FACTORS THAT AFFECT TOURISTS TO VISIT DESA WISATA KALIBIRU
Nurul Komara Fajrin (a*), Dipa Mulia (b)
a) University of Mercu Buana, Jakarta, nurulkomaraf[at]gmail.com
b) University of Mercu Buana, Jakarta, dipa.mulia[at]mercubuana.ac.id
Abstract
The purpose of the study is to investigate the important factors that affect the decision of the tourist to visit the touristic area i.e. “Desa Wisata Kalibaru” which is located in Yogyakarta Province – Indonesia. It is important because number of visitors of that area is declining from time to time. Three independent variables were selected these are Travel Motivation, E-WOM, Destination Image. Two hundred and five respondents involved on this study, all the respondents has already had an experience in visiting the area. The Structural Equation Modeling (SEM) is used to analyze the data by using statistics application Lisrel. The study revealed that all the variables are significantly affect the tourist decision to visit the area.
Keywords: Travel Motivation, E-WOM, Destination Image, Decision to Visit.
Topic: Tourism and Hospitality Management