The 2nd Conference on Management, Business, Innovation,

Education, and Social Science (CoMBInES)

Taichung, Taiwan 3-6 March, 2022

ANALYSIS OF THE EFFECT OF DESTINATION IMAGE, ATTITUDE, AND

SUBJECTIVE NORMS ON TOURIST VISIT INTENTION TO BEACH
TOURISM IN BATAM
Chrissilia Widyasari Putri, Oda I.B. Hariyanto
Faculty of Business And Management, Universitas Internasional Batam, Indonesia
{[email protected], [email protected] }

Abstract
This research was conducted to show that the aspect of Desire to Visit has a relationship with the
components of Destination Image, Attitude, and Subjective Norms. Coastal tourism destinations are one of
the destinations visited by domestic tourists. The quality of a destination creates a desire to visit that
destination. This study uses the purposive sampling technique research method. IBM SPSS Statistics 20 is
used as a program for data processing. Objects and samples in this study are domestic tourists in Batam who
want to visit beach tourist destinations in Batam. This study used 411 respondents who were collected
through distributing questionnaires on social media. The independent variables used in this study are
destination image, attitudes, and subjective norms, the results of the study prove a significant positive effect
on the desire to visit as the dependent variable.
Keywords:Destination Image, Attitude, Subjective Norms, and Visit Intention

Introduction destination they will visit. These are the criteria

Tourism is one of the sources of foreign for tourists to visit or not. Therefore, destination
exchange in Indonesia which contributes greatly image will play an important role, both in
to the economy of a country. Data from the attracting or holding tourists to visit. Indonesia is
Ministry of Tourism of foreign exchange one of the countries that has become a tourist
earnings from the tourism sector in 2019, is destination for both foreign and domestic tourists.
targeted to reach US $ 20 billion and become the Based on data from the Ministry of Tourism of
largest source of foreign exchange, beating the the Riau Islands, it contributed 20%. One of the
results of exports of palm oil and oil and gas. cities with the largest contribution in Batam City,
(Kunjana, 2018). Based on data obtained from the which is the most popular tourist destination and
Ministry of Tourism, Bali is the largest foreign is visited by many tourists from Singapore,
exchange-producing tourist destination, Jakarta is Malaysia, South Korea, China, and others. In
in the second position. While in the third position, addition to foreign tourists, domestic tourists
namely the Riau Islands which contributed 20%. from Tanjung Pinang, Tanjung Balai Karimun,
(Kunjana, 2018). Recognizing the importance of Selat Panjang, Dumai and others have also
the tourism industry sector to the economy of a contributed to Batam City. This can be proven by
country, the state strives to provide the best data from the Head of the Batam City Central
service for foreign tourists and domestic tourists. Statistics Agency (BPS), the number of domestic
The state seeks to build a strong destination image tourist visits to Batam City in 2019 was recorded
to generate the attractiveness of a destination and as 56,808 tourists. The total number of domestic
to build the interest and perception of foreign tourist arrivals recorded from the beginning to the
tourists and domestic tourists to visit their tourist end of the year was 664,645 tourists. (Badan
destinations. When tourists decide to visit a Pusat Statistik, 2019)
destination they assess and evaluate the
destination, perception, and image of the
Table 1 Number of Tourist Visits to Batam City 2019

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Education, and Social Science (CoMBInES)
Taichung, Taiwan 3-6 March, 2022
Kunjungan Wisatawan ke Kota Batam 2019
Negara Jan Feb Mar Apr Mei Juni Juli AgusDes Sep Okt Nov
56808
Indonesia 54298 63128 59141 44611 47812 75120 47181 65769 55298 48071 47408 Total
664645
Source : (Badan Pusat Statistik, 2019)

The destination image will be the initial guideline visit refers to the perceived probability of visiting
for tourists in determining how attractive a tourist a place within a certain period.
destination is. These guidelines will be the According to (Su et al., 2020) The desire to
criteria for tourists in deciding which tourist visit is defined as the subjective intention and
destinations to visit. (Sam Al-Kwifi, 2015). tendency of potential tourists to visit a certain
According to(Whang et al., 2016) destinations destination which is stimulated by internal and
with preferred images are more likely to be external information such as destinations and
included in the decision-making process. In social media.
addition to the destination image, attitudes also
affect a desire to visit. (Jalilvand & Samiei, 2012) The Influence of Destination Image on
stated that the attitude of tourists is considered a Visit Intention
strong predictor of their decision to travel to a Destination Image is defined as a
particular destination. According to (Alhakimi & representation of individual thoughts on
Esmail, 2020), individuals will have intentions knowledge, feelings, and perceptions of the
towards an object or behavior if they are overall destination of a particular tourist
influenced by the surrounding community. destination. Destination image has also been
Individuals will do what they believe if the investigated to have a significant influence on
environment or society around them supports tourist behavioral intentions (Assaker et al.,
what they do. This means that the desire of 2011). Destination image is a tourist's perception
tourists when they want to visit a destination is of a product, object, behavior, and event
also influenced by the people around them to accompanied by beliefs, feelings, and a set of
believe in what they are doing and their desire to goals (Stylos et al., 2016). In general, the image
visit a place. of a destination is a picture of the overall
impression of tourists. Destination image is the
Literature Review first impression of a product, attractions, and
attributes that will be the criteria in the selection
Visit Intention process (Whang et al., 2016).
In general, the desire to visit can be Researchers who have examined the effect
interpreted as a consumer's desire to buy which of destination image on the desire to visit,
shows the behavior of the consumer's namely, (Whang et al., 2016); (Khan et al., 2017);
commitment to making purchases of goods and (Prayogo et al., 2017); (Yin et al., 2020);. These
services. Similarly, the tendency of tourists to researchers revealed the same result, namely that
visit a tourist destination.(Kinnear & Taylor, the destination image had a positive effect on the
1998) desire to visit.
(Whang et al., 2016)interpreting the desire
to visit is the possibility of what tourists feel when The Influence of Attitude on Visit
visiting a tourist destination to build a subjective Intention
perspective that will later influence behavior and Attitude is defined as the character of an
the final decision to visit. This definition is also individual in responding favorably or
in line with the research investigated by (Baloglu unfavorably to an object, person, institution, or
& McCleary, 1999) which states that the desire to event (Han et al., 2009). In general, the attitude

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Education, and Social Science (CoMBInES)
Taichung, Taiwan 3-6 March, 2022
towards a behavior is described as an individual influence of subjective norms on the desire to
who has a beneficial judgment or not when visit has been investigated and has a positive
performing a certain behavior, the positive relationship with the desire to visit. Some of these
attitude of a person towards a behavior, the more researchers have examined the relationship
likely the behavior will be carried out.The between subjective norms and the desire to visit,
influence of attitudes on the desire to visit has (Shen et al., 2009);(Verma & Chandra, 2018);
been studied by several researchers and has a (Tuan Mansor & Ngah, 2018) (Leung, 2019). The
positive relationship with the desire to visit. researchers who studied found a positive
(Jalilvand & Samiei, 2012) found that attitudes influence on subjective norms and intention to
had a relevant relationship to the desire to visit. visit.
Meanwhile,(Albarq, 2013) has similar results,
namely that attitudes have a relevant relationship Research Methods
with the desire to visit because it has been shown The research method used is based on the
to influence tourists visiting Jordan. (Lita et al., characteristics of the problem, this research can
2014)also found that there was a positive be categorized as causal-comparative research.
relationship between attitudes towards visiting Causal-comparative research is a type of research
intentions. (Verma et al., 2019) also revealed a with problem characteristics in the form of cause-
positive relationship between consumer attitudes and-effect relationships between independent
towards the desire to visit environmentally variables (influenced variables) and dependent
friendly hotels. variables (influenced variables). Causal-
comparative research aims to investigate possible
The Influence of Subjective Norms on cause and effect relationships by observing the
Visiting Desire effects that exist, then tracing the causal factors
Subjective Norm is defined as a person's that make them possible. (Prajitno, 2008). The
response to social pressures to behave. According object in this study is the desire to visit (Visit
to (Alhakimi & Esmail, 2020) Subjective Norm is Intention) for domestic tourists who want to visit
the influence felt by the individual by other or have visited beach tourist destinations in
individuals or groups who are important or close Batam City. The population in this study were
to him (such as friends, neighbors). Subjective domestic tourists who had visited coastal tourist
norms (subjective norms) are social influences destinations in Batam City. Based on data
that influence a person's behavior. If a person is obtained from BPS (Badan Pusat Statistik, 2019)
influenced by the surrounding community to do the number of domestic tourists visiting Batam
something or that he believes that the City is 664,645, which can be seen in the table
environment or society around him supports what below.
he does, he will have the desire to behave.The

Table 2 Number of Tourist Visits to Batam City 2019

Kunjungan Wisatawan ke Kota Batam 2019

Negara Jan Feb Mar Apr Mei Juni Juli Agus Des Sep Okt Nov
56808
Indonesia 54298 63128 59141 44611 47812 75120 47181 65769 55298 48071 47408 Total
664645
Source : (Badan Pusat Statistik, 2019)

The sample used for this research is using technique. Researchers usually use subjects that
a non-probability sampling technique. represent a certain number of characteristics. The
Nonprobability sampling is a random sampling sampling technique in this study used purposive

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Education, and Social Science (CoMBInES)
Taichung, Taiwan 3-6 March, 2022
sampling. The sample in this study prefers data on domestic tourist visits through the website
domestic tourists compared to the people of of the Central Statistics Agency.
Batam City in general. The research sample is
domestic tourists who have visited or want to visit Results and Discussion
beach tourist destinations in Batam City such as Descriptive Test
Ranoh Island, Nongsa Beach, and other tours. In this study, the authors collected data
from questionnaires distributed from May 2021
Data collection technique to July 2021. Questionnaires were distributed
The type of data used is primary data. using an online questionnaire (Google Form) as
Primary data was obtained from the results of many as 425 questionnaires to domestic tourists
distributing questionnaires to respondents. The who had visited coastal tourist destinations in
sources for obtaining this primary data are Batam City. Questionnaires that have been
respondents who are relevant to the research to be returned and filled out amounted to 411
conducted. The method used in this study is a questionnaires so that they can be used for
quantitative method through distributing online research analysis.Based on the results of the
questionnaires through Google Forms to local questionnaires answered by 411 respondents, the
tourist respondents in Batam City. The largest percentage was dominated by female
questionnaire is closed in which the respondent respondents with a total of 236 respondents.
can choose the available answers. Questionnaires Among the younger generation, 20-30 years with
are used to determine whether the destination students employment status and private
image, attitudes, and subjective norms influence employees are among those who often make
the respondents' willingness to visit beach visits to beach tourist destinations in Batam City
tourism destinations in Batam City. This with a total of 269 respondents. Furthermore,
questionnaire was measured using a 5-point based on data on the frequency of beach tourist
Likert scale (with a range of 1 being strongly destinations in Batam City that have been visited,
disagreed, 2 being disagreeing, 3 being neutral, 4 Nongsa Beach is the most visited destination with
being agreeing, 5 being strongly agreeing). Then a total of 81 respondents. Based on the results of
the data collection technique was also carried out the frequency of visits to beach tourist
through studying journals, articles, and studies destinations, the average respondent visits beach
contained in the existing Google Scholar related tourist destinations more than once a year with a
to the topic/problem being studied. Then total of 140 respondents.
secondary data was obtained through statistical
Table 3 Validity Test Results

Pertanyaan Muatan Keterangan

Faktor
CD1 ,757 Valid
CD2 ,793 Valid
CD3 ,682 Valid
CD4 ,775 Valid
CD5 ,735 Valid
S1 ,614 Valid
S2 ,820 Valid
S3 ,828 Valid
S4 ,854 Valid
S5 ,868 Valid

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Education, and Social Science (CoMBInES)
Taichung, Taiwan 3-6 March, 2022
NS1 ,791 Valid
NS2 ,788 Valid
NS3 ,672 Valid
NS4 ,772 Valid
NS5 ,793 Valid
KB1 ,621 Valid
KB2 ,727 Valid
KB3 ,722 Valid
KB4 ,736 Valid
KB5 ,752 Valid
Source: Primary Data Processed (2021)

Based on the data in table 3, there are 20 and Desire to Visit have the appropriate criteria,
questions tested with the destination image namely, a significance value > 0.6 so that all
variable, attitude variable, subjective norm indicators tested pass the significance criteria so
variable, and the desire to visit variable having 5 that the variables are considered valid.
questions each. It can be seen that the variables of
Destination Image, Attitude, Subjective Norm,
Table 4 Reliability Test Results

Keterangan
Variable Cronbach’s Alpha
Citra Destinasi 0.801 Reliable
Sikap 0.856 Reliable
Norma Subjektif 0.819 Reliable
Keinginan Berkunjung 0.741 Reliable
Source: Primary Data Processed (2021)

Based on the data in Table 4, four variables concluded that the respondents' answers to the
are declared reliable because they have a four variables are consistent
Cronbach value > 0.6. Therefore, it can be
.

Table 5 T-Test Results

Variabel Unstandardized T Sig. Keterangan

Coefficients
B Std. Error
(constant) 6.206 0.921 6.739 0,000
Citra Destinasi 0.143 0.030 4.711 0.000 H1: Signifikan
Positif
Sikap 0.253 0.028 8.979 0.000 H2: Signifikan
Positif

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Education, and Social Science (CoMBInES)
Taichung, Taiwan 3-6 March, 2022
Norma Subjektif 0.357 0.033 10.693 0.000 H3: Signifikan
Positif
Source: Primary Data Processed (2021)

Based on the results of the t-test, all studied by ((Ferns & Walls, 2012); (Jalilvand &
hypotheses can be accepted and all the variables Samiei, 2012); (Lita et al., 2014); (Doosti et al.,
tested have a significant positive effect on the 2016); (Tan & Wu, 2016); (Prayogo et al., 2017);
variable of visiting desire. The results of the t-test (Seow et al., 2017)and (Leung, 2019))
show results that are in line with the research

Table 6 Adjusted R Square Test Results

Adjusted R
Model R R Square
Square
1 0.685 a 0.470 0.466
Source: Primary Data Processed (2021)

Based on the data in table 6, the adjusted R studied by (Tuan Mansor & Ngah, 2018); (Verma
Square value is 0.466. The independent variables & Chandra, 2018), and(Leung, 2019).
of Destination Image, Attitude, and Subjective
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