The Influence of Perceived Travel Risk, Celebrity Endorsement, and Destination Image on Attitude and Revisit Intention of Tourists

IF 1 Q4 BUSINESS

International Journal of Asian Business and Information Management Pub Date : 2023-08-31 DOI:10.55927/ijabm.v2i4.5787

I. Putu, Gde Sukaatmadja, Gusti Ngurah, Jaya Agung Widagda, Ni Nyoman, Kerti Yasa, Putu Laksmita, Dewi Rahmayanti, Gusti Ayu Tirtayani

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Abstract

This study aimed to explain how attitudes and revisit intentions are affected by celebrity endorsement, perceived risk of travel, and perception of the destination. The study's participants are domestic travelers who have been to Bali. 170 domestic tourists were included in the sample using a purposive sampling technique. Path Analysis utilizing SEM-PLS is the analysis method employed. The findings demonstrated that attitudes and intentions to revisit were negatively and significantly impacted by perceived travel risk. While celebrity endorsement has no impact on the intention to return, it has a positive and large impact on attitude. Additionally, views and inclinations to return are positively and significantly impacted by the final picture. The image of a destination is positively and significantly impacted by attitudes. thanks to celebrity support Impact on the intention to revisit is favorable and considerable. Because of this, it's critical for companies in the tourism industry to focus on among order to foster a positive attitude among visitors and increase their intention to return to Bali, perceived travel risk, celebrity endorsements, and destination image are used which is increasing

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旅游风险感知、名人代言、目的地形象对游客态度和重游意愿的影响

本研究旨在解释态度和重访意图如何受到名人代言、旅行感知风险和目的地感知的影响。本研究的参与者是去过巴厘岛的国内游客，采用有目的的抽样技术，170名国内游客被纳入样本。利用SEM-PLS的路径分析是采用的分析方法。研究结果表明，旅游风险感知对旅游态度和旅游意愿有显著的负面影响。虽然名人代言对回归意愿没有影响，但对态度有积极而巨大的影响。此外，观点和倾向返回是积极的和显著影响的最终图片。目的地的形象会受到态度的积极而显著的影响。由于名人的支持，对重访意向的影响是有利的和可观的。正因为如此，为了培养游客的积极态度，增加他们重返巴厘岛的意愿，旅游风险感知、名人代言和目的地形象被越来越多地使用，旅游业公司关注这些问题至关重要

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来源期刊

International Journal of Asian Business and Information Management BUSINESS-

CiteScore

2.80

自引率

0.00%

发文量

期刊介绍： The mission of the International Journal of Asian Business and Information Management (IJABIM) is to establish an effective channel of communication between academic and research institutions, policy makers, government agencies, and individuals concerned with the complexities of Asian business, information technologies, sustained development, and globalization. IJABIM promotes and coordinates developments in the field of Asian and Chinese studies, as well as presents strategic roles of IT and management towards sustainable development with emphasis on practical aspects in Asia. It is especifically focused on Central Asia/Himalayan region/Southeast Asia/Far East.