Academic Community's Attitudes And Perceptions on the Decision of Visiting Nature-Based Tourism Destinations in Indonesia

Abstract

Visits to nature-based tourism destinations can be influenced by many factors. External stimulus factors in the form of promotional material can influence decisions in conducting tourist visits. This study aims to analyze the attitudes and perceptions of the academic community relating to the decision to visit nature-based tourism destinations at the stage of induced demand based on tourism promotion materials in the form of printed and audio-visual materials. The study approach was carried out by distributing questionnaires to 270 academic community respondents divided into three categories, namely, lecturers, ecotourism students and communication students who answered questions in a closed ended form with a Likert scale 1-7 that assessed printed material and audio-visual promotion of nature-based tourism. The analytical method used is the Kruskal Wallis Test and the further Dunn Test. The results of the empirical study showed differences in assessment regarding the attitudes and perceptions of the academic community on tourism promotion material in influencing the decision to visit nature-based tourism destinations. Factors that influence the decision to make actual visits to nature-based tourism destinations are demographic characteristics, personal factors, external and psychographic factors in the academic community.