UNDERSTANDING THE MOTIVATION BEHIND INDONESIAN MILLENNIAL TRAVELERS IN CHOOSING A DESTINATION AND EXAMINING ITS CORRELATION ON REVISIT INTENTION

• Main Author: Nifili Lase, Astri
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49458
• Institution: Institut Teknologi Bandung

The tourism industry makes each region need to develop the potential of the area to be a place of tourism which will help in the development of a better region. In Indonesia, the trend of domestic travelers was significant from 250 million to 270 million from 2013 to 2017. This is because of the consumption pattern of millennials more than others age. Millennials are a dominant factor in the age to come as new travelers impact on increasing the quality of the destination which has the highest purchasing and activity rates on social media to connect with other people. However, there is no empirical study identifying Indonesian travelers motives. The phenomenon also stated only several destinations could make the businesses survive amid the dynamic frequency of tourist arrivals today. The average room occupancy rate from the Ministry of Tourism Indonesia has decreased from 2018 to 2019 and the overall record is also very dynamic. It can be concluded not all potential destinations are guaranteed to maintain long-term engagement with travelers. The study from Yoon and Uysal found that the background behavior might affect the future on revisit destination or willingness to recommend others. Therefore, by knowing millennial travelers could be determinant of the quality assessment after they received offered services from a tourism destination whether it could be sustaining for future or just temporary attraction for them. This research aims to provide the relationship between push and pull motivation toward their intention to revisit in a destination. Using online surveys consist of 401 Indonesian millennial travelers between the month of March 2020 until June 2020. Millennial characteristics in this study are 20 until 40 years old and like to travel minimum once in a year. The current state from 12 factor dimension is discussed and a multiple linear regression analysis was carried out to examine the relationship among variables. The result confirms the significant effect from pull motivation toward revisit intention. The research ends with the implication effects of the findings of the analysis and recommendations for future studies.