PENGARUH DESTINATION IMAGE TERHADAP BEHAVIORAL INTENTION DENGAN MEDIASI ATTITUDE, SUBJECTIVE NORMS, PERCEIVED BEHAVIORAL CONTROL DAN TRAVEL CONSTRAINT DI NON-MUSLIM DESTINATION

Ayulia Nirwani, - and Ahmad Hudaiby Galih Kusumah, - and Heri Puspito Diyah Setiyorini, - (2025) PENGARUH DESTINATION IMAGE TERHADAP BEHAVIORAL INTENTION DENGAN MEDIASI ATTITUDE, SUBJECTIVE NORMS, PERCEIVED BEHAVIORAL CONTROL DAN TRAVEL CONSTRAINT DI NON-MUSLIM DESTINATION. S2 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh destination image terhadap behavioral intention wisatawan Muslim, dengan mediasi attitude (ATT), subjective norms (SN), perceived behavioral control (PBC), dan travel constraint (TC) di Non-Muslim destination. Studi ini dilatarbelakangi oleh meningkatnya minat wisatawan Muslim untuk mengunjungi destinasi non-Muslim yang memiliki keterbatasan dalam penyediaan fasilitas ramah Muslim. Pendekatan dengan konstruk dari Theory of Planned Behavior digunakan untuk menjelaskan proses pengambilan keputusan wisatawan dalam konteks ini. Penelitian dilakukan dengan pendekatan kuantitatif menggunakan metode Structural Equation Modeling (SEM) melalui AMOS. Hasil menunjukkan bahwa destination image berpengaruh positif terhadap attitude, subjective norms, PBC dan travel constraint. Attitude, PBC, dan travel constraint juga berpengaruh signifikan terhadap behavioral intention. Sebaliknya, subjective norms berpengaruh negatif terhadap behavioral intention. Selain itu, jalur mediasi dari attitude, PBC, dan subjective norms melalui Travel Constraint juga ditemukan, meskipun tidak semuanya signifikan. Implikasi penelitian ini menegaskan pentingnya pengelolaan citra destinasi dan pengurangan hambatan perjalanan (travel constraint) bagi wisatawan Muslim melalui penyediaan fasilitas dasar sesuai kebutuhannya serta edukasi pelaku industri pariwisata. Penelitian ini memberikan kontribusi dalam pengembangan pariwisata inklusif di non-Muslim destination. This study aims to analyze the influence of destination image on the behavioral intention of Muslim tourists, with the mediation of attitude, subjective norms, perceived behavioral control (PBC), and travel constraint in non-Muslim destinations. This study is motivated by the increasing interest of Muslim tourists in visiting non-Muslim destinations that have limitations in providing Muslim-friendly facilities. The Theory of Planned Behavior approach was employed to explain the tourists’ decision-making process in this context. The research was conducted using a quantitative approach with the Structural Equation Modeling (SEM) method through AMOS. The results show that destination image has a positive effect on attitude, subjective norms, PBC, and travel constraint. Attitude, PBC, and travel constraint also have a significant influence on behavioral intention. In contrast, subjective norms have a negative effect on behavioral intention. Furthermore, mediation paths from attitude, PBC, and subjective norms through travel constraint were also found, although not all were significant. The implications of this study highlight the importance of managing destination image and reducing travel constraints for Muslim tourists by providing basic facilities that meet their needs as well as educating tourism industry stakeholders. This research contributes to the development of inclusive tourism in non-Muslim destinations.

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Item Type:	Thesis (S2)
Additional Information:	ID SINTA Pembimbing 1 5989818 ID SINTA Pembimbing 2 5978343
Uncontrolled Keywords:	destination image, behavioral intention, travel constraint, theory of planned behavior, wisatawan Muslim, destinasi non-Muslim, halal tourism destination image, behavioral intention, travel constraint, theory of planned behavior, Muslim tourists, non-muslim destinations, halal tourism
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure L Education > L Education (General)
Divisions:	Sekolah Pasca Sarjana > Magister Pariwisata
Depositing User:	Ayulia Nirwani
Date Deposited:	17 Sep 2025 02:25
Last Modified:	17 Sep 2025 02:25
URI:	http://repository.upi.edu/id/eprint/139624

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