The Effect of Destination Image, Memorable Tourism Experience

with Second Order Construct towards Revisit Intention: Study in

Karimunjawa National Park

Ratih Nur Setyaningsih and Naili Farida

Universitas Diponegoro, Indonesia

Keywords: Destination Image, Memorable Tourism Experience, Revisit Intention, Ecotourism, Karimunjawa.

Abstract: The tourism sector is one of the sectors that experienced significant development. Indonesia is one of the

countries that are developing the tourism industry because of the economic needs. The main objective of this

research is to prove the influence of destination image, memorable tourism experience that is measured using

the second order method, toward revisit intention in Karimunjawa National Park. Method of collecting data

is using a questionnaire. Respondent samples obtained were 145 respondents with purposive sampling

technique. Data analysis is using PLS. This study shows that the image of a destination has a positive influence

on revisit intention via the mediating effect of memorable tourism experiences.

1 INTRODUCTION

The tourism sector is one of a sector that faces

development significantly. In the Asia Pacific region,

tourism has been one of the strengths of the economy

of a country (Hong et al., 1999). Many tourism

activities carry jobs and the provision of

infrastructure (Gurtner & Reinhardt, 2016). Indonesia

is one of the countries, which develop the tourism

industry due to the encouragement of economic

necessity.

One of them is Jepara Regency has an area of a

mainstay in tourism (ecotourism) based nature

tourism that is the Marine National Park of

Karimunjawa (TNKJ). TNKJ on manage by using a

system of zoning as the management of nature

conservation, tourism, research, and education. TNKJ

is famous as one of the sea tourist destination favored

by the tourists. It is both of domestic and foreign

tourists. TNKJ designated as a National Park through

the decision letter of (forestry department Indonesia,

2004) covering an area of 111,625 ha include

110,117.30 ha covering the area of 1,507.70 ha and

the area waters of the land. The tourism development

is the tourism role directed at Karimunjawa in

economic activities that can create jobs as well as the

opportunity of trying with the aim to improve the

community as well as foreign exchange income of an

acceptance area.

Karimunjawa National Park area locates in

Karimunjawa District, Jepara Regency, and Central

Java Province. Karimunjawa National Park Hall as

the Manager of Karimunjawa National Park area tried

to understand aspiration that lived around the area by

doing community empowerment efforts in order to

prosper through community economic aid and

community empowerment activities are synergistic.

Data on the number of visitors distinguished

based on the purpose of visitation to the Karimunjawa

National Park. In 2012 is the year with the highest

number of visitors i.e. 25,157 tourists. In the period

from 2010 to 2012 and increase in the number of

visitors constantly of 12,559 tourists by 2010,

increased to 16,722 tourists in 2011, and then

increased again to become tourists in 2012 is 25,157.

Next from 2012 to 2016 the numbers of visitor’s data

fluctuations occur. Even in 2013 and 2015 took place

around 10,000 visitors drop in travelers from the

previous year.

Problems found aat Karimunjawa National Park

come from the shifting interests of tourism and

biodiversity, which owned by TNKJ. Therefore,

TNKJ has the opportunity to develop marine

ecotourism as one of the pre-eminent the local

revenue of Jepara District. However, given the marine

conservation, the area is TNKJ, and then the tourists

who visit TNKJ are to be tourists who had a special

538

Nur Setyaningsih, R. and Farida, N.

The Effect of Destination Image, Memorable Tourism Experience with Second Order Construct towards Revisit Intention: Study in Karimunjawa National Park.

DOI: 10.5220/0008433405380543

In Proceedings of the 2nd International Conference on Inclusive Business in the Changing World (ICIB 2019), pages 538-543

ISBN: 978-989-758-408-4

interest towards the conservation of nature and

sustainability.

The research problem can be formulated as

follows:

1. How does the influence image of the destination

towards revisit intention?

2. How does the influence image of the destination

against memorable tourism experiences

(MTEs)?

3. How does the influence of memorable tourism

experiences (MTEs) against revisiting

intention?

2 LITERATURE REVIEW

The destination image is one of the important factors

that could affect the decision to select tourist

destinations tourists (Beerli & Martín, 2004);

(Allameh, Pool, Jaberi, Salehzadeh, & Asadi, 2015).

According to (Gartner, 1993) in (Gustafson-Pearce,

Billett, & Cecelja, 2005) image is a combination of

complex products and associated attributes. The

destinations image is the manifestation of the

expectations of tourists, so the image is able to

influence the perception of these tourists. It includes

influencing the satisfaction of tourists.

Tourism experience can be defined as the

impression it is important for individuals who

implement the excursions that are subjective,

affective, and durable (Fernandes & Cruz, 2016). If

the tourism experience is not easily forget and keep

in mind by that person in a long period then it can be

stated that the person has obtained the tourism

experience for a memorable visit to a tourist

destination (J. H. Kim, Ritchie, & McCormick, 2012).

Business Tourism Experience (MTE) as against

tourist destinations tourists the impression that

continuously keep in mind after a visit is completed

(J. H. Kim et al., 2012).

Tourism experience should be containing 7 items to

become a memorable tourism experience (J. H. Kim

et al., 2012). Seven elements of memorable tourism

experience are among others. As in figure 1, it

contains as follows. 1) Hedonism that is the

experience of tourists related to the fulfillment of

personal satisfaction from tourists. 2) Refreshment is

these elements experience that covers the traveler’s

necessity in removing their boredom. 3) Novelty

items novelty is in the experience take these tourists

in a tourist. 4) Culture and social interaction

associated with the experience of travelers in

interacting with the community and local culture

around tourist destination. 5) knowledge that is the

experience of tourists advantage to the knowledge

and insights during the tour; 6) meaningfulness as an

experience travelers in ripen and develop themselves

for doing the tourist activity; 7) involvement is

associated with involvement in the creation of tourist

experience during the tour.

Figure 1: Seven Elements.

The Effect of Destination Image, Memorable Tourism Experience with Second Order Construct towards Revisit Intention: Study in

Karimunjawa National Park

539

Figure 2: Hypotheses destination.

In this study, the meaning of revisit intention has

used the desire or plan consumers to make a visit back

to the same place. This definition refers to the theory

of (Cole & Scott, 2004) in (Chen & Funk, 2010)

which defines the revisit intention as consumer

desires or plans to make a visit back to the same place.

3 HYPOTHESES

As in figure 2, the hypothesis is a provisional answer

to clear directives and guidelines to execute research.

Following the hypothesis in this study as follows:

H1: Image destination has a positive effect towards

revisit intention.

H2: Image destination has a positive effect towards

Memorable Tourism Experiences

H3: Memorable Tourism Experience has a positive

effect against Revisit Intention.

4 RESEARCH METHOD

Explanatory research applied in order to solve the

problem of special research was carried out by (Umar

Sekaran, 2003). In this study described regarding the

influence of the image destinations, memorable

tourism experience with a model of second order

against the tourists who visit revisit intention of

Karimunjawa National Parks. Samples obtained as

many as 145 respondents, with purposive sampling

technique.

Data obtained come from the data source,

secondary data primer, techniques and data collection

with the questionnaire. Data analysis using Warp PLS

6.0

Explanatory research is executed in order to solve

the problem of special research was carried out by

(Umar Sekaran, 2003). In this study described

regarding the influence of image destinations,

memorable tourism experience with a model of

second order against the tourists who visit intention

to revisit Karimunjawa National Parks. Samples

obtained as many as 145 respondents, with purposive

sampling technique.

Data obtained come from the data source,

secondary data primer, techniques and data collection

with the questionnaire. Data analysis using Warp PLS

6.0

5 RESULT

Based on the results obtained respondents who

replied concur Karimunjawa National Park tourist

area presents nature exploration and an interesting

game to be visited and explored is 45.52%,

amounting to 39.31% replied strongly agree, and of

11.73% responded neutral, while the rest answered

disagree and strongly disagree. The above statement

is part of the appeal of natural indicators of the tourist

owned by Karimunjawa National Park. With the

assessment of this indicator that tends to be positive,

then it is projected can help increase positive values

towards the image of the Karimunjawa National Park

destinations so interest for a visit again become

larger.

The respondents provide responses strongly agree

that Karimunjawa National Park is a tourist area have

a nautical nuance of 47.58%, amounting to 42.07%

answered agree, 9.66% giving a neutral answer, while

other respondents answered do not agree. This

statement is also still part of the indicators of natural

charm. Assessment of answers this statement tends to

be positive, no matter its average of 4.4, which is the

highest and certainly greater average than the overall

variable. Thus, the answer to this statement can help

Destination

Image

Memorable

Tourism

Experience (MTE’s)

Revisit

Intention

ICIB 2019 - The 2nd International Conference on Inclusive Business in the Changing World

540

increase positive value so interest for a visit back to

the Karimunjawa National Park became bigger.

It is known that the majority of respondents

answer agrees such as of 44.83% against a statement

stating the respondents feel pampered during this tour

in Karimunjawa National Park tourist area. Amount

25.52% stated strongly agree, 23.45% stating neutral,

while the rest giving disagree answer and strongly

disagree. The above statement is part of the hedonism

of the indicators that make up the memorable tourism

experience. The next statement is about the desire of

the respondent itself did want to actually travel to this

tourist area Karimunjawa National Park. The

respondents provide responses strongly agree of

47.58%, the response of 35.17% agree, and neutral

responses of 22.07%, while other respondents

answered disagree and strongly disagree. The

statement is part of indicators of involvement

(engagement) that make up the variable memorable

tourism experience. The answer to the third statement

regarding experience is different tours in

Karimunjawa National Park compared with tourist

experiences of respondents previously.

The point is whether the respondents get different

experiences to enhance the memories unforgettable

tourist experience will be. Most respondents

answered agree such as 36.55%, respondents who

answered strongly agree are 33.10%, respondents

who answered the neutral are 24.83%, while the rest

answered disagree and strongly disagree. The third

statement is part of the novelty indicator (newness).

The majority of the respondents agreed to answer the

statement as a good impression of Karimunjawa

National Park for the local inhabitants amounted to

48.27%. While the other respondents who answered

strongly agree, is 28.28%, the neutral answer is

22.07%, and the rest answered disagree and strongly

disagree? This statement is included in the indicator

of the local culture. The fifth revelation is the

experience that restores the spirit obtained by

respondents when travelling to the Karimunjawa

National Park.

Respondents who replied agree is 42.76%, which

are the most answers. Amount 34.48% of respondents

answered strongly agree, and amount 21.38%

responded is neutral, while the rest answered,

disagree and strongly disagree. This statement is

included in the indicators of refreshment (refreshment

of mind). The next statement is learning about

yourshelve from the trip to Karimunjawa National

Park. Respondents who gave answers agree is

38.62%, strongly agree are 22.76% and neutral

responses are 21.38%, while other respondents

answered disagree and strongly disagree. This

statement is part of the meaningfulness of the

indicators which means travel tour gives the message

meaning to life. The majority of respondents answer

agrees such as 51.72% for statements gain knowledge

and new information when travelling in Karimunjawa

National Park. Other respondents strongly agree with

the answers ois 27.59%, the neutral answer is

19.31%, while the rest answered disagree, and

strongly disagree. This statement is included in the

knowledge that the indicators mean the knowledge

gained during the tour can boost a positive impression

and create an unforgettable experience.

The statements presented regarding the indicators

that make up the majority of the respondent's revisit

intention variable answer at levels very much agree.

It known that respondents who answered strongly

agree will take a visit back to the Karimunjawa

National Parks is 41.38%. Other respondents who

replied concur amounting to 37.25%, the neutral

answer is 17.24%, while the rest answered disagree

and strongly disagree. The respondents provide

responses strongly agree to recommend the

Karimunjawa National Park tourist area is 48.26%,

amounting to 34.26% answered agree, amounting to

16.55% is a neutral answer, while other respondents

answer did not agree. Furthermore, the majority of

respondents also answered strongly agree to invite

friends and relatives to visit together in Karimunjawa

National Park tourist area at another time is 48.27%.

While the other respondents who replied concur are

32.42%, respondents with a neutral answer are

17.93%, and the rest answered disagree and strongly

disagree.

6 DISCUSSION

The variable of Destination Image has a positive

impact (p = 0.26) and (sig = 0.01) against revisit

intention. These results prove that the first

hypothesis, which States there is a significant and

positive influence on the image of the destination

towards revisit intention, is acceptable. Hypotheses

results once again show that the destination image

indicators used in this study based on previous

research. The results of this research empirically

supported the results of the research from (J. H. Kim

et al., 2012) that proves the existence of a positive

influence directly the image destination against the

revisit intention. (Court & Lupton, 1997) in their

studies in the field of tourism to find tangible

evidence that has affected positively of the image's

intention to visit again at the forthcoming that can be

equated with loyalty towards the destination. The

The Effect of Destination Image, Memorable Tourism Experience with Second Order Construct towards Revisit Intention: Study in

Karimunjawa National Park

541

positive direction affects also improve-according

research from (Mohammed & Ilkan, 2016). On the

research from (Chetthamrongchai, 2017) in Thailand

for example, the main destination image shown is the

beauty and uniqueness of the beaches and cultural

attractions are shown. Research conducted by (Kin &

Farida, 2016) stated that all dimensions of

convenience in online shopping (access convenience,

information convenience and transaction

convenience) have a positive effect towards

consumer’s satisfaction. This is almost the same as

that presented in Indonesia's tourism. So also with the

Karimunjawa National Park tourist area of this major

tour destinations, is the beauty of the sea and the

enjoyable water games are there in Karimunjawa

location far away from urban areas, so as to offer a

more intimate atmosphere and quiet.

Variable Image Destinations have negative

impact (p =-0.03) and (sig = 0.36) against Memorable

Tourism Experience. This proves that the second

hypothesis which state there is a positive and

significant influence on destination image against a

memorable tourism experience rejected. This takes

the implication that although the image and a positive

impression as well as information on the destination

of the positive image of the tourist area in

Karimunjawa National Park are low, but the

increasingly large positive memories against

experience obtained during the tour in the tourist area

in Karimunjawa National Park. Memorable Tourism

Experience itself influenced by the elements that

shape it, namely: hedonism, involvement, novelty,

local culture, refreshment, meaningfulness,

knowledge.

Variable Memorable Tourism Experience has a

positive effect towards revisit intention. This result

gives the implication that there is a positive and

significant impact on memorable tourism experience

against revisit intention on this research. The more

profound is a long-term positive recollection of

experience tourism in this tourist area of

Karimunjawa National Park, then increasing also the

desire of tourists to take a tour again. Thus, the third

hypothesis put forward in this study declared

admissible. The results of this research are the same

as the research from (J.-H. Kim, Ritchie, & Tung,

2010), (Barnes, Mattsson, & Sørensen, 2016), (Tsai,

2016) and, (Zhang, Wu, & Buhalis, 2018). (Barnes et

al., 2016) stated that a positive experience that can

remember long term (memorable tourism experience)

has a significant positive effect on the intention of

visiting again.

7 CONCLUSION AND

SUGGESTION

The conclusion that can be drawn from the results of

this research is the research conducted to observe the

influence of destination image towards revisiting

intention, based on hypothesis testing that has been

done has not proven to be a positive effect and

significant. This is due to the more and the better

information about the destination image obtained by

tourists; it will increase the desire of tourists to visit

again. The results of this research have proved that

destinations image of memorable tourism experience

negatively but not significant because of p = 0.03 and

relatively small. Varieties of information about the

image of tourist destinations obtained from the

various parties are capable of positive and perceived

by potential tourists. This resulted in the interest of

memorable tourism experience against the choice of

destinations are becoming increasingly powerful and

unforgettable. Based on the results of the research that

has done, it concluded there is a significant and

positive effect on memorable tourism experience

against revisit intention. This is due to the more

profound long-term positive recollection of tourism

experience in the tourist area of Karimunjawa

National Park, then increasing also the desire of

tourists to do the tour again.

The suggestion that given is the tourist attraction

of Karimunjawa National Park can also do through

the management of transport and infrastructure.

Transportation provided for access to the

Karimunjawa National Park tourist area is indeed

limited to hours flown, but there are already

alternative i.e., ferries, ships, and aircraft. It would be

better, if the quantity of transport could add. This will

be able to provide more value for tourists visiting

because it can add to the convenience and comfort

factor in tourism. In addition to accentuate as a

nautical adventure tours, Karimunjawa National Park

tourist areas can also be further accentuates the

uniqueness of the variety of destinations tour with

way more saw its role as a means of education by

adding power Drag the area through the construction

of a modern museum. Tourism Office of Jepara

Regency and the citizens who manage this area can

pay more attention to supporting tourism

infrastructure such as availability and cleanliness of

toilets, comfort and cleanliness of Karimunjawa ports

through collaboration management with third parties

so that all existing infrastructure well maintained

appropriate service standard tourist sites.

ICIB 2019 - The 2nd International Conference on Inclusive Business in the Changing World

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