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The Influence of promotion in constructing country?s perception, autobiographical memory, emotional bonding, and visiting intention
Tourism industry has become a critical asset for a country in getting the income. However, recently tourism industries in Asia have been impacted by the global financial crisis in USA and Europe which functions as main markets for tourism in Asia. This paper aims to propose the influence of promotion toward the establishment of country?s perception, autobiographical memory (AM), emotional bonding (EB), and visiting intention. The writer would like to propose the direct influence of promotion toward intention to visit. This paper is aimed to see prospects? perception toward its promotion. Next, the writer would like to explore the influence of country?s perception, AM and EB toward the intention to visit. It is interesting to understand that they function as crucial factors which are considered deeply by prospects before they decide where to go. Hence, it is important to analyze their influence toward intention to visit and including which one is more dominant. This paper proposes 7 hypotheses to analyze the relationship above. Data is taken from 200 Indonesian citizen who have traveled to other countries at least 3 times. Using convenience sampling, they who have spent their income more than U$ 500 a month will be chosen due to their critical position for tourism industry. Data is analyzed using Structural Equation Modelling (SEM) with Lisrel 8.80. The data shows that promotion influences country?s perception, AM and EB significantly. On the other hand, emotional bonding influences intention to visit significantly. This research has implications that promotions which are held by countries for tourism should be targeted correctly. Media of promotion or time of promotion have to be analyzed promptly in order to gain effective campaign for prospects. On the other hand, the promotion which is able to create EB or AM has to be developed continuously by tourism industry. Furthermore, marketers need to think appropriate marketing strategies to create a strong emotional bonding between prospects and country..Printed journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Depok: 2009 |
|---|---|
| Edisi | - |
| Subjek | Promotion Autobiographical memory Country?s Perception Emotional Bonding Intention to Visit. |
| ISBN/ISSN | 19781989 |
| Klasifikasi | NONE |
| Deskripsi Fisik | p. 83-98 |
| Info Detail Spesifik | TSEAJM0302 |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |