Abstract
The Indonesian government was planning a super premium tour of Labuan Bajo to be realized in 2020. Still, the change in this type of tourism resulted in various changes in travel behaviour. This study aims to examine the direct and indirect role of visiting intentions to Labuan Bajo through the destination image and tourist expectation. This research involved 141 tourists who have been and who have a desire to visit Labuan Bajo. Researchers used three scales of analysis, namely the scale of destination image, traveller expectations and visiting intentions. The analysis of this study uses multiple linear regression. The results showed a direct or indirect role of the destination image toward visiting intentions. There are two direct roles obtained, the first direct role from the destination image to the visiting intention and the other direct role from tourist's expectation towards visiting intentions. In contrast, the indirect role of the destination image generated through the expectation of a traveller toward visiting intention. Other results show that there is a simultaneous role between destination image and tourist expectations of the intention to visit Labuan Bajo.
Highlights
Pemerintah Indonesia merencanakan wisata super premium Labuan Bajo akan terealisasi tahun 2020, namun perubahan jenis wisata ini menghasilkan berbagai perubahan perilaku berwisata
This study aims to examine the direct and indirect role of visiting intentions to Labuan Bajo through the destination image and tourist expectation
The results showed a direct or indirect role of the destination image toward visiting intentions
Summary
Tourist expectation sendiri terkait erat dengan destination image, menurut Bosque dan Martin (2008) destination image yang baik akan berpengaruh positif terhadap keyakinan turis pada pengalaman yang akan dialami di lokasi wisata sehingga akan menghasilkan perilaku berwisata bahkan tidak menutup kemungkinan muncul revisit intention maupun loyalitas wisatawan. Penelitian Valle, Silva, Mendes dan Guerreiro (2006) bertujuan untuk mengkaji tentang faktor-faktor yang mempengaruhi loyalitas wisatawan terhadap sebuah destinasi di Arade, Jerman menjelaskan salah satu faktor yang membentuk perilaku berwisata adalah destination image dan expectation. Destination image dan tourist expectation merupakan dua variabel penting dalam menciptakan intensi berkunjung, mengingat minat berwisata ke Labuan Bajo yang masih belum tinggi meskipun memiliki berbagai potensi dan daya tarik wisata yang tidak kalah menarik dengan destinasi wisata lain di Indonesia, ditambah lagi dengan proyek wisata super premium Labuan Bajo menjadi menarik untuk dijadikan penelitian perilaku wisata
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