VISIT BEHAVIOURS, CASE STUDY KRATON YOGYAKARTA
By Regina Nugroho
11503006
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
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
Regina Nugroho
_____________________________________________
Student Date
Approved by:
Robert La Are, S.ST, M. Par
_____________________________________________
Thesis Advisor Date
Dr. Nila K. Hidayat, S.E., MM.
_____________________________________________
Dean Date
ABSTRACT
THE IMPACT OF DESTINATION IMAGE TOWARD TOURISTS’S POST VISIT BEHAVIOURS; CASE STUDY KRATON YOGYAKARTA
By Regina Nugroho Robert La Are, S.ST, M. Par
SWISS GERMAN UNIVERSITY
Yogyakarta is one of the top 5 province destinations. Yogyakarta is famous for its cultural attraction, however comparing to the other cultural tourist attraction in Yogyakarta, number of visitors coming to Kraton Yogyakarta is declining. Revisit intention is needed for the sustainability of the destination including Kraton Yogyakarta, furthermore revisit intention also can minimizing promotional cost.
Understanding customer’s perception about the destination is important in the process of formation of effective marketing strategy and planning. This study analyzes the impact of destination image toward post visit behavior using quantitative method.
Samples were taken as many as 211 visitors of Kraton Yogyakarta. Simple regression is used to answer the research question. The data is processed with simple regression analysis by using SPSS. The result reveal that destination image has an impact toward revisit intention in Kraton Yogyakarta. There are two dimensions under destination image, which are cognitive aspect and affective aspect. Cognitive aspect has stronger impact on post visit behavior in Kraton Yogyakarta. Suggestion for destination stakeholder is to create more cultural attraction in Kraton Yogyakarta and also involving visitor to participate in some attractions, moreover maintaining Kraton area and some of the collection in clean condition is also needed for the convenience of visitors. This finding will add more knowledge about destination image and post visit behavior in tourism industry
Keyword: Destination Image, Post Visit Behavior, Cognitive Aspect, Affective Aspect,
© Copyright 2019 by Regina Nugroho
All rights reserved
DEDICATION
I dedicate this work for my beloved family, my thesis advisor and all my friends who support me to finish this work
ACKNOWLEDGMENT
I would like to express my gratitude to my family. Words cannot express how grateful I am to have my father, my mother and my brother who endlessly support me, and always cheering me up. Your prayer for me was what sustained me thus far.
Secondly, I would like to acknowledge with much appreciation to my thesis advisor, Sir Are who gave me support, guidance, assistance consistently gave me idea, feedback and helped me to a right way. Thank you for the valuable comments and continuous support since the beginning.
I want to express my gratitude to my friends; Michael, Jennifer, Tamara, Vania, Ito, Calvin, Della, Ika, Tasia, Ella, Vina, Kezia who endlessly support me from the beginning of this thesis. Thank you for giving strength, offering me advice, motivation to get things done, including helping me spreading questionnaire. Thank you for always being there for me through thick and thin. I find myself lucky to have friends like them in my life.
I would like to thank all my university friend especially; Michael, Feli, Shella, Eli, Natasha, Tina, Chrissy, Nida, Lorraine, Marco, Yessie, Adit, Natasya etc with whom I have shared moments of deep anxiety in finishing this thesis. I also thank for the memories in the past four year. Their presence was very important in my university life I also take this opportunity to sincerely thank to all respondents who are willing spare their time to help me to fill the questionnaire. I deeply appreciate their help and willingness as a respondent in this study.
Last but not least I want to express my gratitude for all those who contributed in many ways to the success of this study
TABLE OF CONTENT
STATEMENT BY AUTHOR ... 2
ABSTRACT ... 3
DEDICATION... 5
ACKNOWLEDGMENT ... 6
TABLE OF CONTENT ... 7
LIST OF FIGURES ... 10
LIST OF TABLES ... 11
CHAPTER 1- INTRODUCTION ... 12
1.1. Background ... 12
1.2. Research Problem ... 16
1.3. Research Question ... 18
1.4. Research Objective ... 18
1.5. Scope and Limitation ... 18
1.6. Significant of Study ... 19
CHAPTER 2 – LITERATURE REVIEW ... 20
2.1. Framework of Thinking ... 20
2.2. Tourism ... 21
2.2.1. Tourism Components ... 22
2.2.2. Types of Tourism ... 23
2.3. Tourism Industry in Indonesia ... 26
2.4. Destination Image ... 28
2.4.1. Cognitive aspect ... 29
2.4.2. Affective aspect ... 31
2.4.3. Destination Image Formation ... 32
2.5. Post visit behavior ... 34
2.6. Previous Study ... 36
2.7. Relationship between Destination Image and Post Visit Behavior ... 38
2.8. Study Differences ... 39
2.9. Research Model ... 39
3.1. Type of Study ... 41
3.2. Unit Analysis ... 41
3.3. Population and Sampling ... 42
3.3.1. Population ... 42
3.3.2. Sampling ... 42
3.3.3. Sampling Method ... 43
3.4. Type of Data Collection ... 43
3.4.1. Primary Data ... 43
3.4.2. Secondary Data ... 43
3.5. Variable Operationalization ... 44
3.5.1. Independent Variable ... 44
3.5.2. Dependent Variable ... 47
3.6. Pre-Test ... 48
3.6.1. Validity ... 48
3.6.2. Reliability ... 48
3.7. Data Analysis Technique ... 49
3.7.1. Classical Assumption ... 49
3.7.2. Single Regression... 50
3.7.3. Hypothesis test ... 51
3.7.4. Cross Tabulation ... 51
CHAPTER 4 - RESULT AND DISCUSSION... 53
4.1. Kraton Yogyakarta ... 53
4.2. Respondent Profile ... 56
4.3. Validity & Reliability ... 62
4.4. Classical Assumption Test ... 66
4.5. Single Regression... 68
4.5.1. Hypothesis test ... 69
4.5.2. Single Regression... 70
4.5.3. R Square Test ... 71
4.6. Cross Tabulation ... 71
4.6.1. Cognitive aspect ... 71
4.6.2. Affective aspect ... 72
4.8. Discussion ... 75
CHAPTER 5-CONCLUSION AND RECOMMENDATION ... 78
5.1. Conclusion ... 78
5.2. Recommendation ... 78
5.2.1. Managerial Implications ... 78
5.2.2. Future Studies ... 80
GLOSARRY ..………81
REFERENCE …………..………..82
APENDICES ………..……….………...93
CURICULUM VITAE ……….………...105
