Clevina, Kania Diandra and La Are, Robert (2017) The Impact of Destination Brand Equity Towards Tourist Motivation: A Case Study of X Mall. Bachelor thesis, Swiss German University.

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Abstract

"Traveling from one destination to another is a common activity nowadays. Either for vacation, honeymoon and even business purposes, people wants to find the best destination spend their money and time on it. To trigger the tourist’s motivation in choosing a destination to travel to, destination brand equity could be one of the factors. This research aims to find whether destination brand equity has an impact on tourist’s motivation to travel to destination. This research uses simple linear regression on 125 respondents of X mall as the mall itself is chosen because it is a Japanese franchise mall that displays some of the Japanese culture aspects in the mall. Simple random sampling is used in this research as the sampling method, by using Slovins’s formula. SPSS software is used for validity and reliability test, classical assumption test, cross tabulation and hypothesis testing are conducted for this research. From the results of the tests done, it is concluded that destination brand equity has an impact towards tourist motivation as high as 0.622. The dimension of destination brand equity that has the highest impact is destination loyalty. Indicators of destination loyalty are revisit intentions with 0.740, recommend to others with 0.666 and 0.739,and positive things with 0.636

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Tourist Motivation ; Destination Brand Equity ; Destination Loyalty ; Positive Things ; Revisit Intentions
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) > Tourism--Marketing T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Adityatama Ratangga
Date Deposited:	15 May 2020 02:43
Last Modified:	20 May 2020 03:51
URI:	http://repository.sgu.ac.id/id/eprint/205

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