The Contribution of Tourists’ Perceived Value to Behavioral
Intentions at Dessert Restaurants in Bandung City
Rini Andari
1
, Vany Octaviany
2
and Edwin Baharta
2
1
Tourism Marketing Management Study Program, Universitas Pendidikan Indonesia, Bandung, Indonesia
2
Hospitality Study Program, Telkom University Indonesia, Bandung, Indonesia
Keywords: hedonic value, utilitarian value, consumer satisfaction.
Abstract: Today, many restaurants offer desserts as their main menu. In the restaurant business, the managers/owners
need to be aware of and understand the importance of tourists’ behavioral intention, i.e. ensuring that the
tourists have a desire to revisit and recommend others to visit. The behavioral intention is the factor which
determines and predicts a long-term behavior. The behavioral intention can be created by measuring the tourist
perceived value, which is the customer’s overall assessment of the usefulness of a product or service according
to the benefits they received and the sacrifices they made. Therefore, this study was aimed at finding out
whether the tourists’ perceived value affects their behavioral intention when they visit dessert restaurants in
Bandung City. The questionnaires were distributed to 100 respondents. The collected data were then
processed by using simple regression. The analysis results suggest that the travellers’ perceived value
influences their behavioral intention when visiting dessert restaurants in Bandung.
1 INTRODUCTION
Dessert is a dish eaten after the main course. Some
restaurants usually offer dessert with a sweet and
refreshing taste, but some also offer a dessert with a
salty taste or a combination. Due to the culinary
development, dessert has become a very well-known
menu. It also has a significant change. It was
originally served after dinner, but it is now able to be
enjoyed at breakfast, lunch, or as a snack. Shortly,
dessert is no longer a complementary menu in
restaurants and cafes since many restaurants make it
as their main menu (Radio Heartline Network, 2014).
The high number of restaurants which offer
dessert menu has resulted in fierce competition in this
culinary field. In addition to the quality of food that
needs to be maintained, the dessert restaurants’
managers/owners need to ensure that when travellers
come and enjoy their dessert products, they will come
back once they want to enjoy their products again.
Business people need to be aware of and understand
the importance of the travellers’ behavioral intention,
i.e. the perception of the places they visit, and how
the perception persuades them to revisit as well as
recommend others to visit. The behavioral intention
is the factor that determines and predicts the human
behavior (Li and Cai, 2012). The behavioral intention
plays a role in determining the destination where
tourists will visit to satisfy their needs. It can be seen
from three behavioral intention indicators, including
the intention to revisit, word of mouth, and search for
alternative (Hutchinson et al., 2009).
The behavioral intention can be created, one of
which, by measuring the tourist perceived value.
Zeithaml in Lovelock, Wirtz and Mussry (2012)
claimed that the overall expression has four traits,
including value is the low price, value is what is
desired from a product, value is the quality gained
from the price paid, and value is what is gained from
what has been given. It shows that if a tourist
perceives the value of a product as good, then it will
indirectly encourage the tourist to be loyal to the
product, thus leading the tourist to revisit and
recommend the product to others.
As confirmed by Gianfranco et al. in Wang et al.
(2012) and Bajs (2013), the customer perceived value
has a relevant relationship to the customer
satisfaction, loyalty, and trust, in which this affects
the customer’s behavioral intention and marketing
service. Meanwhile, Bajs (2013) suggests that the
perceived value has a strong influence on the
500
Andari, R., Octaviany, V. and Baharta, E.
The Contribution of Tourists’ Perceived Value to Behavioral Intentions at Dessert Restaurants in Bandung City.
In Proceedings of the 2nd International Conference on Sociology Education (ICSE 2017) - Volume 1, pages 500-503
ISBN: 978-989-758-316-2
Copyright © 2018 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved

behavior in the future. Therefore, this study was
aimed to assess the influence of tourists’ perceived
value on their behavioral intention at dessert
restaurants in the City of Bandung.
This study differs from the existing studies which
focus their subjects on destination travellers, heritage
tourists, expo and mega event visitors, etc.
Meanwhile, this study seeks to investigate the
tourists’ perceived value of the dessert restaurants’
visitors. Therefore, this study is expected to
contribute to supporting the recent findings that the
tourists’ perceived value has an influence on their
behavioral intention.
The next session will discuss the literature review,
methods, conceptual framework, experimental
results, and conclusions.
2 LITERATURE REVIEW
Chen and Chen (2010) define perceived value as the
customer’s overall assessment of the usefulness of a
product or service according to their response to the
benefits received and the sacrifices made.
Meanwhile, Kotler and Keller 2016 claim that the
customers’ perceived value is the difference between
the prospective customers’ evaluation of the total
benefits and costs of supply and the perceived
alternatives. It shows that the tourists’ perception of a
tourist attraction will affect their intention to revisit it.
Furthermore, Ching-Fu Chen and Dung Chun Tsai
(2007) point out that the behavioral intention is the
visitors’ assessment of intention to return to the same
destination and willingness to recommend the
destination to others. Gianfranco et al. in Wang et al.
(2012a) claim that the customer perceived value has
a relevant relationship to the customer satisfaction,
loyalty, and trust, in which the value affects the
behavioral intention and marketing service
Bajs (2013) states that the perceived value has a
strong influence on the future behavior. Al-Sabbahy
et al., Gallarza and Saura, and Gill et al. in Jamal et
al. (2011) state that the tourists’ evaluation of tourism
objects, services and experience will formulate the
future behavioral intention. It demonstrates that the
customer’s overall assessment of the usefulness of a
product or service based on the responses to what has
been received and what has been given will affect the
travellers in revisiting a tourist attraction (Chen and
Chen, 2010). As pointed out by Ching-Fu Chen and
Dung Chun Tsai (2007), the behavioral intention is
the visitors’ assessment of the intention to return to
the same destination and the willingness to
recommend the destination to others. In a case of
travel agents, Yen et al. (2015) indicate that the
behavioral intention includes re-purchasing travel
packages offered by travel agents, providing positive
word of mouth, and recommending the travel agent to
others in the future.
The dimensions of tourist perceived value to be
measured in this study included enjoyment value,
convenience value, service value, perceived value,
aesthetic value, and utilitarian value (Wang, Lu, and
Xia, 2012). Nevertheless, the utilitarian value was not
used in this study because it was considered
inappropriate when used in a locus like dessert
restaurants. The study dimensions are illustrated in
Figure 1.
Figure 1: Conceptual framework (adapted from Hutchinson
et al., 2009).
Based on Figure 1, the hypothesis of this study
was:
H1: The tourist perceived value influences the
behavioral intention.
This study was a quantitative research. The study
samples included 100 tourists visiting three dessert
restaurants in the City of Bandung, i.e. The Dream’s
Cake (Jl Trunojoyo), Greentea Holics (St. Sultan
Agung), and Sumoboo (Jl Setiabudhi). The samples
were determined using the systematic random
sampling, while the data were collected through
interview, questionnaire, observation and document
review. The measuring tool used to compose
questions on the questionnaire employed the Likert
scale. The collected data were then processed using
simple regression. The research model using simple
regression is presented below:
Y’ = α + β X
Where:
Y = Behavioral Intention
X = Tourist Perceived Value
α = Alpha
β = Regression Coefficient
Tourist Perceived
Value:
1. enjoyment value,
2. convenience value,
3. service value,
4. perceived value,
5. aesthetic value
Behavioral
Intentions
The Contribution of Tourists’ Perceived Value to Behavioral Intentions at Dessert Restaurants in Bandung City
501

Before the questionnaires were distributed to the
respondents, the validity and reliability were tested
first. The test result showed that the questionnaire
was valid and reliable. It was valid because the
calculation resulted in a value of above 0.5 and it
was reliable because the Cronbach Alpha value was
above 0.6.
3 RESULTS AND DISCUSSION
Based on Table 1, the value of F was 38.677,
indicating that F-count > F-table (38.677 > 3.090)
with the level of significance of < 0.05. Thus, it can
be concluded that the tourist perceived value affected
the behavioral intention.
Table 1: ANOVA.
Model
Sum of
Squares
df
Mean
Square
F
Sig.
1
Regression
195.820
1
195.820
39.671
.000
b
Residual
483.740
98
4.936
Total
679.560
99
a. Dependent Variable: Behavioral Intentions
b. Predictors: (Constant), Tourist perceived value
According to Table 2, the values of t are as
follows:
The t-count value for the tourist perceived value
was 6.298, indicating that t-count > t-table (6.298>
1.660) with the significance level of 0.00. Thus, it can
be concluded that the tourist perceived value
influenced the behavioral intention.
Table 2: Coefficient.
Model
Unstandardized
Coefficients
Standard
ized
Coeffici
ents
t
Sig.
B
Std.
Error
Beta
1
(Constant)
5.048
1.851
2.728
.002
Tourist
perceived
value
.170
.027
.537
6.298
.000
a. Dependent Variable: Behavioral Intentions
Based on Table 2, the regression equation was:
(Y) = 5.048 + .107 (X)
The equation indicates that there is a positive
relationship between the tourist perceived value and
the behavioral intention, meaning that if the tourist
perceived value increases, the value of behavioral
intention will also increase. To determine the
contribution of tourist perceived value to creating the
behavioral intention, a determination analysis test
was done as shown in Table 3:
Table 3: Model Summary
b
.
Model
R
R Square
Adjusted R
Square
Std. Error of
the Estimate
1
.537
a
.688
.000
2.221
a. Predictors: (Constant), Tourist perceived value
b. Dependent Variable: Behavioral Intentions
Based on Table 3, the value of R
2
(R Square) was
0.688 (68.8%). This shows that the percentage
contribution of tourist perceived value to the creation
of behavioral intention was 68.8%.
4 CONCLUSIONS
According to the calculation results, it can be
concluded that the tourist perceived value can
contribute to the creation of behavioral intention
when the tourists visit dessert restaurants in Bandung
City. This result is in line with Bajs’s (2013) study
entitled “Tourist Perceived Value, Relationship to
Satisfaction, and Behavioral Intention: The Example
of the Croatian Tourist Destination Dubrovnik”
whereby it suggests that the satisfaction and future
behavioral intention are consequences of perceived
value and that behavioral intention are affected.
Furthermore, Chen and Chen (2010) in their study
entitled “Experience Quality, Perceived Value,
Satisfaction and Behavioral Intentions for Heritage
Tourists” suggests that the importance of experience
quality on behavioral intentions is recognized via the
mediating effect of perceived value and satisfaction
in heritage tourism contexts. Dessert restaurants in
Bandung City have prepared their products very well.
They innovate their dessert products to offer products
with high uniqueness compared with other types of
restaurants. According to the data processing, the
tourists are satisfied with the quality of the food
offered, the availability of facilities, and the physical
evidence conditions at the dessert restaurants. The
high value the tourists give to the dessert products has
made them willing to come back and share their
memorable experience of enjoying dessert menu at
the restaurants with others.
ICSE 2017 - 2nd International Conference on Sociology Education
502

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