Resources Based View in Destination Image and Tourist Attitude Influence on Tourist Intention through Tourist Satisfaction to Visit Cultural Heritage in Indonesia

Abstract

Purpose - North Sumatera is one province in Indonesia functioning as a gate for ASEAN countries. It's an advantage of North Sumatera to be one of the tourist destinations for its cultural heritage. This study aims to know whether tourists' intention can be created to visit the existing cultural heritage in North Sumatera by applying a resource-based view to the destination image. After that the variable destination image, tourist attitude, and tourist satisfaction in affecting Tourist Intention. Methodology - This research is testing the ability of destination image, tourist attitude, and tourist satisfaction in affecting Tourist Intention. The competitive advantage of tourism sites can create tourist intentions. The research is using questionnaires arranged by Likert scale. The research sample is taken by an accidental sampling method. The data is then processed by Partial Least Square (PLS). Findings - This research found, with applying RBV into destination image has a connection to tourist attitude, tourist intention, and tourist satisfaction. For the variable tourist, attitude is influenced by tourist satisfaction, but tourist attitude does not have an impact on tourist intention. And tourist satisfaction has a relation to the tourist intention variable. Novelty - Destination images in previous research have two aspects i.e tangible and intangible. Tangible refers to physical evidence and intangible show to the psychological aspect. While the Resources Based View (RBV) has two aspects of that. furthermore, this research is applying RBV into Destination Image Variable. Type of Paper - Empirical Keywords: RBV, Tourist Intention, Destination Image, Tourist Satisfaction, and tourist attitude. JEL Classification: M31, L83.