Abstract
Destination image is an important factor in tourism marketing. Harmonious destination image between local residents, tourists, and Tourism Marketers Organization allows for a sustainable development model for tourism marketing. This study aims to examine differences of Jakarta's destination image in the perception of tourists and local residents. Methodology used is quantitative research. Research instruments are developed by reviewing relevant literature on destination image factors for Jakarta. Data collection is done through questionnaires distributed online. Different test conducted is Mann-Whitney test. Results show that local residents and tourists have similar destination image about culinary tourism and shopping. But they have different destination image about recreation, cultural tourism, beach tourism, historical tours, local people, infrastructure, affective destination image, and conative destination image. Researcher suggested to Tourism Marketers and Tourism Department of Jakarta to educate, to give information, and to involve local people especially to destination images that still considered low by local residents. Tourism Marketer Organizations, Jakarta Tourism Office, and Local Residents must maintain and even improve the quality of culinary tour and shopping experience so as to increase the satisfaction of tourists when visiting Jakarta, which in turn will make tourists want to re-visit.
Highlights
Pariwisata adalah industri yang berkontribusi penting bagi perekonomian suatu negara
This study aims to examine differences of Jakarta's destination image in the perception of tourists and local residents
International Journal of Culture, Tourism and Hospitality Research, h
Summary
Tinjauan Pustaka Citra destinasi adalah sekumpulan asosiasi yang dimiliki orang tentang daerah tujuan wisata (Day et al, dikutip dalam Kong et al 2015). Citra destinasi terbentuk berdasarkan informasi sejarah, politik, ekonomi, dan sosial, yang pada akhirnya akan membentuk image yang telah dimiliki seseorang tentang suatu tempat spesifik (Echtner & Richie, 1991 dalam Lopes, 2011). Dalam konteks seseorang yang belum pernah berkunjung ke destinasi wisata maka citra destinasi yang mereka miliki akan dipengaruhi oleh faktor motivasi wisata, variabel demographic, dan informasi tentang destinasi wisata (Lopes, 2011). Dengan pendekatan kognitif maka citra destinasi wisata dievaluasi melalui atribut sumber daya (resources) dan atraksi yang dimiliki oleh suatu tempat wisata yang memotivasi seseorang untuk berkunjung ke tempat tersebut (Lopes, 2011). Citra destinasi wisata afektif adalah perasaan yang dimiliki oleh seseorang tentang suatu obyek (Agapito et al, 2013). Dengan demikian citra destinasi yang disampaikan oleh Organisasi Pemasar Wisata kepada wisatawan akan sesuai dengan pengalaman langsung wisatawan ketika berkunjung ke destinasi wisata tersebut
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