FACTORS INFLUENCE THE INTENTION TO VISIT A DESTINATION IN A MOVIE: A CASE OF YOGYAKARTA CITY IN ‘ADA APA DENGAN CINTA 2’ MOVIE

• Main Author: Eryanti Azizah, Desty
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72319
• Institution: Institut Teknologi Bandung

Travel and tourism industry are become one of the largest and fastest-growing industries in most countries. Since tourists have been the potential consumers of a destination, marketers should concern more on tourists’ perspective and understand their travel’s desire to conduct an effective communication and satisfy them. Among all possible medias, movie has been said as a potential source of a destination in building emotional ties and generating a stimulus that shaped viewers’ perceptions. Despite the fact of the interest in movie tourism, the major issue in movie tourism is whether it is considerable for tourism market. Therefore, understanding the factors behind this phenomenon underlies this research in which using a case of Yogyakarta in 2016 Indonesian Box Office Movie called ‘Ada Apa Dengan Cinta 2’. Related to the objectives, the data were collected through mixed methods by conducting the indepth interview to 15 participants and distributing the online questionnaire to 225 respondents from Jakarta and Bandung aged 16-35 years old. The use of in-depth interview is to have deeper insights and constructing the questionnaire attributes. The tested variables in this research are Movie, Destination Image, Motivation, and Intention to Visit. Several processes to analyze the data consist of reliability and validity analysis, descriptive analysis, correlation analysis, and path analysis. Both qualitative and quantitative results proved that 3P’s movie attributes (place, performance, and personality) have a significant role in triggering the motivation in which found consist of novelty, personalization, and prestige. Moreover, an individual can form certain images of a destination based on what they seen in a movie. Related with a case study, there are six images perceived of Yogyakarta consist of attractive historic attraction and natural attraction, good travel environment and infrastructure, interesting outdoor activities and contemporary theatre, but negative nightlife. The result also showed that people are only influenced by their motivational factors other than the destination images when it comes to the intention to visit a destination. However, the integration planning between destination and movie marketers is necessary to avoid false perception.