The Role of City Image to Generate the Intention to Visit: Examining the Moderation Effect of Demographic Factors
DOI:
https://doi.org/10.47747/icbem.v1i1.1323Abstract
One area in Indonesia developing the tourism sector is Garut, West Java. There are many tourist destinations in Garut. However, the number of tourist visits to the area still lower than the surrounding areas. This study aims to examine whether the city image and demographic factors affect the intention of tourists to visit Garut City, and to examine the moderating effect of demographic factors on the relationship between city image and intention to visit. The research was conducted using a quantitative research approach. The observation unit in this study is Indonesian residents aged 18 years and over. The sampling technique was snowball sampling through a questionnaire distributed via WhatsApp and obtained 220 responses. The data was processed using SEM-PLS. The results of hypothesis testing show: there is positive influence of city image on the intention to visit of 0.768 (76.8%) and statistically significant; there is a negative influence of demographic factors on the intention to visit; and there is a positive influence of the moderating factor, which means that the demographic factor strengthens the relationship between city image and intention to visit, but statistically the influence is not significant. The findings of this study enrich the literature on the role of city image in generating tourist intentions to visit an area. These findings also provide helpful practical implications as input for regional stakeholders, both the government and managers of tourist destinations, to formulate appropriate marketing strategies to build a more attractive city image to attract tourists to the area.
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