A Value of Tourist Demand: An Individual Travel Cost Methods for

Three Destination in Java Island

Diah Setyawati Dewanti, Ariﬁn Suryo Putranto, Weisya Ananda Putri and Baehaqi F. Wahyuni

Department of Development Economics, Faculty of Economics and Business, Universitas Muhammadiyah Yogyakarta,

Keywords:

Travel cost methods, tourist demand, socio-economics, frequency of visit.

Abstract:

To identify the main factors related to the number visit of tourist in three different tourist destination located

in Java Island. Three different destination has different area of tourism which could represented in different

value of tourist demand measurement. Travel cost methods is applied to measure the demand value in this

study. This study is use quantitative research methods with 332 respondents spread to three different tourist

destination. This study area covered pine forest of Kragilan, Museum Soeharto, and Laguna Lemburpurwo

beach. The accidental sampling was applied to collect the data. This study has nine independent variables

such as the frequency of visitation, cost of the travel, income, ages, length of the destination, education, job

characteristics, gender and facilities. The travel cost, income and facilities were signiﬁcantly inﬂuence to the

frequency of visitation with p ≤ 0.05; and no inﬂuence to the age and education of the visitors.

1 INTRODUCTION

Tourism is an activity indirectly involving the com-

munity to develop or metamorphose in every aspect

(Pitana and Gayatri, 2005). It is a commodity which

is carried out by each individual to increase the cre-

ativity, release the worries, stress after work by relax-

ation, shopping or even increase the knowledge from

the history and ethical culture from certain places (Ali

et al., 2018). Indonesia is well-recognize as a coun-

try with high tourism resources, start with the natu-

ral, human traditions ethnic, culture and history. In-

deed, tourism sector is important for country as the

economics drive to alleviate the poverty, decrease the

unemployment and decrease the urbanization. Here-

after, the government role as the facilitator is impor-

tant to develop the economics. Tourism sector has

three impacts as economics, social and culture aspects

(Wahyunindyawati and Sari, 2016).

Indonesia tourism sector is the important part to

drive the economic development. Tourism sector has

tickle-down effect to other sectors, including manu-

factures, food, services to create employment and in-

crease the income (Wahyunindyawati and Sari, 2016).

In the last years, the government is potentially ben-

eﬁt from the tourism sector and received based on

the target of tourist visitation as much as 20 million

from other countries and 275 million local tourists.

Hereafter, Indonesia stated as tourist as one among

ﬁve most potential sectors (Jogja, 2007). To improve

the development of the tourism sector, it needs to im-

prove the collaboration among central government to

local government to have natural conservations and

also preservation of the environment, culture and his-

tory (Sasmi, 2016).

In this study, three different tourist destination is

choose which deﬁne as three types of tourist types.

Pine forest of Kragilan and Laguna Lembupurwo

beach is the natural destination type, Museum Soe-

harto as the history destination type. Individual Travel

cost methods (ITCM) is carried out based on the in-

formation concerning the travel cost and travel time

spend to reach the tourist destination which could

measure the beneﬁt value (Centeno and PRIETO,

2000). Pine forest of Kragilan recognize as top-

selﬁe pine forest tourist Kragilan, located in Mage-

lang, Central Java province. It is located in the

mountain area of Mt.Merbabu which attract on photo

spot with natural background and green-cold environ-

ment. Meanwhile, Laguna lembupurwo beach has the

highest tourist destination which located in between

two provinces, Central Java and Yogyakarta province.

Most of the local tourist enjoy Laguna lembupurwo

for the natural tourist resources, mostly the beautiness

of the beach. In the other side, this study took Mu-

seum Soeharto as the other type of the tourist type at-

Dewanti, D., Putranto, A., Putri, W. and Wahyuni, B.

A Value of Tourist Demand: A Travel Cost Methods for Three Destination in Java Island.

DOI: 10.5220/0009857600350039

In Proceedings of the International Conference on Creative Economics, Tourism and Information Management (ICCETIM 2019) - Creativity and Innovation Developments for Global

Competitiveness and Sustainability, pages 35-39

ISBN: 978-989-758-451-0

traction. Museum Soeharto is one of the most attrac-

tive museum when the visitors receive knowledge and

education concerning the second President of Indone-

sia, Mr. Soeharto who lead Indonesia for 30 years.

This museum also has video attractive with 9 min-

utes duration to explore the Soeharto’ battle to keep

Indonesia independence’ day and how he developed

the country for 30 years. Through two different type

of tourist attractions, this study has an aim to iden-

tify the determinant or main factors of related to the

frequency of visit based on travel cost methods.

2 RESEARCH METHODOLOGY

This study use quantitative research methodology

with descriptive approach. The data collection was

use survey with the instrument as questionnaires. The

sample data collection choose by accidental sampling

methods, which was interview to the respondents who

were met based on the number of samples. This study

uses Solvin sampling measurement with precision of

10% cause the number of population was quite large

numbers, more than 1,500 visitors. Based on Solvin

formula, the number of the sample is described in

Figure 1 which is 332 respondents. However, this

study has an aim to compare the demand valuing from

tourist using TCM in each of the tourist destination.

Figure 1: The Sample Measurement of Three Tourist Des-

tination.

This paper has dependent variable as the number

of visit which deﬁne as the frequency visitation to the

certain tourist destination within in the last past year.

The independent variables consist of the cost of the

travel, length or time spend of tourist to go to the des-

tination, income, facilities and education. The cost

of the travel has deﬁnition as the total cost spend by

the tourist on one time visit to the tourist destination.

Income is the monthly revenue of the person. Facil-

ities deﬁne as the facilities satisfactory measurement

from the visitors concerning the infrastructure of the

tourist destination. Education is the number of the

year of the respondents who get formal study. The

analysis of this study was multiple regression analy-

sis with model as follows:

Y = α + X1 + X2 + X3 + X4 + X5 + e (1)

Information:

Y = number of visits (in each of destination, such as

Pine Forest, beach and Museum)

A = constant

β1 – β2 = parameter

X1 = variable cost of the travel (IDR)

X2 = variable length of the destination (Km)

X3 = variable income (IDR)

X4 = variable facilities (likert scale-score)

X5 = variable of education (year)

The hypothesis for this study were formulated as

follows:

H1 = the cost of the travel has signiﬁcantly impact

with negative values to the number of visits

H2 = the length of the distance has signiﬁcantly

impact with negative values to the number of visits

H3 = income has signiﬁcantly impact with positive

values to the number of visits H4 = the facilities

satisfactory has signiﬁcantly impact with positive

values to the number of visits

H5 = the education has signiﬁcantly impact with

positive values to the number of visits

To recognize and compare the demand value on

each of tourist destination, this study needs to analyse

the quality of each of the data by validity, reliability

and classical assumption test. Validity test has aim

to measure the appropriateness of the data collection

(Gujarati, 2009)(Kuncoro, 2003). Reliability test is

the index to describe how the data quality is reliable

to represent the result. Classical assumption test has

been the basic requirement of multi-regression anal-

ysis which consist of normality test, multicollinearity

test and heteroscedasticity test. Normality test need

to be done to recognize the normality of the residual

data collection in regression analysis. This procedure

needs to be carried out as the statistical analysis which

error term need to be distributed normal through the

residual value (Gujarati, 2009). Multicollinearity is

the data quality analysis to recognize the linier re-

lationship each of the variables. The multicollinear-

ity test could be done by the tolerance values and

the number of Variance Inﬂation Factor (VIF). Mean-

while, the heteroscedasticity has been tested whether

the data is consistent and no-bias.

This study has been analysis the quality of the data

through validity, reliability and the classical assump-

tion test. The validity test in three different tourist

destination has been generate valid with indicator the

value of r-test ¿ r-table in each of variable. The r- ta-

ble has been identiﬁed the value as 0.196 and r-test

ICCETIM 2019 - International Conference on Creative Economics, Tourism Information Management

for Pine forest result in between 0.393 – 0.693. The r-

test for Lembu purwo beach in between 0.545 – 0.696,

meanwhile the r-test of Soeharto museum found in be-

tween 0.775 – 0.863. Based on the validity result, the

value of r-test has been higher than r-table and indi-

cated as valid in each of data quality. The reliabil-

ity test has been use the measurement through Cron-

bach’s Alpha value which need to required more than

0.500. Nevertheless, each of destinations has relia-

bility test more than the requirement and describe in

Figure 2.

Figure 2: The Validity and Reliability Analysis.

The classical assumption test has been describe

in Figure 3, which deﬁne the quality of the data has

been qualiﬁed to be process and analyse using multi-

regression analysis. The normality test was found for

three different destination has been values more than

0,05. The multicollinearity test was also reﬂected the

value less than 10 which deﬁne the data from three

different destination has no multicollinearity relation-

ship among whole the variables. The heteroscedas-

ticity test was also valued as >0.05 which indicated

there were no heteroscedasticity found in three tourist

destination. Through this result, the multi-regression

analysis could be further examined to achieve the aim

of this study.

Figure 3: The Classical Assumption Test.

Information:

N = Pass the Normal Test

NM = No Multicolliniearity

NH = No Heteroscedasticity

3 RESULT AND DISCUSSION

This study examines the t-test, F-test and coefﬁcient

determination test to recognize the determinants fac-

tors of valuing the tourist demand through TCM.

Based on the analysis of F-test, t-test and coefﬁcient

determination as R2 (see Figure 4), three different

tourist destination has been clariﬁed having differ-

ent factors determinant in valuing the tourist demands

through TCM. Based on the F-test, the independent

variables have impact to the dependent variable on

three different tourist destination. It shows the F-

test has level of signiﬁcance less than 0.05. Further-

more, the coefﬁcient determination test or R2 in three

of destination for ﬁve independent variables. Com-

paring three tourist destination, Pine Forest Kragilan

has the highest coefﬁcient determination, 0.943 which

deﬁne 94.3% among ﬁve independent variables inﬂu-

ence to the dependent variable, the number of visit to

Pine Forest Kragilan. The model for Pine forest Krag-

ilan describes the highest determinants for the model.

Lembu purwo beach has R2 equal to 0.535which de-

ﬁne 53.5% among 5 independent variables are the de-

terminants of the model for TCM. It is also found in

Soeharto Museum which had 0.443 as the coefﬁcient

determination.

Figure 4: The Classical Assumption Test.

Information:

*p-value signiﬁcant in 5%

**p-value signiﬁcant in 1%

The t-test in each of tourist destination as the

model of the equation 1, has been developed based

on the t-test as follows:

Y = 0.575 − 5.896 ∗ ∗Log

osto f travel

–0.009 ∗ ∗

Lengtho f distance + 0.505 ∗ ∗Log

ncome

+ 0.094∗

Facilities–0.299 ∗ Education + e (2)

A Value of Tourist Demand: A Travel Cost Methods for Three Destination in Java Island

Y = 1.213 − 0.126 ∗ Log

osto f trave

l–1.374 ∗ ∗

Lengtho f distance − 0.041 ∗ Log

ncome+

0.094∗

Facilities + e (3)

Y = 1.557 − 2.849 ∗ ∗Log

osto f travel

+ 0.054∗

Lengtho f distance + 10.495∗

Education + e (4)

Through model (2), the highest impact for the

number of visits of tourist is cost of the travel. The

unstandardized coefﬁcient found (-5.896) which de-

ﬁne that if the cost of the travel is decrease, the num-

ber possibilities of tourist coming to Pine forest Krag-

ilan will be increase. The negative impact was shown

for cost of travel, length of distance and education.

Local tourist chooses tourist destination as the near-

est to their house. Then, to valuing the demand with

improving the number or frequency people or tourist

come to the Pine forest Kragilan, could be in sev-

eral options and possibilities. In internal ways, the

management of Pine forest Kragilan could improve

the facilities such as toilets, mosques and cleanli-

ness on each of facilities. Furthermore, decreasing

the price of food vendors and tickets fee could in-

crease the frequency of tourist increase their demand

to enjoy the tourist spot. Model 3 has four indepen-

dent variables signiﬁcantly impacted to the number

of visitation of tourist. The highest impact shows

on the length of distance. The geographical location

of Lembu purwo beach is in the border between Yo-

gyakarta province and Central Java province. This

could be the main reason of tourist valuing the de-

mand for Lembu Purwo beach. In the other side, cost

of travel (0.126) has been signiﬁcantly impacted to

tourist decide to increase the demand. Model 4 has

describe that only cost of travel, length of the desti-

nation and education of the tourist were the signiﬁ-

cant impact of demand value for Museum Soeharto.

Variable of education has been appear since Museum

Soeharto has certain type of tourist destination as to

educate visitors.

4 CONCLUSIONS

The ﬁrst hypothesis was accepted for three different

tourist destination. Cost of travel is signiﬁcant and

negatively inﬂuence to the number of tourist visita-

tion. Cost of travel is the important variable to the

number of visits of tourist and has the main consid-

eration of each individual to choose and made trip to

the certain tourist destination (Centeno and PRIETO,

2000) (Prabugati, ) (Pratiwi, ) (Tang, 2009) (Zulpikar

et al., 2018). The second hypothesis concerning the

length of distance has signiﬁcantly impacted to the

number of visits. Pine forest Kragilan and Lembu

purwo beach have negative impacted to the frequency

of visit of tourist. The more mileage need to be taken,

the less tourist visit pine forest Kragilan and Lembu

purwo beach. It deﬁnes, the markets were mostly lo-

cated to local tourist nearby. These summarize as to

improve the demand value of pine forest Kragilan and

Lembu purwo beach, the tourism management could

plan the social media marketing strategies to spread

the type of tourist and improve the number of for-

eign tourists visit pine forest and lembu purwo beach

(Prabugati, )(Pratiwi, ) (Tang, 2009) (Zulpikar et al.,

2018). Furthermore, Museum Soeharto has positive

signiﬁcant impact between distance and the number

of visits. However, the number of coefﬁcients was

small, 0.054 as the impact value. Museum Soeharto

is the education type of tourism spot, hereafter, some

schools in other province were carried ﬁeld trip to ed-

ucate the students in the type of education tourism

(Popescu et al., 2017).

The third hypothesis measure the intercourse be-

tween income and values of visits for Pine forest

Kragilan, Lembu purwo beach and Museum Soeharto.

Pine forest Kragilan and Lembu Purwo beach have

signiﬁcant inﬂuence to the number of visit. However,

the difference is the direction of the relationship. Pine

forest describe positive impact which deﬁnes that the

higher income of people made increase the frequency

of people to visit Pine forest Kragilan (Pratiwi, ).

The fourth hypothesis accepted to the Pine for-

est Kragilan and Lembu purwo beach. Both has the

same value and direction of relationship among facili-

ties satisfactory and the frequency of people visit pine

forest Kragilan and Lembu purwo beach (Pratiwi,

)(Tang, 2009). The ﬁfth hypothesis was accepted for

pine forest Kragilan and Museum Soeharto, the ed-

ucation has signiﬁcantly impacted to the frequency

tourist visit.

ICCETIM 2019 - International Conference on Creative Economics, Tourism Information Management

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A Value of Tourist Demand: A Travel Cost Methods for Three Destination in Java Island