The Relationship Between Tourists' Perception and Quality of Destination (Case Study in Sanur, Bali)

Ir. I Putu Eka Nila Kencana, MT, I Putu Eka Nila Kencana (2014) The Relationship Between Tourists' Perception and Quality of Destination (Case Study in Sanur, Bali). Proceeding Tourism in lndonesia, 1. ISSN 1693-1394

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Many researches have been conducted to study and elaborate the relationship between tourists’ perceptions towards quality of destination. The results show the two concepts have significantly related. However, very little had been known about the direction of relationship and measure of this relation. This study aimed to measure the relationship between two concepts where tourist’s perception a priori is positioned as exogenous and quality of destination as endogenous latent variables. Notes that latent variable could not observe directly, tourists’ perception is measured using its indica¬tors, namely: (i) accessibility into and within destination (ACC); (ii) accommodation (HOT); (iii) restaurant (RES); (iv) shopping facilities (SHO); and (v) attractiveness of destination (ATT). Meanwhile quality of destination is measured using three item, namely: (i) intention to revisit the destination (REV); (ii) the matching degrees between tourists’ expectation and reality in destination (MAT), and (iii) intention to recommend the destination (REC). Using Structural Equation Modeling (SEM), the relationship between two latents is examined by asking tourist who visit Sanur, an exotic tourist destination located at Den¬pasar, Bali, to complete 5 Likert-scale questionnaire. Number of tourist participated in this study are 100 people; 70 people came from outside Indonesia and 30 people from other province in Indonesia. Using SmartPLS 2.0 M3 for analyzing the data, from the outer model of SEM the data show that SHO and ACC dominated tourists’ perception with the regression weight are 0.365 and 0.354, respectively. The other indicators have regression weight 0.287 for HOT; 0.212 for RES, and 0.127 for ATT. In inner model examination, tourist’s perception proved significantly has positive effect on quality of destination. The regression coefficient from perception towards quality of destination as much as 0.581 with 33.7 percent of determination power (R2).

Item Type: Article
Uncontrolled Keywords: tourist’s perception, quality of destination, Sanur, SEM
Subjects: L Education > L Education (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Education
Depositing User: Mr. Repository Admin
Date Deposited: 07 Jun 2016 21:58
Last Modified: 21 Jun 2016 05:58

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