PENGARUH EDUCATIONAL TOURISM EXPERIENCE TERHADAP BEHAVIORAL INTENTION WISATAWAN DI KAMPUNG BATU MALAKASARI

Herlin Legiawati, - (2019) PENGARUH EDUCATIONAL TOURISM EXPERIENCE TERHADAP BEHAVIORAL INTENTION WISATAWAN DI KAMPUNG BATU MALAKASARI. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Behavioral intention merupakan salah satu topik yang penting untuk dikaji dalam pemasaran menggabungkan emosi menjadi penjelasan kausatif perilaku (Hansen dan Christensen, 2007; Liljander dan Bergenwall, 2002). Secara konseptual, bahwa dalam konteks pelayanan pariwisata, kepuasan tidak selalu mengarah pada niat perilaku positif, terutama berkenaan dengan niat pribadi untuk kembali (Dolnicar sara., et.all 2013). Pengalaman yang baik dapat mempengaruhi behavioral intention pelanggan untuk mengunjungi destinasi. Di sisi lain sebuah pengalaman buruk, bisa menimbulkan dampak negatif pada sikap pelanggan dan niat, seperti kata negatif dari word of mouth atau rekomendasi (Anastasopoulos, 1992; Oppermann, 1997; Patrick et al., 2001; Um et al., 2006). Educational tourism experience dipilih sebagai penyelesaian masalah behavioral intention di Kampung Batu Malakasari karena destinasi tersebut memiliki konsep wisata edukasi sebagai bisnis utama perusahaan yang diperuntukkan bagi wisatawan grup yang mayoritas didominasi oleh sekolah dari berbagai tingkat pendidikan. Penelitian ini bertujuan untuk mengetahui gambaran educational tourism experience terhadap behavioral intention wisatawan di Kampung Batu Malakasari. Variabel bebas (X) yang digunakan dalam penelitian ini yaitu educational tourism experience serta variabel terikat (Y) yaitu behavioral intention. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan metode yang digunakan explanatory survey dan pendekatan cross sectional method. Sampel dalam penelitian ini sebanyak 80 orang yaitu instansi pendidikan yang telah menggunakan paket wisata outbound. Teknik pengambilan sampel yaitu simple random sampling dengan teknik analisis yang digunakan adalah regresi berganda, dengan menggunakan alat bantu software computer SPSS 23 for windows. Tanggapan wisatawan yang telah menggunakan paket wisata outbound di Kampung Batu Malakasari terhadap educational tourism experience adalah tinggi. Dimensi cognitive dan affective memiliki pengaruh yang signifikan sedangkan dimensi behavioural tidak memiliki pengaruh yang signifikan.; Behavioral intention is one of the important topics to be studied in combining emotional marketing into causative explanations of behavior (Hansen and Christensen, 2007; Liljander and Bergenwall, 2002). Conceptually, that in the context of tourism services, satisfaction does not always lead to positive behavioral intentions, especially with regard to personal intention to return (Dolnicar sara., Et.all 2013). Good experience can affect the behavioral intention of customers to visit destinations. On the other hand a bad experience can have a negative impact on customer attitudes and intentions, such as negative words of word of mouth or recommendations (Anastasopoulos, 1992; Oppermann, 1997; Patrick et al., 2001; Um et al., 2006). Educational tourism experience was chosen as a solution to the behavioral intention in Kampung Batu Malakasari because the destination has the concept of educational tourism as the company's main business for group tourists, the majority of which are dominated by schools of various levels of education. This study aims to find out the description of educational tourism experience on the behavioral intention of tourists in Kampung Batu Malakasari. The independent variable (X) used in this study is an educational tourism experience and the dependent variable (Y) is behavioral intention. The type of research used is descriptive and verification with the method used explanatory survey and cross sectional method approach. The sample in this study were 80 people namely educational institutions that have used outbound tour packages. The sampling technique is simple random sampling with the analysis technique used is multiple regression, using SPSS 23 software for windows. The response of tourists who have used outbound tour packages in Kampung Batu Malakasari to educational tourism experiences is high. The cognitive and affective dimensions have a significant influence while the behavioral dimension does not have a significant effect.

Item Type: Tugas Akhir,Skripsi,Tesis,Disertasi (S1)
Additional Information: No Panggil : S MPP HER p-2019; Pembimbing : I. Rini Andari, II. Diyah Setyorini; NIM : 1403297
Uncontrolled Keywords: Educational Tourism Experience, Behavioral Intention, Kampung Batu Malakasari
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > H Social Sciences (General)
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Yayu Wulandari
Date Deposited: 23 Jul 2020 07:01
Last Modified: 23 Jul 2020 07:01
URI: http://repository.upi.edu/id/eprint/49941

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