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THE EFFECT OF DESTINATION IMAGE AND SOCIAL
INFLUENCE ON VISITING INTENTIONS AND VISITING
DECISIONS AT MUSEUM
Nengah Mekka Sucia Noviana
1
, Gusti Noorlitaria Achmad
2
, Sri Wahyuni
3
123
Faculty of Economics and Business, University of Mulawarman Samarinda, Indonesia
[email protected]m
1
, gusti.noorlitaria.achmad@feb.unmul.ac.id
2
, sri.wahyuni@feb.unmul.ac.id
3
KEYWORDS
Destination Image,
Social, Visiting,
Museum
ABSTRACT
The purpose of this study was to analyze and prove the effect of
destination image and social influence on visiting intentions and
visiting decisions on visitors to the Mulawarman museum in Kutai
Kartanegara Regency. This study used 120 respondents and this
study used a survey method with a sample in Kutai Kartanegara
Regency with the Accidental Sampling Method sampling technique.
Respondents were only interviewed once when they met (cross
section). Data from respondents (Primary Data) was then tabulated
and tested using statistical methods. Data were collected using
research tools (questionnaires). Based on the results of the analysis
and discussion, it can be concluded that the image of the destination
has a significant effect on the visiting intentions of visitors. So the
better the image of the destination, the higher the intention to visit.
Social has no significant effect on visitors' intention to visit. So the
better the social level, the higher the intention to visit. The image of
the destination has no significant effect on the decision to visit the
visitors. So the high or low level of the image of the destination does
not affect the decision to visit. Social influence has a significant
effect on the decision to visit. So the better the social level, the
higher the decision to visit. Intention to visit has a significant effect
on the decision to visit. So the higher the intention to visit, the
higher the decision to visit.
INTRODUCTION
The marketing of the tourism sector has long been believed to play an important role
in supporting the economic sector in Indonesia and other developing countries and even in
developed countries around the world. The tourism sector contributes to foreign exchange
earnings, provides more jobs, opens up business opportunities for the community, and creates
a foreign currency turnover to Indonesia (Adilang, Oroh, & Moniharapon, 2014).
Tourism is one of the strategic sectors and has an important role as a source of foreign
exchange and encourages national economic growth. Since March 2020, the Covid-19
pandemic has begun to enter Indonesia, and the cumulative infection curve has not tilted and
is still increasing exponentially to date. This phenomenon has resulted in a contraction or the
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creation of the Indonesian economy with negative economic growth, as well as creating very
bad conditions for the tourism sector (Ajzen, 1991).
This diversity of manifestations of tourist behavior, in various stages or phases,
complicates the approach to observing it, but at the same time it also shows the importance of
providers or destinations for monitoring tourism activities. Knowing tourist behavior is a key
element in assessing the work of tourism planners and service providers so far, as well as in
planning and implementing tourism services in the future (Ali, Ghufran, Nawaz, & Hussain,
2019).
The object of research is the Province of East Kalimantan, especially Kutai
Kartanegara, where historical relics are still well preserved by the local government, one of
which is the object of the researcher, namely the Mulawarman Museum. Which is where the
tour has great potential in the field of tourism. Some of the variables raised in this study are
Destination Image and Social Influence. Two factors that influence the Intention to Visit and
forming the Visiting Decision (Baloglu & Brinberg, 1997).
The Mulawarman Museum is a museum in Tenggarong, East Kalimantan, Indonesia.
Located near Mahakam River. This museum is a former palace built by the Dutch during the
1930s which was once the power base where 19 (nineteen) sultans ruled. The museum
contains historical statues and antiques, ancient furniture, bedrooms decorated with hand-
woven 'doyo' fabrics, and items from the Ming, Qing and Yuan dynasties. This museum
contains a Balinese puppet theatre, donated by the Sultan of Yogyakarta (Bartels &
Hoogendam, 2011).
This museum was built by adopting the traditional architecture of the Dayak tribe in
Kutai. Discover the best tourist attractions in Kalimantan, Indonesia including the
Mulawarman museum, Sambas Regional museum, Kapuas Raya museum, Alri monument
division IV Kalimantan defense, Lambung Mangkurat Banjarbaru museum, Wasaka museum,
Sadurengas Palace Museum, Dahor Heritage Balikpapan, Dara Juanti museum, Sendawar
Ethnography Museum . This museum has one of the most complete collections in Indonesia
(Crompton, 1979).
The following is the last updated visitor data carried out by BPS on the number of
visitors to the Mulawarman Museum:
Table 1 Number of visitors
Domestic
Overseas
Amount
Domestic
Foreign
Total
Mature
Children
Mature
Children
Adult
Child
Adult
Child
-2
-3
-4
-5
-6
2 662
9 697
21
-
12 380
3 058
3 543
47
-
6 648
7 500
2 874
33
-
10 407
4 702
2 061
42
-
6 805
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5 241
2 711
27
-
7 979
5 509
2 946
49
-
8 504
1 101
355
12
-
1 468
12 157
5 540
48
-
17 745
4 317
1 937
61
-
6 315
6 443
2 582
20
-
9 045
5 603
2 619
33
-
8 255
8 918
2 875
42
-
11 835
67 211
39 740
435
-
107 386
61 508
27 010
346
3
88 867
90 189
30 764
307
6
121 266
66 658
24 559
288
5
91 510
71 702
31 525
200
5
103 432
Source: BPS processed by researchers
From the table above, it can be seen the increase and decrease in the number of
visitors to the Mulawarman museum from 2015 to 2019. The targeted data obtained was in
2019 with a total of 67,211 visitors. In 2020 BPS has not updated the number of visitors to
the Mulawarman museum, it could be due to conditions that occurred during the pandemic
where the Mulawarman museum was not opened in an uncertain time until now (Gartner,
1994).
Tourist behavior is the most important indicator or predictor of tourist behavior in the
future. By considering the social role of tourists, the behavior of individual tourists can also
be an indicator of the behavior of others. With their behavior, tourists establish social norms
of behavior in the tourism context. These norms are also followed by other consumers; who
have not engaged in travel or tourist behavior, as well as those who do (Hania & Pangestuti,
2016).
Based on previous research conducted by Asiku et al. 2020 The Influence Of Image
Destination On Revisit Intention And Word Of Mouth Trough Tourist Satisfaction (Study On
Tourism Pulo Love Eco Resort, Boalemo District)” analyzes Destination image and visiting
intention The structural equation modeling analyzes SEM – PLS Destination image variable
has a significant effect on intention visited. Purnama & Wardi (2019) “The Influence of
Destination Image, Tourists Satisfaction, and Tourists Experience toward Revisit Intention to
The Most Beautiful Village in The World (Nagari Tuo Pariangan)” Destination image and
visiting intention The structural equation modeling analyzes SEM – PLS. The destination
image variable has a significant effect on the intention to visit (Jani & Han, 2011).
The results of research conducted by (Hania & Pangestuti, 2016) The Influence Of
Electronic Word-Of-Mouth And Destination Image On Visit Decision Through Visit
Intention As Intervening Variable “Destination image, WOM and visiting decision The
structural equation modeling analyzes SEM – AMOS Image variable Destinations have a
significant effect on the decision to visit (Al-Kwifi, 2015) entitled “The Impact Of
Destination Images On Tourists' Decision Making A Technological Exploratory Study Using
FMRI” Destination image, WOM and visiting decision The structural equation modeling
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analyzes SEM Destination image variables have a significant effect on decisions visit
(Khasanah, 2013).
The research on GAP results conducted by (Al-Kwifi, 2015) "The Influence of
Privacy, Social Influence on Online Purchase Intention: Trust as a Mediation Variable"
Social influence and purchase intention. The analytical tool used is SEM-PLS. There is a
social influence variable that has a significant effect on the interest of Komalasari et al 2021
"Factors Influencing Purchase Intention in Affecting Purchase Decision: A Study of E-
commerce Customer in Greater Jakarta" Social influence and decision The analysis tool used
is SEM There is a social influence variable that has a significant effect on decisions. Research
conducted by Rahmaningtyas et al 2017 "Factors Affecting Online Purchasing Of Local
Food". Factors Affecting the Purchase of Regional Specialty Foods Online Social influence
and purchase intention. The analytical tool used is SEM-PLS. There is a social influence
variable that has a significant effect on the interest of (Hania & Pangestuti, 2016) "Intention
to buy, interactive marketing, and online purchase decisions". Purchasing intention and
purchase decision analysis used is SEM. Interest variables have a significant effect on
decisions (Lyu & Lee, 2013).
From previous research, researchers want to prove whether the image of the
destination and social influences affect the intention to visit and can influence the decision to
visit the Mulawarman museum. Whether the variables that have similarities with previous
researchers can find results that support previous research or do not support previous
research, see researchers using different respondents, different objects, different regions and
geographical conditions (MacInnis & Price, 1987).
According to behavioral theory, especially consumer behavior that a person or
consumer will decide to buy, use or choose (decision) a product or service does not depend
on how the consumer's own interest (intention) is.
In this study, the predictive variables or variables that shape or influence visiting
decisions and visiting intentions are the image of the destination and social influences which
are used as exogenous variables that either directly affect the endogenous variables of visiting
decisions and affect visiting intentions. The two variables are considered to have an influence
on the attitudes and behavioral interests of museum visitors. There is still a gap between
marketing researchers regarding the relationship between destination image variables and
social influences on visiting decisions (attitudes when choosing, buying attitudes, using
attitudes or visiting attitudes) (McKenna & Bargh, 2000). The research results are still
diverse, which encourages researchers to conduct research with different objects, namely the
application of tourism, because research with the object of products, services, online
shopping, electronic money, tourism, mobile banking has been widely studied. The next
phenomenon is that researchers still find research results published in international journals
about destination image variables and social influences on visiting intentions, which in
conclusion the research results are still diverse. There are some whose research results have
been shown to have a significant effect on intentions and there are also those whose research
results are not significant and on the decision to visit (Moore, Rodger, & Taplin, 2017).
From the explanation above, to find out the influence of destination image, social
influence, interest in visiting, and the decision to visit can be done through a study entitled
The Effect of Destination Image and Social Influence on Visiting Intentions and Visiting
[ The Effect of Destination Image and Social Influence on Visiting
Intentions and Visiting Decisions at Museum]
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Decisions at the Mulawarman Museum, Kutai Kartanegara Regency during the Covid-19
Pandemic Period. 19.
METHOD RESEARCH
This study uses a quantitative research approach. The quantitative approach aims to
test theories, build facts, show relationships between variables, provide statistical
descriptions, estimate and predict the desired results. This study consists of 4 variables,
namely the independent variable (X), namely Social Influence and Destination Image. the
dependent variable (Y) is the intention to visit and the decision to visit the Mulawarman
museum visitors. The population used in this study is people who have visited the
Mulawarman museum in Kutai Kartanegara. The number of samples selected for this study
was 120 respondents. In this study the authors used two sources of data, namely primary data
and secondary data. The data collection technique that will be carried out in this study is to
distribute a list of questions in the form of statements, or questionnaires in writing or online
with closed answers. The data analysis technique in this study is in the form of descriptive
analysis, which is a technique to express and explain the opinions of respondents based on
answers from research instruments that have been proposed by researchers. From the data
that has been collected, then a descriptive data analysis is carried out, namely by describing
objectively and systematically the situation in the field.
RESULTS AND DISCUSSION
A. RESULT
1. Research Instruments Validity and Reliability Test Results
In this study there is a validity test and reliability test for the instrument on each item
in this study which aims to test and find out whether the answers from respondents in this
study are valid or the questions on the questionnaire can be understood by respondents, and
reliable or respondents' answers can be said to be consistent. Items from research instruments
according to Sugiyono (2012) can be declared valid if the Pearson Correlation value on each
item has a value greater than or equal to 0.30. And also the instrument in a study can be
declared reliable or has a consistent answer if the value of Cronbach's Alpha on each item is
greater than or equal to 0.60. The results of testing the validity and reliability of the research
instrument in this study used the SPSS (Statistical Package for the Social Sciences) software
version 23. The following table contains a summary of the results of the validity and
reliability test of the instrument on each item used in this study.
Table 2 Test of Validity and Reliability
Variable
Code
Correlation
coefficient
Note.
Reliability
X 1
Destination image
X 1.1
0 .707
Valid
0.770 ( Reliable ) _
X 1.2
0.697 _
Valid
X1.3
0.693
Valid
X2
Social Media
X2 .1
0.815 _
Valid
0.801 ( Reliable ) _
X2 .2
0.794 _
Valid
X2.3
0.624
Valid
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Y1
Vote Intention
Y1.1
0.841 _
Valid
0.832 ( Reliable
)
Y1.2
0.825 _
Valid
Y1.3
0.780 _
Valid
Y2
Voter's Behavior Decision
Y2.1
0.412 _
Valid
0.6 30
(Reliable)
Y2.2
0.5 39
Valid
Y2.3
0.507 _
Valid
Source: Created by Researchers 2022
Based on the table states that the destination image variable (X1) which has 3
indicators using SPSS statistical software shows that the results of each instrument item are
declared valid because each item has a Pearson Correlation value of more than 0.30 and is
declared reliable because the Croanbach Alpha value is more than 0.60.
The social influence variable (X2) which has 3 indicators using SPSS statistical
software shows that the results of each instrument item are declared valid because each item
has a Pearson Correlation value of more than 0.30 and is declared reliable because the
Croanbach Alpha value is more than 0.60. . then this instrument can be used by
The visit intention variable (Y1) which has 3 indicators using SPSS statistical
software shows that each instrument item is declared valid because each item has a Pearson
correlation value of more than 0.30 and is declared reliable because the Cronbach alpha value
is more than 0.60
Finally, the decision variable to visit (Y2) which has 3 indicators using SPSS
statistical software shows that the results of each instrument item are declared valid because
each item has a Pearson Correlation value of more than 0.30 and is declared reliable because
the Croanbach Alpha value is more than 0.3 60.
2. Hypothesis Testing Results
This result aims to find out whether a hypothesis made in this study can be proven or
not, then the data that has been collected in accordance with the number of samples that have
been determined is then carried out a statistical test with the help of AMOS software version
23. The hypothesis is declared proven if the Probability value is more is less than 0.050 or the
Critical Ratio value is greater than 1.96. The results of hypothesis testing can be seen in the
following table:
After conducting data analysis and hypothesis testing using the SEM analysis tool
with the help of AMOS software version 23.
Table 3 Hypothesis test results
Variable
Standardize
Path
Coefficient
CR
(Critical
Ratio)
Probability
Information
C D – NM
0.292 _
2,265
0.024
Significant
PS – NM
0.318 _
-0.883
0.377
Not Significant
C D – KM
0, 105
0.416
0.677
Not Significant
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PS – KM
0.198 _
2.052
0.040
Significant
NM – KM
0.094 _
3,298
***
Significant
Source: Data in 2022 Researcher
3. Hypothesis Testing 1 (One)
Based on the results of the first hypothesis test which states that it is suspected that the
destination image variable has a significant effect on the visiting intention variable which
shows a Critical Ratio (CR) value of 2.265 with a probability number of 0.024. This value
meets the requirements for the acceptance of the first hypothesis, it can be stated that the
hypothesis is proven.
a. Hypothesis Testing 2 (two)
Based on the results of the second hypothesis test which states that it is
suspected that the social influence variable has no significant effect on the visiting
intention variable which shows the Critical Ratio (CR) value of -0.883 with a
probability number of 0.377. This value does not meet the requirements for the
acceptance of the second hypothesis, it can be stated that the hypothesis is not proven.
b. Hypothesis Testing 3 (Three)
Based on the results of the third hypothesis test which states that it is
suspected that the destination image variable has no significant effect on the visiting
decision variable which shows a Critical Ratio (CR) value of 0.416 with a probability
number of 0.677. This value does not meet the requirements for the acceptance of the
third hypothesis, it can be stated that the hypothesis is not proven.
c. Hypothesis Testing 4 (four)
Based on the results of the fourth hypothesis test which states that it is
suspected that the social influence variable has a significant effect on the visiting
decision variable which shows the Critical Ratio (CR) value of 2.052 with a
probability number of 0.040. This value meets the requirements for the acceptance of
the fourth hypothesis, it can be stated that the hypothesis is proven.
d. Hypothesis Testing 5 (five)
Based on the results of the fifth hypothesis test which states that it is suspected
that the intention to visit variable has a significant effect on the visiting decision
variable which shows a Critical Ratio (CR) value of 3,298 with a probability number
of ***, this value meets the requirements for the acceptance of the fifth hypothesis,
then the hypothesis can be stated it is proven.
4. Model Fit Test Results
In this stage, testing is carried out on the suitability of the model through a study of
various goodness of fit criteria. Several conformity indices and their cut off values are used to
test whether a model can be accepted or rejected.
Viewed from the table shows that the results of the goodness of fit index test that meet
the cut of value are Chi-square, Significancy Probability, RMSEA, CMIN/DF, TLI, and CFI
with the values listed in the table, the research model in this study can be stated fit and
several tests produce results close to fit or marginal fit.
Table 4 Test Results of the Goodness of Fit Index Overall Model
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Goodness of Fit index
Cut of Value
Model Results
Information
C hi-square
Small
50.595
Marginal Fit
Significancy Probability
0.05
0.3
Fit
RMR
0.10
0.037
Fit
RMSE A
0.08
0.021
Fit
GFI
0.90
0.93
Fit
AGFI
0.90
0.88
Marginal Fit
CMIN/ DF
1.00- 2.00
1.054
Fit
TLI
0.95
0.98
Fit
CFI
0.95
0.98
Fit
Source: Data has been processed by researchers, 2022
5. Loading Factor
The value or score of the loading factor is the weight of each indicator or item as a
measure of each variable studied in this study. An indicator that has a loading factor with a
large value is the strongest variable measuring indicator. The following is an explanation of
the loading factor of each research variable:
a. Loading Factor Variable Destination image (X1)
The results of confirmatory factor analysis on indicators or items from the
destination image variable (X1) which has 3 indicators The weight or value of the
loading factor of each indicator can be seen in the following table:
Table 5 Loading Factor Destination image variable (X1)
Indicator
Standardize Loading Factor
Information
X1.1
0.411
X1.2
0.622
Strongest
X1.3
0.466
Source: Data has been processed by researchers, 2022
So it can be stated that of all the destination image indicators (X1) used in this
study the most influential is the X1.2 indicator with a loading factor value or weight
of 0.622.
b. Loading Factor Social influence variable (X2)
The results of the confirmatory factor analysis on indicators or items from the
social influence variable (X2) which have 3 indicators
Table 6 Loading Factor Social influence variable (X2)
Indicator
Standardize Loading Factor
Information
X2.1
0.794
Strongest
X2.2
0.664
X2.3
0.349
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Source: Data has been processed by researchers, 2022
So it can be stated that of all indicators of social influence (X2) used in this
study the most influential is the indicator X2.1 with a value or weight of loading
factor of 0.794.
c. Loading Factor Variable Intention to visit (Y1)
The results of the confirmatory factor analysis on indicators or items from the
variable of intention to visit (Y1) which are 3 indicators
Table 7, Loading Factor Variable intention to visit (Y1)
Indicator
Standardize Loading Factor
Information
Y1.1
0.785
Highest
Y1.2
0.748
Y1.3
0.615
Source: Data has been processed by researchers, 2022
So it can be stated that of all the indicators of intention to visit (Y1) used in
this study the most influential is the Y1.1 indicator with a value or weight of a loading
factor of 0.785.
d. Loading Factor Visiting decision variable(Y2)
The results of the confirmatory factor analysis on indicators or items from the
visiting decision variable (Y2) which are 3 indicators
Table 8 Loading Factors Visiting decision variables (Y2)
Indicator
Standardize Loading Factor
Information
Y2.1
0.405
Strongest
Y2.2
0.370
Y2.3
0.373
Source: Data has been processed by researchers, 2022
So it can be stated that of all the visiting decision indicators (Y2) used in this study the
most influential is the Y2.1 indicator with a loading factor value or weight of 0.405.
6. The description of Confirmatory Equations and Structural Equations
Confirmatory equations and structural equations are translations of the model used in
this study, confirmatory equations translate about the relationship of variables to the
indicators used as a measuring tool for the variables used in this study, while the structural
equation is a translation of the path or path of the relationship between the variables.
variables used in this study. The following are the results of the equations obtained after
performing the k statistical test with the help of AMOS software.
B. DISCUSSION
1. Influence of destination image on visit intention
The results of the first hypothesis test which stated that it was suspected that the
destination image variable had a significant effect on the visiting intention variable which
showed a Critical Ratio (CR) value of 2.265 with a probability number of 0.024. This
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value meets the requirements for the acceptance of the first hypothesis, it can be stated
that the hypothesis is proven.
This proven hypothesis is in line with the statement from (King et al., 2015)
Destination image has become one of the most popular research topics in tourism.
Assaker (2014) defines image as a set of ideas, expectations, and emotional thoughts that
tourists retain from a destination or represent associations and pieces of information
connected to the destination.
(Chen and Tsai, 2017). Destination image plays an important role in destination
selection, decision-making processes and selection of activities at destinations such as
accommodation, attractions to be visited, activities to participate in tourism activities,
behavior, including experience at the destination, evaluation and loyalty to certain
destinations.
This can be interpreted that the image owned by the Mulawarman museum has a
role in increasing one's interest in his mind. The image of the destination has met the
expectations in the minds of the visitors so that it can increase their interest in visiting the
Mulawarman museum. Affective as the strongest loading factor means that visitors
subjectively like the image of the Mulawarman museum, from its image as the largest
historical relic in Kutai Kernanegara Regency which is even currently still active in its
management, causing a positive impact on the hearts of visitors.
2. Social influence on intention to visit
The results of the second hypothesis test which stated that it was suspected that
the social influence variable had no significant effect on the variable of intention to visit
which showed a Critical Ratio (CR) value of -0.883 with a probability number of 0.377.
This value does not meet the requirements for the acceptance of the second hypothesis, it
can be stated that the hypothesis is not proven.
Based on the results of the analysis of this hypothesis is not in line with the
statement of Venkatesh et al. (2013) defines social influence as showing the extent to
which an individual's perception of something that other people believe in the use of the
new system.
This result is also not in line with Wang and Chou (2014), social influence refers
to how other people influence one's behavioral decisions. Social influence is related to
external pressure (from important people in one's life, such as family, friends, and
supervisors at work).
The results of the analysis show that the strongest indicator of the influence of
social experience has not been able to increase interest in visiting because according to
visitors their experience only raises excessive expectations of the object, they feel that
their own experience is trusted and increases interest in visiting the Mulawarman
museum. This means that no matter how good or bad the social or environmental
experience they have, they don't want to believe it before they visit the Mulawarman
museum themselves.
3. Influence of destination image on visiting decision
the results of the third hypothesis test which stated that it was suspected that the
destination image variable had no significant effect on the visiting decision variable
which showed a Critical Ratio (CR) value of 0.416 with a probability number of 0.677.
This value does not meet the requirements for the acceptance of the third hypothesis, it
can be stated that the hypothesis is not proven the third hypothesis is not in line with the
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results proposed, The affective image component represents the emotional response of
tourists or destination assessments. Stated that tourist destination brands can be achieved
by managing the image of the destination, especially by producing a unique image that
can strengthen the overall perception of potential tourists from the destination and can
differentiate the destination from other destinations.
This means that even though in the minds of visitors the expectations have been
fulfilled, visitors still think again to visit the Mulawarman museum, this is because even
though their expectations are fulfilled they still feel that they still find some information
about the bad image of the Mulawarman museum, thus lowering their decision to visit the
Mulawarman museum.
4. Social influence on the decision to visit
The results of the fourth hypothesis test which stated that it was suspected that the
social influence variable had a significant effect on the visiting decision variable which
showed a Critical Ratio (CR) value of 2.052 with a probability number of 0.040. This
value meets the requirements for the acceptance of the fourth hypothesis, then it can be
stated that the hypothesis is proven
This result is in line with the thoughts of (Al-Kwifi, 2015) which means that
which includes groups (reference groups, aspiration groups and member groups), family,
roles and status. Outside influence from other people on purchasing decisions either
directly or indirectly. Social factors include factors that significantly influence consumer
behavior.
The results of this hypothesis support the statement of Ali et al., 2019 which states
in their research that social influence is influenced by Experience (usually someone can
have the desire to use, buy, or visit only because of a good experience that has been done
by others). Knowledge (information received by someone about a place can increase a
person's desire to visit). Perception (other people's experiences can change and bring up
good perceptions in one's mind)
Internal social influences such as family and friends can be reasons that can affect
the emotional end of visiting the Mulawarman museum such as visitors being invited to
year-end family holidays, school holidays, and holidays. External influences can also be a
demand for visitors to visit the Mulawarman museum such as office events, research
visits, etc. This is because the information possessed by the social environment indirectly
moves someone to visit the Mulawarman museum
5. The effect of visiting intentions on visiting decisions
The result of the fifth hypothesis test which states that it is suspected that the
visiting intention variable has a significant effect on the visiting decision variable which
shows a Critical Ratio (CR) value of 3,298 with a probability number of ***, this value
meets the requirements for the acceptance of the fifth hypothesis, then the hypothesis can
be stated. proven.
The results of the last hypothesis are in line with Kotler, P. and Keller, KL (2016)
in theory suggesting instruments that might influence visitors, namely as follows: Namely
action (that visitors already know what to do when visiting tourist attractions), Context
(written rules) or spoken that has been determined by tourist attractions), and Time
(timeliness when visiting can also affect when the desire to visit increases).
This means that when visitors already have the highest interest and the end has
enough information so they already know what to do when visitors are at the
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http://devotion.greenvest.co.id |Nengah Mekka Sucia Noviana, Gusti Noorlitaria
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Mulawarman museum they will realize it in the form of visiting the Mulawarman
museum.
CONCLUSION
Based on the results of the analysis and discussion, it can be concluded that the image of
the destination has a significant effect on the visiting intentions of visitors to the
Mulawarman 2022 museum. So the better the image of the destination, the higher the
intention to visit. Social has no significant effect on visitors' intention to visit the
Mulawarman 2022 museum. So the better the social level, the higher the intention to visit.
The image of the destination has no significant effect on the decision to visit the visitors of
the Mulawarman 2022 museum. So the high or low level of the image of the destination does
not affect the decision to visit. Social influence has a significant effect on the decision to visit
Mulawarman museum visitors in 2022. So the better the social level, the higher the decision
to visit. Intention to visit has a significant effect on the decision to visit Mulawarman
museum visitors in 2022. So the higher the intention to visit, the higher the decision to visit.
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Nengah Mekka Sucia Noviana, Gusti Noorlitaria Achmad, Sri Wahyuni ( 2022 )
First publication right:
Devotion - Journal of Research and Community Service
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