PENGARUH DESTINATION IMAGE YOGYAKARTA TERHADAP BEHAVIORAL INTENTIONS PADA WISATAWAN DOMESTIK

Adrianus Alen Junaidi

Adrianus Alen Junaidi Jurusan Managemen / Universitas Surabaya

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Keywords: Destination Image, Attractions, Behavioral Intentions

Abstract

Abstrak- Pariwisata merupakan salah satu industri terbesar yang paling berpengaruh di dunia. Pada saat ini pariwisata merupakan sektor ekonomi penting di Indonesia dan telah berkembang pesat menjadi industri pariwisata di tiap daerah. Dan pariwisata merupakan sektor utama bagi Daerah Istimewa Yogyakarta yang kental akan budaya dan sejarah. Banyaknya objek wisata dan daya tarik wisata di Daerah Istimewa Yogyakarta telah menyerap kunjungan wisatawan domestik. Penelitian ini bertujuan untuk mengetahui pengaruh destination image Yogyakarta terhadap behavioral intentions wisatawan domestik. Data yang digunakan dalam penelitian ini adalah data primer yang diperoleh dari penyebaran kuesioner. Responden dalam penelitian ini adalah 200 responden yang pernah berkunjung ke Yogyakarta dalam 1 t ahun terakhir dan pendidikan terakhir SMA. Teknik pengambilan sampel penelitian ini adalah non probability sampling. Penelitian ini menggunakan pendekatan kuantitatif dengan melalui pengujian secara statistik. Pengujian dilakukan menggunakan metode Structural Equation Modeling (SEM) dengan bantuan Analisis of moment structures (AMOS 16). Dari hasil penelitian dapat dilihat bahwa destination image Yogyakarta memiliki pengaruh langsung terhadap behavioral intentions wisatawan domestik. Penilaian destination image dapat diukur melalui variabel infrastructure, attraction, value of money, dan enjoyment. Dan dari keempat variabel tersebut memiliki nilai rata-rata yang tinggi. Maka dapat diartikan bahwa destination image Yogyakarta sebagai tempat wisata memiliki pengaruh yang baik terhadap wisatawan domestik.

Kata Kunci: Destination Image, Atraksi, Behavioral Intentions

Abstract- Tourism is one of the largest and most influential industries in the world. At the moment tourism is an important economic sector in Indonesia and has rapidly developed into the tourism industry in each region. And tourism is a principal sector for Yogyakarta that condensed culture and history. The many attractions and tourist attraction in Yogyakarta has absorbed domestic tourists to visit. This study aims to determine the effect of the destination image Yogyakarta to behavioral intentions of domestic tourists. The data used in this research is primary data obtained from questionnaires. Respondents in this study were 200 respondents who have been to Yogyakarta in the last 1 year and at least senior high school. The sampling technique of this research is non probability sampling. This study uses a quantitative approach through statistical testing. Tests conducted using Structural Equation Modeling (SEM) with the help of Analysis of Moment Structures (AMOS 16). From the research results it can be seen that the destination image of Yogyakarta has a direct influence on behavioral intentions of domestic tourists. Destination image assessment can be measured through the variable infrastructure, attraction, value of money, and enjoyment. And of the four variables has the high average value. It means that the destination image of Yogyakarta as a tourist spot has a good influence on the domestic tourists.

Keywords: Destination Image, Attractions, Behavioral Intentions

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