Abstract
The study aims to examine the influence destination image have on tourist visiting intention in the village of Lumpur located at Gunung Raya sub-district, Kerinci Regency, Jambi Province, Indonesia. Similarly, it is also to examine how much the market attractiveness impacts the destination image of rural tourism. Additionally, it set out to also assess the extent to which the support of market attractiveness influences tourist visiting intention through the destination image of the village. This study used a survey method with descriptive and quantitative analysis, and the analytical tool employed is Smart PLS version 3.0 tools. One hundred forty respondents, comprising of both local and foreign tourists, were understudied for the analysis and observations made. The findings showed that market attractiveness has a direct effect on the interests of visitors. Similarly, market attractiveness was established to have a direct impact on tourist’s image. Meanwhile, the destination image also has a direct and significant influence on tourist visiting intention. In conclusion, it was ascertained that the destination image has a substantial effect on the tourist visiting intention, although it has a smaller coefficient of direct influence.
Highlights
The tourism industry in 2017, had a significant development at the national level and contributed to the PDB of 4.03% or 500, IDR of 19 billion, the growing foreign exchange of 176 to 184 billion IDR, and the absorption of 12 million people into employment (12.02 million foreign and 263.68 million domestic tourists)
The tourism industry in Indonesia increased by infrastructure, sub-infrastructure, supporting accommodations that have been built and developed to support tourism as a prime business in overall activities, both in accessibility, amenities and attractions (Massida & Etzo, 2012), especially in rural areas that have unique characteristics to become tourist destinations (Simasima and Ariani, 2017), with the concept of attractions, accessibility, and amenities known as 3A context (Murdiyanto, 2011; Cahyoputra, 2015)
The results revealed that marketing attractiveness significantly influenced tourists visiting intentions which significantly influenced destination image indirectly
Summary
The tourism industry in 2017, had a significant development at the national level and contributed to the PDB of 4.03% or 500, IDR of 19 billion, the growing foreign exchange of 176 to 184 billion IDR, and the absorption of 12 million people into employment (12.02 million foreign and 263.68 million domestic tourists). UNWTO data shows the growth of Indonesian tourism in 2016 as 15.54%, exceeding the world average of 3.9%. The tourism industry in Indonesia increased by infrastructure, sub-infrastructure, supporting accommodations that have been built and developed to support tourism as a prime business in overall activities, both in accessibility, amenities and attractions (Massida & Etzo, 2012), especially in rural areas that have unique characteristics to become tourist destinations (Simasima and Ariani, 2017), with the concept of attractions, accessibility, and amenities known as 3A context (Murdiyanto, 2011; Cahyoputra, 2015). The scope of this study focused on rural tourism destinations in Lempur, Kerinci district, Jambi province, Indonesia
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