Analysis of Tourism Destination Image Value Creation through

Emotion on Spa Health Tourism in Bandung West Java

Angga Dewi Anggraeni

and Suci Fika Widyana

D4 Manajemen Perusahaan, Politeknik Pos Indonesia, Jl Sariasih No.54, Bandung, Indonesia

D3 Manajemen Pemasaran, Politeknik Pos Indonesia, Jl Sariasih No.54, Bandung, Indonesia

Keywords: Tourist Emotion, Tourist Destination Image, Behavioral Intention, Health Tourism, Spa.

Abstract: The purpose of the study was to develop a behavioral intention model of urban tourists in visiting Health Spa

tourism during the Covid-19 pandemic in Bandung City. The city of Bandung has its own charm through Spa

health tourism, lots of tourists visit while relaxing by enjoying the Spa in Bandung. This is also supported by

the Minister of Culture and Tourism who held an event titled Spa & Wellness Tourism Award 2019 which

was at Spa industry business players. Factors identified in the study include tourist emotion and tourist

destination image. The goal is set based on the problem of knowing the factors that influence the behavioral

intentions of tourists in the new normal era. The data collection method is in the form of a questionnaire with

a sample of 70 samples. The data processing method uses simple data analysis using SPSS and the Regression

and Correlation method to determine the relationship between factors that influence behavioral intentions in

the new normal era. The results of the study found that there was an influence of Tourist Emotion and Tourist

destination image through Behavioral intention.

1 INTRODUCTION

Healing is a key tool in this transformative economic

era in the tourism industry. (Davis, 2000) claims that

the nature of desire has shifted from an interest in the

basic needs for food, shelter and housing, to the

pursuit of a fine balance between mental healing and

spiritual pleasure. Prior to the experience economy,

customer needs and wants were directly correlated

and influenced by how customers felt and what they

experienced and remembered through tourism

products. But in a transformative economy,

customers want physical and mental transformation.

Its economic goal is to persuade consumers who want

to nourish body and soul.

Following popular terms describing a healthy life,

"well-being" in the 1980s and "lifestyle health and

sustainability" (LOHAS) in the 1990s, the term

"healing" is now popular. Healing is pervasive in life,

as seen in the media, marketing, goods and services,

and the arts. People enjoy healing in cosmetics, food,

clothing, home, music, art, sports, travel and

entertainment (yang, jae yeon; paek, soyon; kim,

taegoo; lee, 2015).

Indonesia has extraordinary human resource

potential in the tourism sector, the spa industry is

included in 3 areas of the tourism industry. Its

business standards are regulated in accordance with

Permenparekraf Number 24 of 2014 where spa

products have 8 Spa management standards in them.

The Spa and Wellness industry in the country has the

potential to encourage the Indonesian tourism sector

to be more highly competitive and competitive both

at regional and global levels, Spa and Wellness

tourism are developed for the purpose of prevention

and health maintenance, so before going to the doctor,

we can do treatment at the Spa, by Therefore, the

Ministry of Tourism supports efforts to optimize Spa

Indonesia as a tourism attraction (Kemenpar, 2019b).

So before going to the doctor, we can do treatment at

the Spa, therefore the Ministry of Tourism supports

efforts to optimize Spa Indonesia as one of the tourist

attractions (Kemenpar, 2019b).

This is supported by the Minister of Culture and

Tourism, who held an Event titled Spa & Wellness

Tourism Award 2019 themed (Heritage Spa

Indonesia) held by the Ministry of Tourism aimed at

Spa industry business players, Spa Professionals, this

event will provide awards for 5 professional

categories, 17 industry categories and the selection of

3 Spa Ambassadors (Kemenpar, 2019a). but the

perception that appears in the community towards

236

Anggraeni, A. and Widyana, S.

Analysis of Tourism Destination Image Value Creation through Emotion on Spa Health Tourism in Bandung West Java.

DOI: 10.5220/0010860500003255

In Proceedings of the 3rd International Conference on Applied Economics and Social Science (ICAESS 2021), pages 236-241

ISBN: 978-989-758-605-7

Spa in Indonesia is considered negative, this is

supported by the Tribunnews article. Spa and tourism

have a strong relationship and need each other.

Tourists need relaxation after traveling, and spas need

tourists to keep growing. Spa can be a new industry

that can support the community's economy. The spa

industry in Indonesia still has a negative impression,

except for Bali. Because it has applied the right

concept and standardization (tribunnews, 2019)

Indonesia is not a popular health tourism

destination, while the Global Wellness Economy

Monitor 2017 (GWEM) reports that Indonesia is

ranked 17th out of the Top 20 Wellness Tourism

Market 2015. In 2017, Heavenly Spa by Westin, Nusa

Dua, Bali was announced as the Winner of Global

Best Luxury Wellness Spa by World Luxury Spa

Awards 2017. The health tourism market includes

two types of health tourists namely primary and

secondary health tourists. Primary travelers are those

whose main objective factor is health, while

secondary are brands that seek to maintain a healthy

lifestyle. Most wellness tourism is carried out by

secondary tourists, who account for 89% of all health

trips, and the majority of health tourism is carried out

by domestic tourists, driven by short-term and

weekend trips. (Lucky Kurniawan, 2018).

Studies of the spa industry model in the new

normal era are still rarely found in Indonesia. This

research will initiate a study of the model of the spa

industry in Indonesia, especially in Bandung. This

research is expected to contribute to the spa industry

to survive and adapt to the new normal era. In

addition, it can support companies to formulate the

best business strategies to maintain customer

satisfaction, which can also indirectly affect

economic growth in Indonesia.

2 LITERATURE REVIEW

2.1 Concept of Behavioural Intention in

Customer Behaviour

Understanding of behavioral intentions (Behavioral

Intention) according to experts: (John C, Mowen;

Micheal, 2012) the consumer's desire to behave in a

certain way in order to have, dispose of and use

products or services. So, consumers can form a desire

to seek information, tell others about their

experiences with a product, buy a certain product or

service, or dispose of the product in a certain way.

Opinion (Zeithaml, Berry, & Parasuraman, 1996)

which states that the indicators used to measure

behavioral intention are:

1. Revisit intention, Intention to visit is defined as

the possibility of a consumer to be interested in

revisiting a certain place he has seen, besides that

other factor are recommendations from other

parties which are very important because they can

influence someone for the purchase process.

Buying interest is a consumer's urge to make a

purchase or a person's urge to make a repeat

purchase. Repeat purchase behavior is often

associated with brand loyalty. However, the

difference between the two. When loyalty to

reflect the psychological commitment to a

particular brand. Then repurchase behavior is

solely related to the purchase of the same

particular brand repeatedly.

2. Positive word of mouth, Informal communication

about products or services is different from formal

communication because in informal

communication the sender does not speak in the

capacity of a professional or commercial

communicator, but tends to be a friend. This

communication is also called word of mouth

communication which tends to be more

persuasive because the sender of the message has

no interest at all in the actions of the recipient.

Most of the process of communication between

humans is done through word of mouth. Every

day someone talks to each other, exchanges ideas,

exchanges information, gives each other opinions

and other communication processes. Perhaps the

actual knowledge of consumers on various kinds

of products is mostly due to word-of-mouth

communication. This happens because

information from friends will be more reliable

than information obtained from advertisements.

3. Willingness to recommend. Customers who more

positively evaluate the quality of

products/services are more likely to spread word

of mouth, are willing to recommend to others and

intend to revisit in the future.

2.2 Tourist Destination Image Concept

in Customer Image

The concept of image is defined as the affinity

between event and destination as perceived by

tourists. Therefore, the image is developed in one's

mind and therefore subjective. Before evaluating the

suitability of an image, it is important to come to a

mutual agreement about the image. (Hallmann &

Breuer, 2010). In the marketing literature, image is

determined by: 1. Affective image (emotional); 2.

Cognitive image (factual knowledge); 3. Conative

Component. It is defined as a starting-dimensional

Analysis of Tourism Destination Image Value Creation through Emotion on Spa Health Tourism in Bandung West Java

237

construct that represents the subjective image of an

object in one's mind, based on affective, cognitive and

conative. This is in line with what was stated by (Chi

& Qu, 2011) that the dimensions of the destination

image are:

1. Cognitive destination image: means the response

or perception of a belief towards the destination.

The goal is to make knowledge easy to remember.

cognitive image consists of quality of experience,

touristic attractions, environment and

infrastructure, entertainment/outdoor activities

and cultural traditions;

2. Unique destination image: a response or

perception of tourists about the uniqueness of a

destination that is different from other tourist

attractions. Unique image consists of natural

environment, appealing destination, and local

attraction; Affective destination image: a

statement about whether you like or dislike a

destination. Affective image consists of pleasant,

arousing, relaxing, and exciting

2.3 Tourist Emotion Concept

Emotions on the other hand are more intense from a

specific stimulus than moods arising from the

cognitive interpretation of events that are influenced

by cognitively assessed internal (e.g. personality,

beliefs, goals) and external (e.g. product

performance, other people's responses) conditions.

And interpreted as harmful or beneficial (deng,

zhaohua; liu, shan; hinz, 2016). The results of this

evaluation may be in the form of positive and

negative emotions. The results of specific emotions

obtained during product consumption are called

emotional consumption (deng, zhaohua; liu, shan;

hinz, 2016). The literature shows that emotions can

be classified both by specific emotions and

expressions (e.g. happy, disappointed, angry, etc.)

1. Positive Emotion, which can be further

categorized as emotions such as passion, relax,

pleasure, pleasure, joy, etc.

2. Negative Emotion, which can be further

categorized as emotions such as displeasure,

discomfort, tension.

The stages of developing the research model are

determining the basic model, studying literature,

formulating hypotheses to operationalizing variables

based on the literature study that has been carried out.

The explanation can be described in the following

framework:

Figure 1: Research Model

Based on the existing theory and in accordance

with this research, the authors put forward the

research hypothesis as follows:

Hypothesis 1: Tourist Destination Image has a

positive effect on Behavioral Intention

Hypothesis 2: Tourist Emotion has a positive effect

on Behavioral Intention

Hypothesis 3: Tourist Emotion and Tourist

Destination Image have a positive effect on

Behavioral Intention

3 RESEARCH METHODOLOGY

The data collection stage begins with the initial data

collection process, then the determination of the

number of samples, to the collection of research data.

The research population is residents who live in the

city of Bandung (unknown population). The study

was not conducted on the entire population, due to

limited statistical data, the presence of scattered

respondents, limited time, cost, place, and manpower.

Therefore, this study took part of the population

object. Based on these considerations related to the

structural path in the research model, it was found that

the minimum sample in this study was 10 times rule

(Hair, 2014) the largest number of formative

indicators used to measure one construct (10 x 7), so

that it can be determined the number of samples in

this study is as many as 70 samples. Sampling of the

target population will be carried out using the simple

random sampling method (Sugiama, 2008) with data

collection techniques using online questionnaires

distributed. Testing the validity of the research

construct in the initial data collection using the

Spearman rank method and testing the reliability of

the measurement tool intended in this study is a

questionnaire with the consistency method. between

items using Cronbach's alpha which was calculated

using SPSS 20 software.

Descriptive data analysis was conducted to

describe the profile, characteristics, or relevant

aspects of the variables observed in the study,

whether related to humans, organizations, and others.

ICAESS 2021 - The International Conference on Applied Economics and Social Science

238

While the verification data analysis was carried out

using an explanatory structural research method to

find and analyze the relationship between behavioral

intentions and tourist emotions and the image of the

tourist destination through Multiple Regression

analysis, multiple correlations, and coefficients of

determination on the research objects involved in this

study.

4 RESULT AND ANALYSIS

Based on instrument testing, there are 70 respondents

who have been valid (>0.05). Reliability value data as

much 0.923 for tourist emotion, 0.909 for tourist

destination, and 0.955 for behavior intention,

Cronbach’s Alfa showed that the instrument of the

research was reliable (> 0.07). Then, Table 1 shows

the profile of the respondents based on the results of

the questionnaire. Respondent are customer Spa

Health Tourism in Bandung, mostly female, aged 26-

35 year sold, work in private companies, have a

bachelor’s degree, they have money income 5-10

million rupiah per month.

Double regression analysis is used to measure

how the influence of Tourist Destinations image on

Behavioral Intention. Based on the Table 2, it can be

seen that the destination does not have a significant

influence on behavioral intention with a positive

relationship direction. This can be seen from the f-test

analysis value of F is 35.863 with sig. 0.000 (<0,05),

so it can be concluded tourist destination has a

significant effect on tourist behavioral intention. This

result means the behavioral intention is directly affect

by tourist destination. This result is in line with

Papadimitriou (2015) the influential role of

destination personality and affective image is a

mediator of the relationship between destination

personality and affective image with tourist

behavioral intentions. The tourist destination has

effect on behavioral intention 0.02958 or 2,95%

(Table 1).

Table 1: Profile of Respondents

Table 2: The results of F-test

Table 3: The results of t-test

Analysis of Tourism Destination Image Value Creation through Emotion on Spa Health Tourism in Bandung West Java

239

Based on the results of t-test analysis, (Table 3) it

can be seen that tourist emotion has a significant

influence on behavioural intention with a positive

relationship direction. This can be seen from the t-

value is 4.505 which is above the t table value for

level 0.05, which is 1.960 and sig.value is 0.000

(<0.05), so it can be concluded that tourist emotion

has a significant effect on behavioural intention. This

result is in line with Prayag et. al. (2015) that the

emotional experience of tourists acts as an antecedent

of the overall perceived image and satisfaction

evaluation. In addition, the overall image has a

positive effect on tourist satisfaction and intention to

recommend. The tourist emotion has effect on

behavioral intention 0.3376 or 33,76% (Table 3).

Influence of Tourist Emotion and Tourist

Destination on Behavioural intention

To answer this hypothesis, Sobel test analysis was

used with the following results:

Figure 2 Result Tourist Emotion effect on Behavioural

Intention through Tourist Destination

The results of the Sobel test calculation for

hypothesis 8 show that the t-statistic Sobel test value

is 0.440 and this value is less than 1.960. Thus, it

means that tourist destinations are not able to be a

mediating variable between tourist emotion and

behavioural intention.

Table 4: The results of correlation Tourist Emotion and

Tourist Destination through Behavioural Intention

According to Table 4 can be seen that

R(correlation) is 0.719. This value indicates that the

degree of strength of the relationship between Tourist

Emotion and Tourist Destination

through Behavioral

Intention

is in the range of a close relationship (in

range 0.70-0.90). Meanwhile the contribution of

Tourist Emotion and Tourist Destination

as an

independent variable or variable that affects

Behavioral Intention

is 0.517 (51.7%), the remaining

48.3% is influenced by other factors not examined in

this study.

5 CONCLUSIONS

Based on the research analysis "Analysis of Tourism

Destination Image Value Creation Through Emotion

on Spa Health Tourism in Bandung West Java", it can

be concluded that the Tourist Emotion and

Destination image variable has a positive and

significant effect on Behavioral Intention.

ACKNOWLEDGEMENTS

The author would like to thank The Ministry of

Education and Culture Research and Technology as

the funder for this research and Pos Indonesia

Polytechnic, which has supported the conduction of

the study.

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