ANALYSIS OF CONSUMER BEHAVIOUR ON INTENTION TO VISIT TOURISM OBJECTS AND IT’S IMPLICATIONS FOR MARKETING STRATEGY

Leonard Adrie Manafe(1*), Chairul Anam(2)

(1) Sekolah Tinggi Ilmu Ekonomi Mahardhika Surabaya
(2) Sekolah Tinggi Ilmu Ekonomi Mahardhika Surabaya
(*) Corresponding Author

Abstract


This study aims to determine the effect of attitudes and subjective norms on visiting intentions. This research was conducted in three East Java tourist attractions, precisely at Mount Ijen, Madakaripura Waterfall and Mount Bromo with a sample of 90 people. This type of research is quantitative research. Data analysis using multiple linear regression tests. Statistical test results show that attitudes and subjective norms both individually and simultaneously have a positive effect on visiting intentions. Among the two factors tested, attitude is the most dominant factor in influencing visit intention. The results of this study can be a mechanism for the government and tourist destination managers to make integrated steps in organizing tourism. Furthermore, a marketing strategy is needed to increase the number of tourists. The implications of this strategy are guided by existing marketing strategies, namely product strategy, price strategy, place strategy and promotion strategy

Keywords


Attitude, Subjective Norm, Intention, Marketing Strategies, Tourism

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DOI: http://dx.doi.org/10.30998/jabe.v11i1.24515

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