Strategies for the Creative Economy Development of Urban Fishermen in East Java: A Multivariate Analysis Perspective

This article is one part of research on strategies for developing the creative economy of urban fishermen in East Java Province. The research in this article focuses on efforts to prove the influence of Word of Mouth, Motivation, Destination Awareness, Destination Image, Destination Branding, Market Attractiveness, Purchasing Power and Location on Interests Visiting from tourists to the beach tourism area in East Java. This research uses survey techniques to collect data from 250 respondents. Data collection techniques in this research use accidental sampling by distributing questionnaires to higher education students in East Java who have an interest in going on tourist trips on the beaches in East Java. This research adopts Structural Equation Model-Partial Least Square as a data analysis technique. This research has proven that Word of Mouth, Motivation, Destination Awareness, Destination Image, Destination Branding, Market Attractiveness, Purchasing Power and Location have a significant influence on Visiting Interest.