PROMOTING THE IMAGE OF BANDA ACEH-INDONESIA BECOMES A POPULAR TSUNAMI-TOURISM DESTINATION CITY: THE MODERATING ROLES OF CULTURAL AND ISLAMIC TOURISM OBJECTS

Abstract

This study aims to explore and analyze the moderating effects of Islamic and cultural tourism objects on the relationship between tsunami-related sites and the image of Banda Aceh city, Indonesia as a tsunami-tourism destination. Of 29.213 tourists who visited the city in 2019, 200 of them were selected as the sample of the study using a simple random sampling technique. The primary data collected through questionnaires and interviews were then analyzed using structural equation modeling (SEM)-based moderated multiple regression techniques. The study documented that tsunami-related sites and Islamic and cultural tourism objects have promoted the image of the city as a tsunami-tourism destination. Additionally, the cultural and Islamic tourism objects strengthened the effect of tsunami-related sites on the city image as a tsunami tourism destination. Thus, to further promote the city image as the tsunami-tourism destination, the tsunami-related sites, Islamic and cultural tourism-related objects must be preserved and enhanced.