The Driving Factors of Trustand behavioral Intention on Ecotourism Marketing

International Journal of Economics and Management Studies
© 2019 by SSRG - IJEMS Journal
Volume 6 Issue 8
Year of Publication : 2019
Authors : Hartanti Nugrahaningsih, Farida Jasfar , Hamdy Hady
pdf
How to Cite?

Hartanti Nugrahaningsih, Farida Jasfar , Hamdy Hady, "The Driving Factors of Trustand behavioral Intention on Ecotourism Marketing," SSRG International Journal of Economics and Management Studies, vol. 6,  no. 8, pp. 29-38, 2019. Crossref, https://doi.org/10.14445/23939125/IJEMS-V6I8P105

Abstract:

This study aims to examine the influence of destination image and social media on trust and behavioral intention. The data is collected through surveys to 300 visitors at National Park in West Java. Sampling technique uses purposive sampling method. Data analysis uses Structural Equation Modeling (SEM) with Partial Least Square (PLS) as statistical tools. There are four accepted hypothesis and only one hypothesis has been rejected. Destination image and social media has significant impact on trust. Destination image has significant impact on behavioral intention, meanwhile social media has not. Trust has significant impact on behavioral intention. This result recommends trust as the main factor to increase visitors and revisit level.

Keywords:

Driving Factors , Ecotourism Marketing , Behavioral Intention

References:

[1] Adams, B., & Webb, R. (2002). Trust in small military teams. 7th International Command and Control Technology Symposium, (JANUARY 2002), 1–20. Retrieved from http://www.dodccrp.org/events/7th_ICCRTS/Tracks/pdf/006.PDF?origin=publication_detail
[2] Al-Mukhaini, E., Ismail, S., & Al-Dhuhli, I. (2014). The Impact of Social Media on Consumer Behavior. Journal of International Business Research and Marketing, 3(1), 7–13. https://doi.org/10.18775/jibrm.1849-8558.2015.31.3001
[3] Anderson, J. C., & Gerbing, D. W. (1988). Structural Equation Modeling in Practice : A Review and Recommended Two-Step Approach. 103(3), 411–423.
[4] Artuger, S., & Cetinsoz, B. C. (2017). The Impact of Destination Image and the Intention to Revisit: A Study Regarding Arab Tourists. European Scientific Journal, ESJ, 13(5), 82. https://doi.org/10.19044/esj.2017.v13n5p82
[5] Aydin, S. (2005). Customer loyalty and the effect of switching costs as a moderator variable : A case in the Turkish mobile phone market Customer loyalty and the effect of switching costs as a moderator ... Aydin , Serkan ; Özer , Gökhan ; Ömer Arasil. (June 2015). https://doi.org/10.1108/02634500510577492
[6] Aydin, S., Özer, G., & Arasil, Ö. (2005). Customer loyalty and the effect of switching costs as a moderator variable. Marketing Intelligence & Planning, 23(1), 89–103. https://doi.org/10.1108/02634500510577492
[7] Badan Pusat Statistik (BPS). (2017). Berita Resmi Statistik. Jakarta.
[8] Barefoot, D., & Szabo, J. (2009). Friends with benefits: A social media marketing handbook. No Starch Press.
[9] Biswakarma, G. (2017). Impact Of Destination Image And Perceived Risk On Behavioral Intention Of Travelers To Nepal. International Journal of Advanced Reserach and Publication, 1(5).
[10] Bitner, M. J. (1992). The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57–71. https://doi.org/10.1080/02642069.2011.613934
[11] Blackshaw, P., & Nazzaro, M. (2004). Consumer-generated media (CGM) 101. Retrieved May, 25, 2005.
[12] Bravo, R., Montaner, T., & Pina, J. M. (2009). The role of bank image for customers versus non-customers. International Journal of Bank Marketing, 27(4), 315–334.
[13] Chen, S. C., & Dhillon, G. S. (2003). Interpreting dimensions of consumer trust in e-commerce. Information Technology and Management, 4(2–3), 303–318.
[14] Chin, W. W. (1998). Commentary: Issues and opinion on structural equation modeling. JSTOR.
[15] Christou, E. (2015). Branding Social Media in the Travel Industry. Procedia - Social and Behavioral Sciences, 175(1955), 607–614. https://doi.org/10.1016/j.sbspro.2015.01.1244
[16] Cox, C., Burgess, S., Sellitto, C., & Buultjens, J. (2009). The role of user-generated content in tourists’ travel planning behavior. Journal of Hospitality Marketing & Management, 18(8), 743–764.
[17] Davidoff, Phiilp, G., & Davidoff, D. . (1994). Sales And arketing for Travel And Tourims. New Jersey: Prentice Hall and Tehnology.
[18] Dimitriadis, S., Kouremenos, A., & Kyrezis, N. (2011). Trust-based segmentation: preliminary evidence from technology-enabled bank channels. International Journal of Bank Marketing, 29(1), 5–31.
[19] Dimitriadis, S., & Kyrezis, N. (2011). The effect of trust, channel technology, and transaction type on the adoption of self-service bank channels. The Service Industries Journal, 31(8), 1293–1310.
[20] Fombrun, C. J. (1995). Reputation: Realizing value from the corporate image.
[21] Fombrun, C., & Shanley, M. (1990). What’s in a Name? Reputation Building and Corporate Strategy. Academy of Management Journal, 33(2), 233–258. https://doi.org/10.5465/256324
[22] Fotis, J., Buhalis, D., & Rossides, N. (2012). Social Media Use and Impact during the Holiday Travel Planning Process. Information and Communication Technologies in Tourism 2012, 13–24. https://doi.org/10.1007/978-3-7091-1142-0_2
[23] Fotis, J. N. (2015a). Penggunaan Media Sosial Dan Dampak Perusahaan Konsumen Perilaku : Konteks Holiday Travel.
[24] Fotis, J. N. (2015b). The use of social media and its impacts on consumer behaviour : the context of holiday travel. The Use of Socialmedia and Its Impacts on Consumer Behaviour: The Context of Holiday Travel, (May), 1–405.
[25] Gefen, & Straub. (2004). Managing User Trust in B2C e-Services. E-Service Journal, 2(2), 7. https://doi.org/10.2979/esj.2003.2.2.7
[26] Ghozali, I. (2011). Structural Equation Modeling Metode Alternatif Partial Least Squae (PLS). Semarang: Badan Penerbit Universitas Diponegoro.
[27] Gretzel, U., Fesenmaier, D. R., Formica, S., & O’Leary, J. T. (2006). Searching for the future: Challenges faced by destination marketing organizations. Journal of Travel Research, 45(2), 116–126. https://doi.org/10.1177/0047287506291598
[28] Gretzel, U., & Yoo, K. H. (2008). Use and impact of online travel reviews. Information and Communication Technologies in Tourism 2008, 35–46.
[29] Gronroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36–44. https://doi.org/10.1108/EUM0000000004784
[30] Gummesson, E., & Grönroos, C. (1988). Quality of services: lessons from the product sector. Add Value to Your Service, 35–39.
[31] Han, M.-C. (2014). How Social Network Characteristics Affect Users’ Trust and Purchase Intention. International Journal of Business and Management, 9(8), 122–132. https://doi.org/10.5539/ijbm.v9n8p122
[32] Heckler, C. E. (1996). A Step-by-Step Approach to Using the SASTM System for Factor Analysis and Structural Equation Modeling. Taylor & Francis.
[33] Ioanas, E., & Stoica, I. (2014). Social Media and its Impact on Social Development. International Journal of Economic Pactices and Theories, 4(2), 171–184. https://doi.org/10.4324/9781315585024-12
[34] Jo Hatch, M., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of Marketing, 37(7/8), 1041–1064. https://doi.org/10.1108/03090560310477654
[35] Kandampully, J., & hu, H. H. (2007). Do hoteliers need to manage image to retain loyal customers? International Journal of Contemporary Hospitality Management, 19(6), 435–443. https://doi.org/10.1108/09596110710775101
[36] Karatu, V. M. H., & Nik Mat, N. K. (2015). The Mediating Effects of Green Trust and Perceived Behavioral Control on
the Direct Determinants of Intention to Purchase Green Products in Nigeria. Mediterranean Journal of Social Sciences, 6(4), 256–265. https://doi.org/10.5901/mjss.2015.v6n4p256
[37] Kemenpar. (2016). DRAFT 24 agt 2016_nett_1. (Peraturan Menteri Pariwisata), 1–64.
[38] Lange-Faria, W., & Statia, E. (2004). Understanding of Social Media In Destination Markting. Journal of Biological Physics, 19(2), 95–108. https://doi.org/10.1007/bf00700253
[39] Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
[40] Marinao, E., & Coro, C. (2012). Trust in Tourist Destinations, The Role of Local Inhabitants and Institutions. Academia Revista Latinoamericana de Administration, 51, 27–47.
[41] McKnight, H. D., Choudhury, V., & Kacmar, C. (2002). The Impact of Initial Consumer Trust On Intentions to Transact with a web site : a trust builiding model. Journal Os Strategic Information System, 11(3), 297–323. https://doi.org/10.1002/bip.360350308
[42] Nguyen, N. (2006). The collective impact of service workers and servicescape on the corporate image formation. International Journal of Hospitality Management, 25(2), 227–244.
[43] Palmer, A., & Koenig-Lewis, N. (2009). An experiential, social network-based approach to direct marketing. Direct Marketing: An International Journal, 3(3), 162–176.
[44] Pedersen, A. (2002). Managing tourism at world heritage sites. A Practical Manual for World Heritage Site Managers. ICOMOS.
[45] Perera.K Polwattag. (2011). Marketing Forest-Based Ecotoriusm In Sri Langka: Prediting The Ecotourism Behavior And Defining The Market Segment Throught Brhavioral Approach. Louisiana Unversity.
[46] Peter.J.P., & Olson. J.C. (1999). Perilaku Konsumen Dan Strategi Pemasaran (4th ed.). Jakarta: Erlangga.
[47] Ratnasingam, P., & Pavlou, P. A. (2003). Technology trust in internet-based interorganizational electronic commerce. Journal of Electronic Commerce in Organizations (JECO), 1(1), 17–41.
[48] Sarstedt, M., Wilczynski, P., & Melewar, T. C. (2013). Measuring reputation in global markets—A comparison of reputation measures’ convergent and criterion validities. Journal of World Business, 48(3), 329–339.
[49] Satria, D. (2009). STRATEGI PENGEMBANGAN EKOWISATA BERBASIS EKONOMI LOKAL DALAM RANGKA PROGRAM PENGENTASAN KEMISKINAN DI WILAYAH KABUPATEN MALANG. Journal of Indonesian Applied Economics Vol., 3(1), 37–47. https://doi.org/10.21776/ub.jiae.2009.003.01.5
[50] Schiffman, G. ., & Kanuk, L. L. (2010). Consumer Behavior (10th ed.). New York: Pearson Education Inc.
[51] Tan, Y. H., & Thoen, W. (2001). Toward a Generic Model of Trust for Electronic Commerce - International Journal of Electronic Commerce - Volume 5, Number 2/Winter 2000/01 - M E Sharpe Inc. International Journal of Electronic Commerce, 5(2), 61–74. Retrieved from http://mesharpe.metapress.com/index/4W7R64QVHK3CKWEW.pdf%5Cnpapers3://publication/uuid/E77BAC14-A4DF-47F5-B026-A19CA1FAE38D
[52] Turhan, Gulden & Ozbek, A. (2013). Factors Affecting Consumers ’ Behavioural Intention Towards Apparel Stores : A Test of the Mediating Role of Brand Satisfaction. 1(1989), 7–13.
[53] Wallin Andreassen, T., & Lanseng, E. (1997). The principal’s and agents’ contribution to customer loyalty within an integrated service distribution channel: An external perspective. European Journal of Marketing, 31(7),487–503.
[54] Wallin Andreassen, T., & Lindestad, B. (1998). Customer loyalty and complex services. In International Journal of Service Industry Management (Vol. 9). https://doi.org/10.1108/09564239810199923.
[55] Witt, & Moutiinho. (1994). Tourism Marketing And Management. In Tourism Management. https://doi.org/10.9790/487X-17337279
[56] Yuksel, A., Yuksel, F., & Bilim, Y. (2010). Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty. Tourism Management, 31(2), 274–284. https://doi.org/10.1016/j.tourman.2009.03.007
[57] Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of ―trying.‖ Behavior Therapy, 9(4), 684. https://doi.org/10.1016/S0005-7894(78)80157-9
[58] Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. (October). https://doi.org/10.2307/1251430
[59] Zuckerberg, M., Bosworth, A., Cox, C., Sanghvi, R., & Cahill, M. (2012, May 1). Communicating a newsfeed of media content based on a member’s interactions in a social network environment. Google Patents.