THE EFFECT OF INDIVIDUAL CHARACTERISTICS AND DESTINATION IMAGE ON WORD OF MOUTH THROUGH VISITOR SATISFACTION AT PEMANDIAN ALAM GANTANG RANI TOURISM OBJECTS IN SIBOLANGIT SUBDISTRICT, INDONESIA
Abstract
The advancement of current technological requires each sector to follow market developments especially in the tourism industry. Local tourism objects have emerged to the surface and are demanded to be able to adjust their services to the desires and needs of visitors who are expected to be able to increase visitor satisfaction and a positive image of a tourist attraction and attract potential new tourists to visit. The purpose of this study was to look at the effect of individual characteristics and destination image on word of mouth through visitor satisfaction at the Pemandian Alam Gantang Rani Sembahe in Sibolangit sub-district. This type of research is associative with quantitative methods. The population of the study was visitors who used the services of the Pemandian Alam Gantang Rani in the designated research time. However, by using a predetermined formula, a total sample of 100 respondents was obtained. The sampling technique used in this study is nonprobability sampling with accidental sampling type. Data collection techniques used questionnaires and interviews. The results of the first sub structure test in this study shows that individual characteristics have a positive and significant effect on visitor satisfaction. Destination image has a positive and significant effect on visitor satisfaction. The results of the second sub-structure test show that individual characteristics have no positive and significant influence on word of mouth. Destination image has a positive and significant effect on word of mouth. Visitor satisfaction has a positive and significant impact on word of mouth. Furthermore, visitor satisfaction is able to mediate between individual characteristic variables with word of mouth. The last hypothesis shows that the visitor satisfaction variable is not able to mediate between destination image variables and word of mouth. Based on the results of this study, the Pemandian Alam Gantang Rani Sembahe has the potential to be the preeminent tourist attraction in the Sibolangit Region because it is able to follow trends and continue to innovate in accordance with the development of the situation.
JEL: L80; L83; L89
Article visualizations:
Keywords
Full Text:
PDFReferences
Ardana, K. Mujiati, N. W. dan Sriathi, A. (2009). Perilaku Organisasi. Yogyakarta: Graha Ilmu.
Chen, C., dan Tsai, D. (2007). How Destination Image and evaluative factors affect behavioral intentions. Tourism Management
Coban, Suzan (2012) The effects of the image of destination on tourist satisfaction and loyality, the case of copadia.
Hanif, A. Kusumawati, A. dan Mawardi (2016). Pengaruh Citra Destinasi Terhadap Kepuasan Wisatawan Serta Dampaknya Terhadap Loyalitas Wisatawan (Studi Pada Wisatawan Nusantara Yang
Kotler, Philip and Kevin Lane Keller (2012). Manajemen Pemasaran. Jakarta: Erlangga.
Nurlestari, Ajeng Fitri (2016). Pengaruh Daya Tarik Wisata Terhadap Niat Kunjungan Ulang Wisatawan Dengan Kepuasan Wisatawan Sebagai Variabel Intervening Pada Taman Safari Indonesia Cisarua Bogor. Jurnal Pariwisata, 1 – 9.
Nurhidayah. 2017. Karakteristik Pengunjung Pada Objek Wisata Danau Cipogas Kabupaten Rokan Hulu. Jom FISIP Volume 4 No. 2, 1 – 14.
Pitana, I. Gde. dan Surya Diarta, I. Ketut (2009). Pengantar Ilmu Pariwisata. Yogyakarta: Penerbit Andi.
Sangkaeng, Stela., Lisbeth Mananeke, Sem G. Oroh (2015). Pengaruh Citra, Promosi Dan Kualitas Pelayanan Objek Wisata Terhadap Kepuasan Wisatawan Di Objek Wisata Taman Laut Bunaken Sulawesi Utara, Jurnal EMBA. Vol.3 No.3 Sept. 2015, Hal.1089-1100.
Sernovitz, Andy (2012). Word of Mouth Marketing: How Smart Companies get People Talking, New York. Penerbit: Kaplan Inc.
Undang-Undang Nomor 9 Tahun 1990 tentang Pariwisata. Undang-Undang Nomor 10 Tahun 2009 tentang Kepariwisataan. Undang-Undang Nomor 23 Tahun 2014 tentang Pemerintah Daerah.
Yoeti, A. O. (2010). Dasar Dasar Hospitality dan Pariwisata. Bandung: Alumni.
DOI: http://dx.doi.org/10.46827/ejmms.v0i0.727
Refbacks
- There are currently no refbacks.
Copyright (c) 2020 Lora Yana Hutagalung, Beby Karina Fawzeea Sembiring, R. Hamdani Harahap
This work is licensed under a Creative Commons Attribution 4.0 International License.
The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.
Copyright © 2017-2023. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing Group. All rights reserved.
This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.
