PREDICTING THE RELATIONSHIP BETWEEN ANTECEDENTS AND POSTCEDENT OF TRAVEL DESIRE: AN EMPIRICAL STUDY OF THE INDONESIAN CONTEXT
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Abstract
Keinginan turis untuk berwisata merupakan sebuah faktor penting yang perlu dipelajari untuk memahami intensi mereka untuk berwisata. Meskipun demikian, belum terdapat penelitian yang komprehensif mengenai keinginan turis untuk berwisata, khususnya selama pandemi Covid-19. Oleh sebab itu, penelitian ini ingin mempelajari mengenai keinginan (desire) turis untuk berwisata dengan menggunakan model Goal-Directed Behaviour yang dikembangkan dengan mengidentifikasi variabel risk perception yang sangat relevan dengan kondisi pandemi. Penelitian ini mengkaji antecedents dan postcedent variabel desire. Antecedents tersebut berupa attitude, positive anticipated emotions, negative anticipated emotions, subjective norm, dan perceived behavioural control, sementara postcedent tersebut berupa intention to travel. Penelitian ini memperoleh data dari 438 responden yang dipilih secara purposive sampling. Data tersebut dianalisis dengan metode Structural Equation Modeling. Penelitian ini menunjukkan bahwa risk perception tidak dapat memprediksi attitude secara signifikan, attitude dan subjective norm tidak dapat memprediksi desire secara signifikan, positive anticipated emotions dan perceived behavioural control dapat memprediksi desire secara positif dan signifikan, negative anticipated emotions dapat memprediksi desire secara negatif dan signifikan, serta desire dapat memprediksi intention to travel secara positif dan signifikan. Selain itu, desire dapat memediasi secara signifikan prediksi positive anticipated emotions, negative anticipated emotions, dan perceived behavioural control terhadap intention to travel, tetapi desire tidak dapat memediasi secara signifikan prediksi attitude dan subjective norm terhadap intention to travel.
Tourist’s desire to travel is an essential factor to understand their intention to travel. However, there has not been any comprehensive studies regarding their intention to travel, especially during the Covid-19 pandemic. Therefore, this study aims to learn about tourist’ desire to travel by using the Goal-Directed Behaviour model which was developed by adding risk perception, which is very relevant with pandemic condition. This study identified the antecedents and postcedent of tourist’s intention to travel. The antecedents are attitude, positive anticipated emotions, negative anticipated emotions, subjective norm, and perceived behavioural control, while the postcedent is intention to travel. This study collected data from 438 respondents who were selected by using the purposive sampling method. The data were analyzed by using the Structural Equation Modeling method. This study concluded that risk perception doesn’t predict attitude significantly, attitude and subjective norm doesn’t predict desire significantly, positive anticipated emotions and perceived behavioural control predict desire positively and significantly, and negative anticipated emotions predict desire negatively and significantly. Moreover, desire significantly mediates the prediction of positive anticipated emotions, negative anticipated emotions, and perceived behavioural control toward intention to travel, but desire doesn’t significantly mediate the prediction of attitude and subjective norm toward intention to travel.
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