Effect of Attraction, the Quality of Destination, Motivation, and

Satisfaction of Intention to Revisit on Heritage Destination

Yulia Aji Puspitasari, Dyah Sugandini, and Yuni Istanto

Universitas Pembangunan Nasional Veteran Yogyakarta

Keywords: Intention to revisit, attractiveness, destination quality, motivation and satisfaction.

Abstract: This study aims to examine the intention to revisit the model of heritage tourism in Yogyakarta. Intention to

revisit in this study is influenced by attractiveness, destination quality, tourist motivation and tourist

satisfaction. This study uses respondents of tourists visiting heritage. The sampling technique used was

purposive sampling with a total of 250 respondents. Data analysis techniques used the AMOS Structural

Equation Modeling. The results showed that the intention to revisit the model was acceptable. It was further

explained that attractiveness, destination quality, tourist motivation and tourist satisfaction had a positive

influence on the intention to return to tourism heritage in the Special Region of Yogyakarta.

1 INTRODUCTION

1.1 Intention to Revisit

Heritage tourism is a tourist destination that has a

whole or a part of historical, artistic, scientific or

lifestyle offerings/heritage of a community, region,

group or institution (Silberberg 1995). Heritage

tourism involves actions and services that allow

tourists to understand, feel, and get ideas and

pleasures from the uniqueness of natural, original,

and heritage features (Jahan, 2019). Heritage can be

interpreted as a landscape filled with historiography

which includes buildings, artifacts, cultural traditions,

and etc. This historiography is inherited from

generation to generation (Abdullah et al.,2016).

Heritage tourism refers to the tourism segment

industrial that places special emphasis on heritage and

cultural attractions (Remoaldo et al., 2014).

Heritage Tourism in the Special Region of

Yogyakarta is a Javanese cultural heritage, including

the Yogyakarta Sultanate Palace, Taman Sari,

Prambanan Temple, Ratu Boko Temple, King

Imogiri's Tomb, Sonobudoyo Museum, Benteng

Vredeburg Museum, and Ulen Sentalu. These places

are essential and have historical values for the

development of the Yogyakarta Special Region. The

purpose of this study was to determine the effect of

attractiveness, destination quality, motivation, and

tourist satisfaction on the intention to return to

tourism heritage in the Special Region of Yogyakarta.

In the context of heritage tourism, there is a dearth

of information, especially in the Special Region of

Yogyakarta in Indonesia related to the collection of

data about tourist behavior in heritage tourism and

also related to experience, the motivation of tourists.

Generally, government agencies in Indonesia only

make studies on tourism strategies, studies on tourist

shopping, studies of new tourist destinations, without

analyzing in detail how tourists behave and why

tourists want to visit tourist destinations (Abubakar et

al., 2017; Sugandini et al. , 2018). This study shows

that an analysis of tourist behavior, especially about

revisit tourism destination policymakers need

intention. Given that heritage tourism cannot be

manipulated or altered to preserve it, it is essential to

understand the factors that cause tourists to be willing

to visit heritage tourism. Heritage tourism managers

must conduct a study of consumers gaining

systematic knowledge for the decision-making

process (Sheng & Chen, 2012) So that innovation

with an investment orientation can further improve

service quality.

This novel research is related to tourist motivation

for heritage tourism. The motivation of tourists in

visiting heritage tourism destinations has not yet fully

received support from several previous researchers.

Fernández (2016); Remoaldo et al. (2014) stated that

tourists who visit heritage tourism destinations are not

because they are motivated by heritage tourism but

280

Puspitasari, Y., Sugandini, D. and Istanto, Y.

Effect of Attraction, the Quality of Destination, Motivation, and Satisfaction of Intention to Revisit on Heritage Destination.

DOI: 10.5220/0009964302800286

In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management (ICBEEM 2019), pages 280-286

ISBN: 978-989-758-471-8

because there are other causes. Tourists who have

visited heritage tourism will not be motivated to re-

visit the heritage tour. This study seeks to justify that

motivation on heritage tourism can influence the

intention to re-visit heritage tourism. From the results

of this study indicate that heritage tour motivation

affects revisit intention, but the effect is the smallest

compared to other variables (namely: attractiveness,

destination quality and satisfaction)

2 LITERATURE REVIEW

2.1 Intention to Revisit

Intention to revisit according to (Shonk &

Chelladurai, 2008) refers to the intention to revisit

tourist destinations within a year and the willingness

to frequently travel to the same tourist destination.

The intention to revisit is a behavior to repurchase and

intention to inform, which is a situation where

everything is related to behavior (Oliver, 1997).

Brida, Meleddu &Pulina (2012) state that from an

empirical perspective, to predict intention to revisit in

heritage tourism (museum) is the number of visits to

the site so that that intention to revisit can be

considered as the number of visits.

2.2 Attractiveness

Thiumsak and Ruangkanjanases (2016) also state that

the attractiveness of the goal attributes significantly

influences the intention to visit again. The

attractiveness of tourist destinations is one of the most

critical parameters that determine the volume of

tourists visiting tourist destinations. The formation of

a tourist destination attractiveness is influenced by

various factors: availability of tourist resources,

accessibility of tourist destinations, various tourist

offers, the security of staying at a destination, support

of tourist destination information, and attitudes of

local communities (Morozov et al., 2016)

H1: Attractiveness influences Intention to revisit.

The tourism literature states that attractiveness in

tourist destinations reflects the feelings, beliefs,

images, and opinions that individuals have about the

perception of a tourist destination to provide

satisfaction (Hu and Ritchie, 1993; Nguyen &

Cheung (2016). Attractiveness is a factor that attracts

tourists to the location certain appearance can be

presented from several appearances: Attractiveness

or attractive factors at the destination are the

determinants of power that influence the choice of

tourist destinations, satisfaction, and intention to

revisit (Formica and Uysal 2006; Nguyen & Cheung,

2016)

H2: Attractiveness influences satisfaction.

2.3 Destination Quality

Destination quality is the feeling of tourists for the

comfort and safety of the tourist destination

environment during a tour as a manifestation of the

intensity of the quality of comfort services that have

been provided by providers for tourists while visiting

tourist destinations (East, 2018). Seetanah et al.,

(2018) destination and satisfaction prove to be

predictors good of tourists' revisiting interest. Naqvi

et al., 2018 explained the quality of the destination to

visit again and WOM. Thus the two hypotheses in this

study are:

H3: Destination quality influences the intention to

revisit

Kim, Vogt, and Knutson (2015) state that visits

tourist destinations can be influenced by the image of

tourist destinations and the quality of tourist

destinations. Both of these are guarantees of tourist

satisfaction. Travelers expect all elements of a

destination to be of good quality and can function

well. Nguyen and Cheung (2016) in a study, stated

that improving the quality of tourist destinations

impact on increasing the number of domestic tourists

and especially the number of foreign tourists visiting

tours in Macedonia.

H4: Destination quality influences tourist

satisfaction.

2.4 Tourist Motivation

The results of research conducted by Fernández et al.,

(2016) shows that tourists' decision to visit heritage

tourism is influenced by motivation (knowing the

history/heritage of a city, and knowing the central

cuisine in heritage tourism destinations). Dayour and

Adongo (2015) state that motivation or

encouragement can explain the desire of tourists to

travel, while pull motivation explains the choice of

tourist destinations with various attractiveness

attributes.

H5: Motivation affects intention to revisit.

Fernández et al., (2016) stated that the level of

tourism education and motivation to learn about the

roots of a city's historical heritage, the importance of

gastronomy as part of cultural identity influences high

tourist satisfaction and tourist visits. Tourists choose

to travel because of their internal motivation (Correia

et al., 2013), and cultural motivation as one of the

main motivations (Breakey, 2012). According to

Effect of Attraction, the Quality of Destination, Motivation, and Satisfaction of Intention to Revisit on Heritage Destination

281

Abuamoud et al., (2014), the demand for heritage

sites by tourists is also influenced by services

provided by the public authorities, the availability and

viability of local communities to stimulate tourism in

this region, and motivation travelers.

H6: Tourist motivation influences tourist

satisfaction.

2.5 Tourist Satisfaction

Abdullah & Lui (2018), in his research on the factors

that influence overall international tourist satisfaction

and their intention to revisit Malaysia, concluded that

three factors affect satisfaction, namely the quality of

accommodation services, ease of transportation and

destination image and these tourists have a tendency

higher to re-visit Malaysia. Abubakar et al. (2017)

and Soleimani & Einolahzadeh (2018) stated that

quality refers to the intention to re-visit a tourist

destination through satisfaction and image. Besides,

service quality has a direct impact on satisfaction, and

there is a direct and positive relationship between

satisfaction and word-of-mouth.

H7: Tourist satisfaction influences intention to

revisit.

3 RESEARCH METHOD

This research is a quantitative research survey

respondent to test the hypothesis. The population in

this study are tourists who have the intention to revisit

heritage tourism and have the motivation to study

heritage in the Special Region of Yogyakarta. The

number of respondents was 250 tourists. This study

uses a five-point Likert scale. The data analysis

technique used in this study is AMOS-SEM. Testing

of models developed with various criteria index

Goodness of fit (Hair et al., 1998).

4 RESULTS

4.1 Profile of Respondents

This Description of the respondent contains the

demographics of the respondents consisting of

gender, age, area of origin, number of visits, and

length of stay. The description of respondents about

the data of respondents who participated in this study

can be seen in the table in table 1.

Table 1. Characteristics of Respondents

Characteristi

cs of

Respondents

Categor

Numb

er of

Percentage

1 Gender

Male 137 54.8%

Female 113 45.2%

2 Age

17 - 26

Year

111 44.4 %

27 - 36

Years

69 27.6%

37 - 46

Years

34 13.6%

47 - 56

Years

34 13.6%

57 - 66

Years

2 0.8%

Region of

Origin

Yogyak

arta

50 20%

Java

Island

137 54.8%

Outside

Java

63 25.2%

Number of

visits

2 Times 167 66.8%

3 Times 49 19.6%

than 3

Times

34 13.6%

Length of

Stay in

Special

Region of

Yogyakarta

1 Day 43 17.2%

2 Days 71 28.4%

3 Days 87 34.8%

than 3

days

49 19.6%

4.2 Test Results Validity and

Reliability

Factor Analysis confirmatory is used to assess the

construct validity, which consists of Convergent

Validity, Variance Extracted and Construct

Reliability (Hair et al., 1998). Results of testing the

validity and reliability can be seen in table 2.

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Table 2. Convergent Validity, Variance Extracted and

Reliability Construct

Based on the results Testing the validity and

reliability in Table 2 shows that all instruments have

good validity and reliability.

4.3 Intention to Revisit Model Testing

Results

The Results of intention to revisit model testing using

AMOS-Structural Equation Modeling (SEM)

evaluation can be seen in table 3.

Table 2. The goodness of Fit Test Results

Criteria

Recommende

d Value

Result

Information

Chi-Square

Expected

Small

379.99

Not good

Probability

≥ 0.05 0.000

RMSEA

≤ 0.08 0.058 Good

GFI

≥ 0.90 0.881 Marginal

AGFI

≥ 0.90 0.841 Marginal

Cmin / DF

≤ 2.00 1.836 Good

TLI

≥ 0.90 0.941 Good

NFI

≥ 0.90 0.900 Good

CFI

≥ 0.901 Good

From table 2 can be stated that the intention to

revisit model is acceptable. To test the hypothesis of

a causal relationship between attractiveness,

destination quality, tourist motivation, tourist

satisfaction and the intention to visit again, a path

between these variables is presented. The relationship

is shown in table 3.

Table 3.

Path

Coefficie

Probabi

lity (P)

Information

A 

0.277 0.029 Supported

A 

0.401 0.001 Supported

RI

0.364 0.002 Supported

 S

0.310 0.014 Supported

M 

0.153 0.047 Supported

M 

0.226 0.005 Supported

S 

0.215 0.047 Supported

Hypothesis testing is done by comparing the value

of probability (P) is said to be significant if p ≤ 0.05.

Based on the results of data analysis, all proposed

hypotheses are supported.

5 DISCUSSION

The results of this study indicate that attractiveness

(A) has an influence on the intention to revisit (RI) in

tourism heritage in the Special Region of

Yogyakarta. The magnitude of the influence of

Effect of Attraction, the Quality of Destination, Motivation, and Satisfaction of Intention to Revisit on Heritage Destination

283

attractiveness on the intention to revisit by 27.7%.

The first hypothesis (H1) is supported. Attractiveness

(A) also influences tourist satisfaction (S). The

magnitude of the influence of attractiveness on

satisfaction by 40.1%. Thus the second hypothesis

(H2) is supported. Tourists perceive heritage tourism

in Special Region of Yogyakarta as having diverse

cultures and historical buildings and interesting sites.

Also, to access heritage tourism is easy. Heritage

tourism in Special Region of Yogyakarta is

considered to have relatively good security. The

results of this study support Thiumsak and

Ruangkanjanases (2016) and Morozov et al. (2016)

state that there is an influence of attractiveness in the

intention to revisit. This study also supports that

attractiveness in tourist destinations reflects

satisfaction (Hu and Ritchie, 1993; Nguyen &

Cheung, 2016; Formica and Uysal 2006; Nguyen &

Cheung, 2016).

The results of this study indicate that destination

quality (DQ) influences the intention to revisit (RI)

on tourism heritage in the Special Region of

Yogyakarta. The magnitude of the influence of

destination quality on the intention to revisit is 36.4%.

The third hypothesis (H3) is supported. Destination

quality also influences tourist satisfaction (S). The

magnitude of the influence of destination quality on

satisfaction by 31%. Thus the fourth hypothesis (H4)

is supported. Tourists perceive heritage tourism in

Special Region of Yogyakarta as having good quality,

among others, shown by the comfort during the visit,

the complete facilities provided, the completeness of

information and communication built between the

tourist and the manager of heritage tourism. The

results of this study support the results of research

conducted by (Timur, 2018; Seetanah et al., 2018)

which state that destination quality and satisfaction

are predictors of the returning interest of tourists.

Naqvi et al., (2018); Kim, Vogt, and Knutson (2015)

also stated that intention to revisit is influenced by

destination quality. Both of these are guarantees of

tourist satisfaction. Travelers expect all elements of a

destination to be of good quality and can function

well. Nguyen & Cheung (2016) states that improving

the quality of tourist destinations has an impact on the

increasing number of domestic tourists and especially

the number of foreign tourists visiting tourist in

Macedonia.

The results of this study indicate that heritage

motivation (M) influences the intention to revisit (RI)

on tourism heritage in the Special Region of

Yogyakarta. The magnitude of the effect of

destination quality on the intention to revisit is 15.3%.

The fifth hypothesis (H5) is supported. Heritage

motivation also influences tourist satisfaction (S).

The magnitude of the influence of destination quality

on satisfaction by 22.6%. Thus the sixth hypothesis

(H6) is supported. Most respondents visited heritage

tourism in the Special Region of Yogyakarta because

there was an urge to study history, customs, or

traditions and study cultural heritage in the Special

Region of Yogyakarta. The results of this study

reinforce the findings of previous studies that

motivation to learn heritage can indeed cause tourists

to return to heritage tourism. The results of this study

could narrow the research gap, which states that the

motivation to learn customs and history cannot

increase intention to revisit. Although the results of

this research indicate that the effect of motivation on

the intention to revisit is the smallest, the effect is still

significant. Fernández et al., (2016); Dayour and

Adongo (2015); Correia et al., (2013), states that

tourists visiting heritage tourism are influenced by

heritage motivation. Other research conducted by

Breakey, 2012; Abuamoud et al., (2014), also showed

that motivation influences tourist satisfaction and

intention to revisit.

The results of this study indicate that satisfaction

(S) influences the intention to revisit (RI) in tourism

heritage. The magnitude of the effect of satisfaction

on intention to revisit of 21.5%. Thus the sixth

hypothesis (H6) is supported. The results of this study

indicate that heritage tourists are willing to re-visit

tourism heritage in the Yogyakarta Special Region in

the coming period. Recommend tours heritage in the

Special Region of Yogyakarta directly or indirectly to

family, friends, or the wider community. They are

choosing tourism heritage in the Special Region of

Yogyakarta as the first choice when going on a tour

again. Inform positive things to others/family about

experiences during a visit to tourism heritage in the

Special Region of Yogyakarta. They are choosing

tourism heritage in the Special Region of Yogyakarta

as a favorite destination. The results of this research

are in line with the findings put forward by Abdullah

&Lui (2018); Abubakar et al., (2017) and

Soleimani&Einolahzadeh (2018) which shows that

satisfaction with tourist destinations has an impact on

intention to revisit.

6 LIMITATION AND FUTURE

RESEARCH DIRECTIONS

The results of this study indicate that the intention to

revisit the model of heritage tourism destinations in

the Special Region of Yogyakarta is accepted. This

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means that there is a relationship between attraction,

destination quality, satisfaction, and intention to

revisit. This study shows that attractiveness has the

greatest influence in predicting intention to revisit.

Tourists who visit several heritage sites in the Special

Region of Yogyakarta perceive that heritage in the

Special Region of Yogyakarta has excellent

attractiveness. This can be observed from the high

attractiveness question items, which include

Attraction, Accessibility, Amenities, and Ancillary

Services. From the observed attractiveness variable,

the indicator that is most considered attractive by

tourists is Amenities. Which includes the availability

of places to eat, the availability of lodging in tourist

areas, and souvenir shops.

The results showed that the motivation of tourists

visiting heritage tourism in the Special Region of

Yogyakarta was based on the desire of tourists to visit

cultural heritage centers, building sites, and the

culture and customs in the Special Region of

Yogyakarta. Although the influence of motivation on

the intention to revisit is the lowest, the results of this

study can show that overall, respondents are

motivated to visit tourism heritage in the Special

Region of Yogyakarta in the high category level.

There are various kinds of motivation that tourists

have to visit tourism heritage, including the desire to

learn the customs and traditions that exist in the

Special Region of Yogyakarta. Besides that, the

motivation that encourages tourists to visit in the form

of a desire to know the cultural heritage and building

sites heritage in the Yogyakarta Special Region. It is

a cultural center and has a variety of cultural tourism

making Yogyakarta Special Region as a choice for

tourists to visit. The motivation of tourists visiting the

Yogyakarta Palace, Vredeburg Fort, Taman Sari, and

Prambanan Temple is the majority because they want

to see historical building sites that are still preserved,

besides the attractions heritage are places that must

be visited by tourists when in the Special Region of

Yogyakarta.

This research is only limited to domestic tourists

visiting heritage tourism. Future studies should also

analyze the intention to revisit in international

tourists. By analyzing the behavior of international

tourists, visiting is expected to obtain more in-depth

information on several factors that influence the

intention to revisit so that strategies can be

determined to increase tourist visits on heritage

tourism. This study also did not conduct in-depth

interviews with respondents, so researchers could not

explore further and more detailed about the

motivation of tourists visiting heritage tourism. For

further research is expected to conduct in-depth

interviews with heritage tourists to explore further

their motivation to visit heritage tourism. Based on

findings in the field and from several previous

research references, other variables can be used to

predict intention to revisit in heritage tourism,

including trust in heritage sites (Abubakar et al.,

2017), image, and emotion (Wu et al., 2015).

ACKNOWLEDGMENT

We are thankful for the Directorate of Research and

Community Service, Ministry of Research and

Technology of the Republic of Indonesia (Directorate

of Research and Community Service - Ministry of

Research, Technology and Higher Education) for

funding this study in the Thesis Research Grant

scheme ( Master Thesis Research Scheme) 2019. We

are also thankful for the LPPM UPN Veterans

Yogyakarta as the institution that has the approval to

conduct this research.

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