INFLUENCE OF DOMESTIC CUSTOMER PERCEIVED VALUES ON CUSTOMER SATISFACTION, WOM AND REVISIT INTENTION FOR SUSTAINABLE INNOVATIVE ECOTOURISM IN INDONESIA

• Main Author: Devin Susanto, Cherissa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/81711
• Institution: Institut Teknologi Bandung

The tourism industry in Indonesia is becoming very competitive with many new tourist destination opening up. In the competitive market, there is a need for tourism destination to emphasise on revisit intention. The study will examine the perceived values of tourists for the tourism industry in Indonesia and uncovers the factors customer perceived value (CPV) associated with WOM, revisit intention as well as tourist satisfaction. There have been researches linking CPV with customer satisfaction and revisit intention or studies on purchasing factors with customer satisfaction, loyalty and WOM. However, there is no specific paper that uncovers the connection between the 5 independent variables of CPV and 3 dependent variables, customer satisfaction, WOM and revisit intention. The study aims to uncover the links between each factors that will impact significantly towards tourism industry in Indonesia. The method used in this study is quantitative research in which will include a distribution of questionnaires national wide is collected as the data used for the primary data analysis. This study will use SEM-PLS to analyse the multiple regression with intervening variable. The respondents of this study will be taken randomly among the tourists from the minimum age of 20 years old in order to generalise findings throughout the country. In answering the 50 questions, the method of Likert Scale will be used to determine the answers of “Disagree” to be the scale of 1 and “Agree” to be the scale of 5. The questionnaires will be gathering 385 samples in the study according to Slovin’s Formula to get unbiased result from the convenient sampling. The result of the study shows that different perceived values have different effect on each dependent and the intervening variable that enable marketers to create effective promotion and marketing strategies. The result shows significant direct connection linking the CPV factors with customer satisfaction and revisit intention separately as well as indirectly towards WOM. Customer satisfaction can affect WOM positively as well as revisit intention. There is also a positively important link between WOM and revisit intention that marketers have to research into in creating marketing strategies. As the result of CPV towards customer satisfaction or revisit intention in each industry is different, the linkages shown in this study offers readers with a deeper understanding of customers in the tourism industry. Hence, it is important to understand the significant factors that will affect customers’ satisfaction and their decision to revisit in a more in-depth manner. It is important to educate business owners and the locals to understand the issues behind the factors affecting customers in making decisions. Tourism affects the area’s economy as well as the country’s economy. Future research can study the methods of implementing the factors used to influence customers revisit intention in order for tourism businesses to successfully retain customers. The key managerial implication is to enhance the destination attributes and effectively implement the strategies to gain competitive edge against other competitors.