of complete image was not found to be influencing vesting intention. These findings provided implications for management and government, and also recommendations to increase the tourism activity.

Keywords: Destination Image, Destination Attractiveness, Perceived Uniqueness, Distribution Channel, Promotion, Visiting Intention

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DEDICATION

This study is wholeheartedly dedicated for my father who continuously provide his maximum capacity of support under any circumstances.

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ACKNOWLEDGEMENTS

With immeasurable appreciation, I would like to express my profound gratitude to the following who have assisted and fortified me to finish this study:

1. To the almighty Allah SWT, the merciful and powerful, for every blessings, grace, and strength to get through even the toughest time.

2. To my beloved parents for unwavering moral, emotional and financial support that has shaped me into the person I am today.

3. To my affable advisor Sir Esa Theodore Mbouw for sharing expertise, advice and encouragement despite your busy agenda to successfully deal with difficulties.

4. To my dearest cousins Putri Solikhin, Edza Riskita and Tina Susanti for all the advice from time to time through this study process

5. To my great friend Hayuning Sumbadra and Annisa Kartika for always spreading positive vibes and my main motivator since senior high school.

6. To my main emotion supporter and company Ega Pangestu for always working, believing and sticking with me even when I am at my worst.

7. To HTM batch 2016, SGU lecturers and staffs for the experiences and assistance this past four years of study that taught me valuable life lessons.

8. To everyone else who directly or indirectly lent a hand throughout the whole process This achievement would not have been attainable without them. thank you!

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LIST OF FIGURES

Figures Page

Figure 1.1. Amount of travel conducted by Indonesia citizen based on province of origin

(year 2016-2017) ... 13

Figure 1.2. Citizen distribution that conducted travel based on province of origin and age group (January – August 2017) ... 14

Figure 1 3 distribution based on tourism activities by tourists in 2017 ... 15

Figure 1 4. Foreign tourist and domestic tourist in Wakatobi, Southeast Sulawesi ... 16

Figure 1 5. Search Activity on Google about “Wakatobi”. (Source: Google Trends, 2019) ... 17

Figure 1 6. Search activity on Google about “Wakatobi” compares to another Ten New Bali Destination. (Source: Google Trends, 2019) ... 18

Figure 2 1 The components of the destination image (Echtner, 1991). ... 24

Figure 2 2: “Model of link between the components and travel choice” (Pike et al., 2004) .. 26

Figure 2 3 Woodside and Lyonski’s General Model of Destination Choice ... 32

Figure 3 1 Rule of Thumb on Cronbach’s Alpha ... 54

Figure 4. 1 Respondent’s Gender ... 61

Figure 4. 2 Respondent’s Age ... 61

Figure 4. 3 Respondent’s domicile ... 62

Figure 4. 4 Histogram Graphic ... 66

Figure 4. 5 P-Plot ... 66

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LIST OF TABLES

Table Page

Table 4. 1. Validity of Pre-test Results ... 59

Table 4. 2 Reliability Test Results – Perceived Uniqueness of Complete Image ... 60

Table 4. 3 Reliability test – Perceived Uniqueness of Tourist Attraction and Activities ... 60

Table 4. 4 Reliability Test – Distribution Channel ... 60

Table 4. 5 Reliability Test – Promotion ... 60

Table 4. 6 Reliability Test – Visiting Intention ... 60

Table 4. 7 Validity Post-Test Results – Perceived Uniqueness of complete image ... 62

Table 4. 8 Validity Post-Test Results – Perceived Uniqueness of Tourist Attraction and Activity ... 62

Table 4. 9 Validity Post-Test Results – Distribution Channel ... 63

Table 4. 10 Validity Post-Test Results – Promotion ... 63

Table 4. 11 Validity Post-Test Results - Visiting Intention ... 63

Table 4. 12Reliability Post-Test Results – Perceived Uniqueness of Complete Image ... 64

Table 4. 13 Reliability Post-Test Results - Perceived Uniqueness of Tourist Attraction and Activity ... 64

Table 4. 14 Reliability Post-Test Results – Distribution Channel ... 64

Table 4. 15 Reliability Post-Test Results – Promotion ... 64

Table 4. 16 Reliability Post-Test Results – Visiting Intention ... 64

Table 4. 17 Normality Test ... 65

Table 4. 18 Heteroscedasticity Test ... 67

Table 4. 19 Multicollinearity Test ... 67

Table 4. 20 Multiple Liner Regression Test ... 68

Table 4. 21 Model Summary ... 68

Table 4. 22 F-Test Result ... 69

Table 4. 23 T-Test Result ... 69

Table 4. 24 T-Test Results Analysis ... 70

LIST OF FIGURES

DEDICATION

ACKNOWLEDGEMENTS

TABLE OF CONTENTS

LIST OF FIGURES

LIST OF TABLES