DETERMINANT FACTORS OF DOMESTIC TOURIST VISIT INTENTION: AN APPLICATION OF EXTENDED TPB MODEL IN SAFE TOURISM (CASE STUDY: MIDDLE TO UPPER CLASS INDONESIAN)

• Main Author: Herdiati Muharromah, Siti
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/66759
• Institution: Institut Teknologi Bandung

Tourism industry has experienced a decline in terms of Gross Domestic Product (GDP) contribution and employment rate in Indonesia because of Covid-19 pandemic. Many efforts have been launched by the Indonesian government for the industry recovery and to meet the expectation on the industry growth and opportunities in 2022. Along with that, new trend of safe tourism have been raising among tourists and changing their behavioral in prioritizing health and safety. Howover, the government does not provide risk-related information on tourism destinations to fulfil this tourist needs. Accordingly, this research aims first, to identify significant factors which influence domestic tourists intention to visit Indonesia tourism destination; second, to predict any alteration on tourist behavior during and later when pandemic ends; and third, to develop suitable strategy to encourage domestic tourists visit intention under safe tourism context. Futhermore, this research used the Theory of Planned Behavior (TPB) with additional factors of perceived risk and electronic Word of Mouth (eWOM) to assess cognitive behavior of domestic tourist in safe tourism context. This research used mixed method of quantitative and qualitative approaches. The quantitative survey was conducted to 347 respondents using purposive sampling technique. The quantitative analysis results using Partial Least Square-Structural Equation Model (PLS-SEM) tools show that perceived risk of Covid-19 and eWOM are factors those significantly influence domestic tourists intention to visit Indonesia tourism destination, mediated by TPB factors, i.e., attitude, perceived behavioral control, and subjective norm regarding safe tourism. Qualitative method was conducted to gather further insight of the alteration of tourist behavioral through interview to 12 informants. As the result, it is predicted that domestic tourists are likely to perform safe tourism during and after the pandemic status is dismissed. As the theoretical contribution, this study has successfully applied the extended TPB model in safe tourism with perceived risk of Covid-19 and eWOM as the additional variables. Then, as the practical contribution, particularly for the Kemenparekraf, there are two proposed strategies as of first, developing Safe Tourism Webmap to provide risk-related information. Second is raising awareness of safe tourism campaign through the Webmap as an effort to encourage e-WOM among tourist, which in turn will increase their intention to visit tourist destination.