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PENGARUH PRODUK WISATA, DAN WORD OF MOUTH TERHADAP KEPUTUSAN BERKUNJUNG DENGAN CITRA DESTINASI SEBAGAI VARIABEL INTERVENING (Studi Pada Obyek Wisata Colo Kudus)

*Sheila Zara Zakia  -  , Indonesia
Widiartanto Widiartanto  -  , Indonesia

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Abstract
Tourism is one of the fastest growing industries today. Consequently, people think that travelling is a
lifestyle nowadays. The developing tourism business industry creates high competition among tourism
destinations. The organizers of tourism destinations are competing to increase the number of tourist visitors.
Tourism Site in Colo Kudus which is the main tourist destination of Kudus Regency, is prioritized to gain more
visitors. However since 2010 until 2014 there was a fluctuation in decline of tourist visitors.
The purpose of this study is to find out the influence of tourism products, and word of mouth to the
decision to visit the destination’s image as an intervening variable study of Tourism Site in Colo Kudus. The
type of researh is explanatory research. Questionnaire were adopted for data collection in this study. Hundred
people were employed as respondent by convenience sampling technique. The respondents were Tourism Site in
Colo Kudus who have made a purchase of at least two times over the last three years. This research is uses
qualitative and quantitative analysis technique. Quantitative analysis use validity test, reliability test,
correlation coefficient, two-stage regression analysis, the coefficient of determination, a signification test (t
test).
The result of this research approved that tourism products (X1), and word of mouth (X2) simultaneously
can influenced destination’s image (Y1) and decision to visit (Y2). According the result of two-stage regression
analysis showed that visitors’ destination’s image (Y1) variable is not intervening variable word of mouth (X2)
to the decision to visit (Y2) in this research.
Based on the results, the researcher suggests that Tourism Site in Colo Kudus management has to
improve infrastructures such as roads and road signage, provision of public transportation, provide innovation
on tourism products, so the tourist numbers can increase.
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Keywords: tourism products, word of mouth, destination’s image, decision to visit

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