THE EFFECT OF DESTINATION IMAGE, CUSTOMER VALUE, ATTITUDE TO DESTINATIONS AND SUBJECTIVE NORMS ON VISITING INTENTIONS IN RELIGIOUS TOURISM OF SUNAN AMPEL SURABAYA

Amount: THE EFFECT OF DESTINATION IMAGE, CUSTOMER VALUE, ATTITUDE TO DESTINATIONS AND SUBJECTIVE NORMS ON VISITING INTENTIONS IN SUNAN AMPEL RELIGIOUS TOURISM SURABAYA

Author: SYNTHESIS OF AULIA RAMADHANI

Item Type: Thesis

Memberships: Master of Management Science Study Program, Faculty of Economics and Business, Airlangga University, Surabaya, Indonesia

Publisher: Airlangga University

Abstract

The digital industry in the 21st era has an important role in the economy of a country. This is reflected by the emergence of many new business industries. Not only that, consumer behavior has also changed. According to Treksoft (2017), the millennial generation prefers to spend money to get valuable experiences such as traveling rather than buying physical objects. According to the results of a survey conducted by the Mastercards-Crescent Rating Global Muslim Travel Index (GMTI) 2017 said that Indonesia managed to rank third in religious tourism between the Organization of Islamic Cooperation (OIC) countries. This makes Indonesia actually has the potential to develop religious tourism in order to be able to reach the first rank. However, there is still potential that has not been optimized, namely pilgrimage tourism. This makes one of the researchers' motivations to conduct research on the intention to visit Sunan Ampel religious tourism. This study aims to determine the effect of destination image and customer value on attitudes to destinations and the effect of destination image, destination attitudes and subjective norms on visiting intentions. This study used 203 respondents who had never visited Sunan Ampel tourism. This research uses Structural Equation Model (SEM) using Amos software. The results of the study concluded that the image of the destination and the value of the customer affect the attitude to the destination, and the attitude towards the destination and subjective norms affect the intention to visit. However, the results of the image of the destination to the intention to visit did not have an effect.

Keywords : destination image, customer value, attitude to the destination, subjective norms, intention to visit

sources: http://repository.unair.ac.id/87799/