Abstract
This research examines the effect of tourists’ motivations on cognitive, affective and unique image of Bali. The model used for this study adopted from Llodra-Riere, et al. (2015). The variable of the study consists of information source, motivation, cognitive image, affective image and unique image. The model in this study used six hypotheses. This research is quantitative and causal type research. This study used non-probability and purposive sampling approach, sample characteristics are the Surabaya tourists who had experience in using information sources from internet platform and other information sources which is non-internet platform that been collected information before visiting Bali and have visited Bali at least once in the past one year. The data is obtained from questionnaire that is distributed to 310 respondents and analyze using Structural Equation Modeling (SEM), with SPSS 18 and LISREL 8.8 for measurement and structural model. The result shows that motivation did not influence affective image of Bali. There are five hypotheses are significant. Information sources influence motivation; cognitive image and unique image influence affective image; motivation influences cognitive image and unique image of Bali. The benefit of this research can help tourism industry in Bali to improve their marketing communication by using social media, website platform and online advertisement.
Highlights
The Internet offered easiness in life such as giving effective and efficient for communication across the country, to seek information needed, playing games, using social media to express ideas or opinion, for education purposes, for promoting and expanding the business and many more
One thing that boosted marketing in tourism industry is the presence of user-generated content (UCG) which defined as any form of content that was created by users of an online system or service, UCG gained its momentum during 1990s and 2000s where information availability through new technology platform has become more accessible, user friendly, and affordable
The major activity is done by people when the gadget connected with internet connection is to use and access social media as information source based on figure 1
Summary
The Internet offered easiness in life such as giving effective and efficient for communication across the country, to seek information needed, playing games, using social media to express ideas or opinion, for education purposes, for promoting and expanding the business and many more. (Qu et al 2011) stated on its paper that the unique image of a destination has a positive influence on cognitive and affective image This caused a gap due to similar research model which consist of cognitive, affective and unique image, but the result of hypothesis is different based from (Llodra-Riere et al, 2015) and (Qu et al, 2011). According to Llodra-Riere, et al (2015), there have been numerous studies that analyze the defining effect of the sources of information used in tourists’ decision-making processes and the use of different sources of information influences on tourists’ motivation to visit a destination. Variables used in this study are information source which consist of web platform and social media, motivation, cognitive image, affective image and unique image of Bali in Surabaya. Null hypothesis will be rejected if the value of |t| ≥ 1.96 and alternative hypothesis will be accepted
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