Revisit Intention: Study on the Yogyakarta Heritage Tourism

Agus Sukarno, Hadi Oetomo, Dyah Sugandini

Universitas Pembangunan Nasional Veteran Yogyakarta

Keywords: Attraction, destinations, quality, motivation, satisfaction, and revisit intention.

Abstract: This examination intends to analyze the influence of attraction, destination quality, tourist motivation, and

tourist satisfaction on the revisit intention to the Heritage Yogyakarta tourism. The sample used was 200

respondents. The data collection method used was a questionnaire. The analytical tool used is Partial Least

Square. The results of the analysis prove the tourist attraction, the quality of tourist destinations, tourist

motivation, and tourist satisfaction have a positive and significant effect on the revisit intention on

Yogyakarta Heritage tourism.

1 INTRODUCTION

Tourism is a sector that plays an important role in

efforts to increase income. This important role is

because tourism is a sector that is considered

profitable and has the potential to be developed as an

asset that is used as a productive source for the

Nation and State. Yogyakarta is a city known as a

city rich in history and cultural heritage. In the field

of tourism, Yogyakarta has a variety of attractions

that are visited by many local and foreign tourists. In

the tourism map, the Special Region of Yogyakarta

ranked second after Bali, and the assessment is

based on several factors that are the strength of

tourism development in the Special Region of

Yogyakarta.

As an effort to increase the number of foreign

tourists who travel in Yogyakarta, especially in

Heritage Yogyakarta tourism objects, it is necessary

to understand tourist attractions, the quality of

tourist destinations, motivation, satisfaction of

foreign tourists and their influence on post-visit

behavior, namely the intention to return as a form of

commitment to satisfaction. Felt by foreign tourists

visiting the Heritage tourist attraction.

Foreign tourists who are satisfied traveling in

Yogyakarta, especially in Heritage Yogyakarta

tourism objects, will greatly affect the intention of

future visits, while foreign tourists who are

dissatisfied will cause customer exit and in the long

run, will cause something very influential because it

can reduce the number of foreign tourists visiting

tourist destinations. The aim of the study in

conducting the effect of tourist attraction, tourist

destination quality, motivation, and tourism

satisfaction on revisit intention.

2 LITERATURE REVIEW

2.1 Revisit Intention

There is a positive relationship between customer

satisfaction, behavior, and performance of the

business after the purchase. Customers who are

satisfied with their purchases will have a positive

effect on behavior after purchase, meaning that

consumers who feel that expectations are met before

purchase with the performance results felt after

purchase will increase purchase commitments such

as repurchase intention, percentage of the number of

purchases, number of brands purchased.

Repurchase intention is defined as is a strong

desire to repurchase (Fullerton and Taylor, 2000).

According to Assael (1998), purchase intention is

the customer's desire to make repeat purchases in the

future. Research conducted by Cronin and Taylor

(2000)

Behavioral literature has largely used “intention”

as a proxy for actual behavior and continuity using

products or services. The concept of revisit intention

stems from the intention to behave. Behavioral

intention is the intention of visitors to re-visit tourist

destinations within a year and their intention to

frequently come back to destinations (Baker and

Crompton, 2000). Revisit intention is consumer

Sukarno, A., Oetomo, H. and Sugandini, D.

Revisit Intention: Study on the Yogyakarta Heritage Tourism.

DOI: 10.5220/0009967501090115

In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management (ICBEEM 2019), pages 109-115

ISBN: 978-989-758-471-8

109

loyalty in terms of behavior (Sugandini, 2003;

Sugandini et al., 2019). Behavioral dimensions of

consumer loyalty according to Zeithaml and Bitner

(1988) include: talking positive things about the

company, revisit intention, recommending

destinations to other people; encourage others to do

business with that company; consider the company

as the first choice in the future. Other factors

involved in evaluating behavioral intentions include

the desire to recommend to others and positive

words. Satisfaction and revisit intention can likewise

be impacted by visitor inspiration. Various

examinations have investigated the impact of travel

motivation on vacation satisfaction (Iso-Ahola,

1989).

Purchase intention, in conjunction with tourist

visits in the purchase of tourism services, is called

behavioral intention to visit. The development of

conceptualization models revisits intention, as stated

by Baker & Crompton (2000). Tian-Cole et al.

(2002) state that perceptions of service quality and

satisfaction are a good predictor of future visitor

behavioral intentions.

Cronin and Taylor (2000) suggested that

perceived service quality perception is a cognitive

response to the services offered, while overall

satisfaction is an emotional response based on the

phenomenon of the overall view. This is also

corroborated by Bolton and Drew (1991), who

provide empirical support for the relationship

between perceived quality and value. Their findings

indicate that perceived service quality explains most

of the variance in service value, and perceived value

is a good measure of overall evaluation by tourists of

service quality rather than perceived service quality.

The relationship between tourist perceptions of

price, quality, and value was tested by Zeithaml and

Bitner (1988), who reported that service quality

would improve perceptions of perceived service

value, and would also bring about the intention to

repurchase.

The specific benefits of customer satisfaction are

said to have a positive relationship with repurchase

intentions and have the potential to be a source of

future income, especially through repurchases, both

cross-selling and upselling. Customer satisfaction

can provide several, including the relationship

between the company and its customers being

harmonious, providing a good basis for repurchase

and creating customer loyalty, and forming word-of-

mouth recommendation benefits that are beneficial

for the company. Customer satisfaction also

reinforces behavior towards the brand and most

likely will lead to purchases of the same brand

(Assael, 1998). From the perspective of the

consumption process, visitor behavior is divided into

three stages, namely: pre-visit, during a visit, and

post-visit (William and Buswell, 2003). The same

thing was stated by Chen and Tsai (2007), which

stated that tourist behavior included visiting options,

subsequent evaluations, and future intentions of

visitor behavior. The next evaluation is the travel

experience or the value and satisfaction received by

the visitor as a whole, while the intention of future

behavior refers to the judgment visitors about being

fit to return to the same destination and willingness

to recommend it to others. The concept of

repurchase intention stems from behavioral

intention.

Lin (2012) explains that the intention to visit

again is the possibility of tourists to repeat activities

or re-visit a destination. Huang and Hsu (2009)

suggested that there are four indicators of the

intention to visit again, namely: (1)Travel

Motivation. Travel motivation is a motivating factor

in the attitude of tourists during a visit to a

destination due to personal satisfaction such as

relaxation, social interaction, or learning culture in

tourist destinations and in the intention of wanting to

visit again. (2) Past Experience. Past experience is

the influence of past tourism experiences on the

attitude of tourists during a return visit of a

destination and in the intention of wanting to visit

again. (3) Perceived Constraint. The perceived

constraint is the influence or perceived constraint on

the intention of tourists to visit again. (4) Attitude

Attitude is the extent to which the attitude of tourists

in mediating the impact of certain factors on the

intention to visit again.

2.2 Tourist Satisfaction

According to Sugandini (2003), Sugandini et al.

(2019), tourist satisfaction with tourist destinations

is related to travel experiences consisting of

accommodation, weather, natural environment,

social environment, and others. Tourist satisfaction

is very closely related to the quality of the tourism

products it receives. Loyalty to destinations in terms

of the destination image is the main aspect of

satisfaction. The return of tourists shows tourist

satisfaction to the destinations they visit.

Tourism products in a tourist destination play an

important role in satisfying visitors. If the

performance of destination tourism products is

higher than tourists' expectations, then a positive

assessment can be realized (Alegre and Cladera,

2009). However, if the performance of the

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destination tourism product is below the

expectations of tourists, then a negative assessment

occurs. When there are positive assessments, tourists

will positively evaluate experiences, and when there

are negative ratings, tourists will evaluate

experiences in negative ways (Yoon and Uysal,

2005).

Previous research has shown that various aspects

of goals contribute, at different levels, to overall

satisfaction (Alegre and Cladera, 2009). Therefore it

seems appropriate to explain tourist satisfaction with

tourist destinations as a complex concept based on

tourist perceptions of various aspects of the

destination. Both satisfaction and intention to return

can also be influenced by tourist motivation.

Different studies have examined the possible

influence of travel motivation on vacation

satisfaction (Iso-Ahola, 1989).

Yoon and Uysal (2005) suggested that travel

motivation might have a direct effect on the

intention to return. Because tourist satisfaction can

influence the choice of destination by potential

visitors, this is seen as a key indicator of the

performance of a destination and its financial results.

The definition of tourist satisfaction has been

discussed for more than 30 years, with various

approaches in the tourism literature.

The indicators of tourist satisfaction, according

to Sugandini et al., (2019) in his research, mentioned

tourist satisfaction consists of five indicators, among

others: conformity of the costs incurred with the

benefits obtained, tourist satisfaction with the

activities/tours displayed, the right decision to visit

the tourist area, travelers believe that the activities or

attractions are good to visit, tourists, if they are

satisfied, will recommend these attractions to other

tourists.

2.3 Attraction (A)

Lew (1987) characterizes a tourist attraction all

components of a vacationer goal that draws travelers

from their perpetual home and allude to the

geological and climatic qualities of a specific area,

exercises in which sightseers can take part as

indicated by the encounters they recollect.

Mayo and Jarvis (1981), characterize attraction

as the apparent capacity of an objective to give

individual advantages. Gartner (1996) characterizes

visitor goals as the focal point of tourist experience

and furthermore focuses on management by saying

that almost all can progress toward becoming

vacation attractions whenever promoted

appropriately and enough displayed.

Hu and Ritchie (1993) characterize tourist

attraction, an impression of one's feelings, beliefs,

and fulfillment for specific people about the desired

perception of a destination to address exceptional

issues and satisfaction. As indicated by Cooper

(1995), tourist attraction has had four-pointers, in

particular: Attraction, Accessibilities, Amenities,

and Ancillary.

The attractions, as indicated by Mayo and Jarvis

(1981), are the apparent capacity of the goal to give

individual advantages. Gartner (1996) characterizes

traveler goals as the focal point of the visitor

experience and furthermore focuses on the

significance of the executives by saying that nearly

all features can become tourist attractions if

marketed properly and adequately presented. A

tourist attraction is a decisive element in a tourism

offer, strong attraction, and other than others makes

a tourist attraction able to motivate tourists to make

a revisit intention to a tourist destination.

H1: Tourism attraction influences the

satisfaction

H2: Tourism attraction influences the revisit

intention

2.4 Destination Quality (DQ)

Quality is a good assumption of the quality of a

product or service. Quality is related to service,

namely how a service serves its customers well and

following consumer expectations. Quality is a

dynamic condition related to products, services,

people, processes, and the environment that meets or

exceeds expectations. Understanding service quality

is defined as consumers' perceptions of the overall

quality of service excellence by consumer

expectations. Service quality is the expected level of

excellence, and control over the level of excellence

is to meet customer expectations.

Quality of service is an effort to meet the needs

and desires of consumers. If the service received is

as expected, the quality of service received by

consumers is perceived as superior quality or can be

said to be ideal. Conversely, if the service received

is lower than expected, the perceived quality of

service is less than optimal. Therefore, the quality of

service depends on the ability of the service owner

to meet consumer expectations consistently.

The quality of tourist destinations is

characterized as a gathering of attractions, facilities,

and services to tourists (Kim and Brown, 2012), and

the mix of these highlights is a travel industry item

at the destination level (Zabkar et al., 2010). Zabkar

Revisit Intention: Study on the Yogyakarta Heritage Tourism

111

et al., (2010) featured the presence of two structures

for arranging the properties for classifying the

attributes of tourist destinations, namely Attractions,

Access, Facilities, Additional Services, and

Available Packages In spite of this general

characterization, the relevant features of a

destination are very setting and the evaluation of the

nature of the destination quality must reflect the

specific attributes that describe a destination (Zabkar

et al., 2010). Past examinations (Lopez-Toro et al.,

2010; Eusebio and Vieira, 2013; Moutinho et al.,

2012), in this manner, utilized distinctive significant

ascribes to survey the destination.

If the quality of a tourist destination is

considered good, it will affect the intention to revisit

a destination and the willingness of tourists to

recommend tourist destinations to others (Eusebio

and Vieira, 2013; Kim and Brown, 2012).

Quality is a dynamic condition related to

products, services, people, processes, and the

environment that meets or exceeds expectations. The

quality of tourist destinations is defined as the

location of a group of tourist attractions, tourist

facilities and services (Kim and Brown, 2012), and

the combination of these features is a tourism

product at the destination level (Zabkaret al., 2010).

Behavioral intention is an important area in

tourism because good intentions show tourist loyalty

(Prayag et al., 2013; Sugandini et al., 2019). If the

quality of a tourist destination is considered good, it

will affect the intention to revisit a destination and

the willingness of tourists to recommend tourist

destinations to others (Eusebio and Vieira, 2013;

Ozdemiret al., 2012; Kim and Brown, 2012).

H3: The quality of the tourist destination affects

the revisit intention

2.5 Tourist Motivation (M)

Motivation is the need that drives an individual to

act with a particular goal to accomplish satisfaction

(Beerli and Martín, 2004). Because the tourism

paradigm is related to humans and human nature,

investigate why people travel and what they enjoy

Individuals choose to go for various reasons and

motives, and this circumstance raises the need to

stimulate an attitude or behavior (Fodness, 1994).

Therefore, behavior can be predicted with inner

motives, such as desires, which direct people to

achieve their goals (Gleitman, 1986). These inner

motives have been described as internal impulses or

personal needs, which can be psychological, social,

and egocentric. Internal motives are associated with

encouragement, feelings, and instincts.

In contrast, external impulses are equated with

environmental, physical, and social factors from

publicity and promotion (Iso-Ahola, 1989).

Therefore, external motives involve mental

representations, such as knowledge and belief. These

concepts assert that people travel because they are

encouraged and drawn to do so by several forces or

factors.

Researchers have previously found that one of

the best ways to understand tourist motivation is to

examine and conceptualize tourist behavior using

encouragement and attraction (Chang et al., 2015).

Individuals are driven by motivational variables to

make travel decisions and are drawn based on the

attributes of the destination (Uysal and Hagan,

1993). The pull factor refers to the attractiveness of

the destination, which motivates people to travel

once a decision is made, such as to a beautiful beach

or for shopping and entertainment.

The pull factor comes from marketing

advertisements, word of mouth, and referrals from

friends and relatives. Moreover, attractiveness

factors, such as advertising, electronic mass media,

spectacle, and entertainment, affect behavior to

travel. The driving factors are internal impulses,

motivational factors that occur due to imbalances

and tensions in the motivation (Fodness, 1994). The

driving factor is the state of mind that creates or

produces a need to travel, such as the need to escape

newness or self-esteem. The need to escape refers to

the desire to change speed and move away from

one's routine. The need for newness refers to the

desire to leave an unknown place or find new

experiences, sensations, or adventures.

The need for self-esteem refers to the need for

recognition, such as discussing trips abroad with

friends who have visited tourist destinations

(Oppermann and Chon, 1997). The driving factor

arises from the motivational factor, which influences

tourists when they search for signs in articles,

circumstances, and occasions to impact their

choices. Attractive components are components that

are propelled by the attractiveness of vacationer

goals (Yoon and Uysal, 2005).

Several tourism studies have addressed topics

such as travel motivation events (Uysal and Hagan,

1993), travel destinations, and motivation with

cultural backgrounds. Push and pull factors work

together in stimulating people to travel. Scientists

have stressed that people have various motives for

searching for travel experiences. Furthermore,

several levels of travel must work together for

various motivations. Also, motivation can change

over time and situations that affect the choice of

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tourist destinations. Individuals choose the

destination offered, as stated above, although some

research has done research on travel motivation and

many motivational theories have been used to

explain the phenomena of tourism activities and

psychological processes in tourism, the results and

effects of motivational studies on tourism behavior

require more than just understanding — the needs

and desires of tourists. In tourism destination

management, maximizing travel satisfaction is very

important for a successful business.

Motivation is formed because it is influenced by

external factors or external factors both driving

factors and pull factors that lead to the desire of

individuals or groups to visit certain tourist

destinations or attractions. said the Motivators

included, tourist attraction, financial ability,

leisure/leisure, and the influence of others.

“Motivation is the need that drives a person to

act in a certain way to achieve the desired

satisfaction” (Beerli and Martín, 2004). Because the

tourism paradigm is related to humans and human

nature, investigate why people travel and what they

enjoy. People decide to travel for different reasons

and motives, and this situation raises the need to

stimulate an attitude or behavior (Fodness, 1994).

Yoon and Uysal (2005) suggest that tourist travel

motivation has a direct effect on the intention to

return.

H4: The motivation of foreign tourists affects the

satisfaction

H5: The motivation of foreign tourists affects the

revisit intention

2.6 Tourist Satisfaction (S) and Revisit

intention (RI)

Satisfaction with tourist destinations relates to travel

experiences consisting of accommodation, weather,

natural environment, social environment, and others.

Tourist satisfaction is very closely related to the

quality of the tourism products it receives. The

overall impact of satisfaction with various aspects of

the goal has on the intention of tourists to visit again

or recommend it to others has been analyzed by

Alegre and Cladera (2009). Alegre and Cladera

(2006) show that tourist satisfaction has a positive

effect on revisits intention to destinations.

H6: Tourist satisfaction affects the revisit intention

3 RESEARCH METHODS

This research is a quantitative study using survey

methods. This research was conducted at the

Heritage tourist attraction in Yogyakarta. The

population in this study is all foreign tourists visiting

tourist objects in Yogyakarta Heritage. This study

uses a method of non-probability sampling, while

the sampling method used is convenience sampling.

Jumlah of sample is 200 people.

4 RESULTS

Table 1 shows the characteristic of respondents.

Table 1: Characteristics of Respondents

Description %

Gender

Women 48

Men 52

Employment of Private Employees 37

Students / Students 25

Civil Servants 7

Entrepreneurs 25

Others 6

Country of Origin

Argentina, Canada, Philippines, Portugal, Qatar, 5

Belgium, Denmark, England, France, Germany,

Netherlands, Italy.

China, Japan, Malaysia,

Philippines, Singapore, South Korea, Thailand.

Spain, Hungary, Russia 12

USA 6

Figure 1 seen the results of data analysis using

Partial Least Square regarding the influence of

attraction, quality of destinations, tourist motivation

and satisfaction of foreign tourists towards the

revisit intention

Revisit Intention: Study on the Yogyakarta Heritage Tourism

113

Figure 1. The models of Revisit Intention on foreign

tourists Heritage

The result of indirect effects for each mediating

variable can be seen in table 2.

Table 2. Indirect effects

Specific Indirect Effects

A S  RI 0,031

DQ  S  RI 0,128

M  S  RI 0,171

Based on the analysis of data obtained, R

(Satisfaction) of 0.629 and R

(Revisit Intention) of

0642. The value for Q2 (predictive relevance) is

0.667. Table 3 shows the p-values for each

relationship.

Table 3. p-value

Original Sample (O) P Values

ARI 0,123 0,003

A S 0,091 0,024

DQ  S 0,379 0,000

M  RI 0,496 0,000

M  S 0,507 0,000

S  RI 0,337 0,000

a. The coefficient of determination (R

)

The coefficient of determination (R

) shows that

satisfaction is influenced by Attraction, Destination

quality, and motivation for the remaining 62.9% by

37.1%, influenced by other factors that are not

included in the model. While revisit intention is

influenced by attraction, motivation, and satisfaction

by 64.2%, the remaining 35.8% is influenced by

other factors not found in the model.

b. Q-square predictive relevance (Q2)

Satisfaction, Attraction, Destination quality, and

motivation influence revisit intention of 66.7%, and

the model in this study can not detect the remaining

33.3%.

c. P-value

All variables have a p-value of less than 0.05 so all

relationships that exist are significant and all

proposed hypotheses are supported

5 CONCLUSIONS

Based on the results of research that has been done,

the researcher can draw the following conclusions:

(1) the attractiveness of tourism has a positive and

significant effect on satisfaction and revisit

intention. (2) The quality of the destination had a

positive and significant effect on satisfaction. (3)

The motivation of tourists had a positive and

significant effect on satisfaction and revisit

intention. (4) Tourist satisfaction had a positive and

significant effect on revisit intention

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