Title: THE INFLUENCE OF MEDIA COVERAGE, RISK-TAKING PERSONALITY AND RISK PERCEPTION ON THE INTENTION TO VISIT A TOURIST AREA
Author: HILYATUZ ZAKIYYAH
Affiliations : Master of Management Science Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
Indonesia's tourism, which prioritizes natural attractions, has negative consequences. Indonesia has recently experienced numerous natural disasters, such as earthquakes, tsunamis, volcanic eruptions, and others. Marketers of tourist destinations in Indonesia need to understand the factors related to marketing these at-risk areas, especially with the expanding reach of media, which allows news about disasters or threats to spread more quickly to consumers and sometimes become more sensational. In tourism marketing, intention to visit is a crucial variable in determining the success of marketing a region. Researchers have examined various determinants of consumer intention to visit, both external and internal. This study examines the role of media-influenced risk perception and risk-taking personality traits, which are internal factors of consumers. Based on the above phenomena, the research questions are formulated: What are the roles of risk perception and risk-taking personality traits in influencing intention to visit? How do negative and positive media coverage of a region influence intention to visit the reported area? A quantitative approach using a causality experiment was used in this study. The data used are primary data obtained from 180 participants. The sample/participants used were FEB Unair students. The analysis technique used multiple regression and difference test. The results of the multiple regression analysis showed that risk perception and personality traits have a significant role in visit intention only when negative news occurs, while in normal or positive news conditions, both variables do not play a significant role. Then the results of the difference test between the influence of positive and negative news, it was found that negative news produced a more significant influence on risk perception and visit intention than positive news. a about disasters or what is still a threat of disaster becomes more quickly spread to consumers and sometimes becomes more sensational. In tourism marketing, the intention to visit is a very important variable in determining the success of marketing a region. Researchers examined various determinants of consumer visit intention, both external and internal factors. This study examined the role of risk perception influenced by the media and also the risk-taking personality trait which is an internal factor of consumers. Based on the above phenomenon, the research question was then formulated, what is the role of risk perception and risk-taking personality traits in influencing visit intention? How does negative and positive news in the media about a region affect the intention to visit the area reported? A quantitative approach of the causality experiment type was used in this study. The data used is primary data obtained from 180 participants. The sample/participants used were students of the Faculty of Economics and Business, Airlangga University. The analysis technique used multiple regression and a difference test. The results of the multiple regression analysis indicate that risk perception and personality traits have a significant role in visit intention only when negative news occurs, while under normal or positive news conditions, both variables play no significant role. Furthermore, the results of the difference test between the influence of positive and negative news show that negative news produces a more significant influence on risk perception and visit intention than positive news.
Keywords: RISK TAKING TRAIT; RISK PERCEPTION