THE INFLUENCE OF PERCEIVED VALUE ON VISIT DECISION THROUGH DESTINATION IMAGE IN KARST RAMMANG-RAMMANG NATURAL TOURISM MAROS REGENCY

• Main Author: Rifqi Ananda Putra, Muh.
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80125
• Institution: Institut Teknologi Bandung

The implementation of the perceived value concept in the Rammang-Rammang Karst Natural Tourism is expected to be an effective strategy in enhancing the competitiveness of the tourism sector, as well as boosting the number of visits. This can be achieved by paying attention to the values perceived by tourists, which then contribute to the decision-making process to visit and create a positive destination image. This research employs a quantitative research method using the path analysis technique. The main objective of this study is to explore the impact of perceived value, involving quality/performance value, value of price, emotional value, and social value, on tourists' decisions to visit through the destination image in the Rammang-Rammang Karst Natural Tourism, Maros Regency. The data analysis results conclude that quality/performance value and value of price do not significantly influence tourists' decisions to visit. Conversely, it was found that emotional value and social value have a significant impact on tourists' decisions to visit. Therefore, it can be concluded that the enhancement of emotional value and social value is considered a crucial factor that motivates tourists' decisions to visit the destination. This finding significantly contributes to a deeper understanding of the factors influencing tourists' decisions to visit natural attractions, especially in the Rammang-Rammang Karst Natural Tourism. The practical implications of this research emphasize the importance of attention given by destination managers to aspects such as emotional value and social value to enhance the attractiveness of tourism and strengthen the destination's image in the eyes of tourists. This research can serve as a guide for stakeholders in designing marketing strategies and developing natural tourism destinations.