Title: THE INFLUENCE OF MEDIA REPORTING, PERSONAL CHARACTERISTICS OF RISK-TAKING AND PERCEPTION OF RISK ON INTENTION TO VISIT A TOURISM AREA
Author: HILYATUZ ZAKIYYAH
Affiliations : Master of Management Science Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
The situation of Indonesian tourism, which prioritizes natural attraction, has negative consequences. Lately, Indonesia has experienced many natural disasters, such as earthquakes, tsunamis, volcanic eruptions, and others. Tourist area marketers in Indonesia need to know what factors related to marketing these risk areas, especially with the increasingly widespread media reach that enables news about disasters or which is still in the form of disaster threats become faster and more quickly to consumers and sometimes become more sensational looks. In tourism marketing, the intention to visit is a very important variable to determine the success of marketing the region. Researchers examine various determinants from the intention of visiting consumers, both external and internal factors. This study examines the role of risk perception that is influenced by the media and also the personality of risk taking which is an internal factor of consumers. Based on the phenomenon above, then the research questions are formulated, what is the role of the perception of risk and personality nature of taking the risks in influencing visiting intentions? How is the negative and positive news in the media about an area affecting the intention of visiting the area reported? The quantitative approach to the type of causality experiment is used in this study. The data used is primary data obtained from 180 participants. The sample/participant used was FEB UNAIR students. While the analysis technique uses multiple regression and different tests. The results of multiple regression analysis show that the perception of risk and personality nature has a significant role in the intention of visiting only when there is a negative report, while in normal or positive reporting conditions, the two variables do not play a significant role. Then the results of the test difference between the influence of positive and negative news, it is known that negative news produces a more significant influence on the perception of risk and visiting intentions than positive news. ABOUT DISASTER or which is still in the form of disaster threats become faster and more quickly to consumers and sometimes become more sensational looks. In tourism marketing, the intention to visit is a very important variable to determine the success of marketing the region. Researchers examine various determinants from the intention of visiting consumers, both external and internal factors. This study examines the role of risk perception that is influenced by the media and also the personality of risk taking which is an internal factor of consumers. Based on the phenomenon above, then the research questions are formulated, what is the role of the perception of risk and personality nature of taking the risks in influencing visiting intentions? How is the negative and positive news in the media about an area affecting the intention of visiting the area reported? The quantitative approach to the type of causality experiment is used in this study. The data used is primary data obtained from 180 participants. The sample/participant used was FEB UNAIR students. While the analysis technique uses multiple regression and different tests. The results of multiple regression analysis show that the perception of risk and personality nature has a significant role in the intention of visiting only when there is a negative report, while in normal or positive reporting conditions, the two variables do not play a significant role. Then the results of the test difference between the influence of positive and negative news, it is known that negative news results in a more significant influence on the perception of risk and visiting intentions than positive news.
Keywords: RISK TAKING TRAIT; RISK PERCEPTION
