ANALISIS TOURISTS’ ON-SITE EXPERIENCE DALAM MEMBENTUK BEHAVIORAL INTENTION :Survei pada wisatawan Malaysia yang berkunjung di Kota Bandung

Majid, Abdul (2014) ANALISIS TOURISTS’ ON-SITE EXPERIENCE DALAM MEMBENTUK BEHAVIORAL INTENTION :Survei pada wisatawan Malaysia yang berkunjung di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Travel and Tourism is one of the largest contributors to the economic growth of the region, no exception in Bandung city. As an international tourist destination in Indonesia, Bandung has a small international tourist repeater compared with the first-timer, especially tourists from Malaysia. Moreover, the persistence of the tourist complaints about the environmental conditions in Bandung indicate there are unfavourable tourist behavior after visiting the destination, in tourism marketing theory called behavioral intention. Based on DMO of Bandung in cooperation with the Government of Bandung, continues to make repairs and improvements to the various of tourism components such as social factors, cultural factors and environmental factors. The third of factor is in direct contact and give experience to tourists at the destination, in tourism marketing theory called tourists' on-site experience. This study aims to describe torists' on-site experience, an overview of behavioral intention and to analyze effect of torists' on-site experience in forming behavioral intention. The population is a Malaysian tourists who visiting Bandung. The method used is descriptive and verification, the time of research less than in one year. The sampling technique used is systematic random sampling and data analysis techniques using path analysis. The results showed that torists' on-site experience significant influence in forming the behavioral intention either simultaneously or partially. The highest ratings for torists' on-site experience is cultural contacts dimension and the lowest is in social contacts dimension. For behavioral intention variable, the indicator of willingness to recommend has higher ratings than the indicator of revisit intention. For further research, this study only took one phase of tourists’ experience that is torists’ on-site experience and do not include other variables such as the planning phase, on-route phase, and recollection phase which is also is a tourist experience phase. Travel and Tourism merupakan salah satu kontributor terbesar bagi pertumbuhan ekonomi suatu wilayah termasuk di Kota Bandung. Sebagai salah satu kota tujuan wisata internasional di Indonesia, Kota Bandung memiliki tingkat kunjungan wisatawan repeater yang masih sedikit dibandingkan dengan first-timer wisatawan internasional terutama wisatawan asal Malaysia. Selain itu, masih adanya keluhan wisatawan mengenai kondisi lingkungan di Kota Bandung mengindikasikan adanya niat perilaku wisatawan pasca melakukan kunjungan yang kurang positif atau dalam teori pemasaran pariwisata disebut behavioral intention. Berdasarkan hal tersebut DMO Kota Bandung bekerja sama dengan pemerinta Kota Bandung terus berupaya melakukan perbaikan dan peningkatan terhadap berbagai komponen kepariwisataan di Kota Bandung itu sendiri seperti faktor sosial, budaya dan lingkungan. Ketiga faktor tersebut merupakan komponen pentig yang bersentuhan langsung dan memberi pengalaman kepada wisatawan pada saat di destinasi yang dalam teori pemasaran pariwisata disebut torists’ on-site experience. Penelitian ini bertujuan untuk mengetahui gambaran torists’ on-site experience, gambaran behavioral intention dan pengaruh torists’ on-site experience dalam membentuk behavioral intention. Populasi dalam penelitian ini adalah wisatawan Malaysia yang berkunjung ke Kota Bandung. Metode yang digunakan adalah metode deskriptif dan verifikatif dengan waktu penelitian kurang dari satu tahun. Teknik sampling yang digunakan adalah syistematic random sampling dengan teknik analisis data menggunakan analisis jalur (path analysis). Hasil penelitian menunjukan bahwa torists’ on-site experience berpengaruh signifikan dalam membentuk behavioral intention baik secara simultan ataupun parsial. Penilaian tertinggi untuk torists’ on-site experience yaitu pada sub variabel cultural contacts dan paling rendah ada pada sub variabel social contacts. Adapun untuk behavioral intention, indikator willingness to recommend mendapat penilaian lebih tinggi dibandingkan dengan indikator revisit intention. Untuk peneliti selanjutnya, penelitian ini hanya mengambil satu fase pengalaman saja yaitu torists’ on-site experience dan tidak memasukan variabel lain seperti planning phase, on-route phase, dan recollection phase.

Item Type: Skripsi Tesis Atau Disertasi (S1)
Additional Information: No. Panggil:S MPP MAJ a-2014; Pembimbing: I. Lili Adi Wibowo, II. Yeni Yuniawati
Uncontrolled Keywords: Tourists' On-Site Experience, On-Site Experience, Tourist Experience, Behavor Intention, Behavioral Intention
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Program Studi Kepariwisataan
Depositing User: Mr Tatang Saja
Date Deposited: 14 Aug 2015 03:07
Last Modified: 14 Aug 2015 03:07
URI: http://repository.upi.edu/id/eprint/16386

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