DESTINATION MARKETING TO IMPROVE DOMESTIC TOURISTS’ RETURN INTENTION

Filda Rahmiati

doi:10.31940/ijaste.v4i2.1979

Abstract

Purpose: This study aims to analyze tourist return intention through destination attribute (attraction, accessibility, and amenities), promotion, and destination image mediated by tourist satisfaction. Research methods: The research method used in this research is a quantitative research. This study used 410 respondents who were domestic tourists who had visited Borobudur Temple using purposive sampling. The Partial Least Square-Structural Equation Model (PLS-SEM) used to test hypotheses. Results and discussions: The results of this study indicate that all hypotheses are accepted, that the attributes of the destination (attraction, accessibility, and amenities), promotion, and destination image significantly influence on tourist return intention mediated by tourist satisfaction. Conclusion: It is necessary to improve the quality of destination attributes at Borobudur Temple, promoting not only international tourists but also domestic tourists. It is also important to provide innovations that are expected to attract domestic tourists to make revisit when there are new things for them to experience

Highlights

The tourism sector is currently one of the largest and fastest growing sectors in the global economy (Mahbubani, 2013)
The result of Hypothesis 5 testing shows that destination image has a significant influence on the satisfaction of domestic tourist tourists visiting Borobudur Temple in line with research by Allameh, et al (2015) Zhang, et al (2017) using the mediation variable of tourist satisfaction confirms that there is a positive and significant influence of the destination's image on the return intention which is mediated by an impressive tourism experience
This study concludes that destination attributes, promotion, and destination image have an influence on tourist satisfaction in Borobudur Temple

Summary

Introduction

The tourism sector is currently one of the largest and fastest growing sectors in the global economy (Mahbubani, 2013). The number of trips made by domestic tourists during 2018 reached 303 million trips, an increase of 12.37 percent compared to 2017 trips. This increase is considered a result of relatively improved economy and easier accessibility to tourist destinations throughout Indonesia (BPS RI, 2018). Despite the increasing number of domestic tourists visiting domestic destinations in Indonesia, domestic tourists prefer to go abroad. Supported by Azril Azahari's statement, Chairperson of the Indonesian Tourism Intellectuals Association (ICPI), the trend of increasing domestic tourist arrivals abroad might be influenced by the rising airline prices for domestic routes, so domestic tourists preferred to go abroad with relatively affordable airplane price (Bahar, 2019)

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Conclusion