Serial mediation role of destination image: Will virtual reality replace the decision to visit offline destination?
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Author(s)Karisma Sri RahayuLink to ORCID Index: https://orcid.org/0000-0003-3102-7428
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Andriani KusumawatiLink to ORCID Index: https://orcid.org/0000-0002-0684-8550
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Edriana PangestutiLink to ORCID Index: https://orcid.org/0000-0002-8398-9568
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Endang Siti AstutiLink to ORCID Index: https://orcid.org/0000-0003-3283-7342
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DOIhttp://dx.doi.org/10.21511/im.20(2).2024.05
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Article InfoVolume 20 2024, Issue #2, pp. 54-64
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Creative Commons Attribution 4.0 International License
This study aims to evaluate the impact of virtual reality exposure on Instagram users’ decisions to visit physical locations and their perceptions of the destination. It also analyzes the mediating role of destination image on the phygical tourism intentions of Instagram users in Indonesia. This study employs a positivist paradigm and uses an explanatory research design to conduct an online survey about virtual reality experiences and outline respondents’ opinions about the decision to visit particular destination. Next, 280 millennial generation Instagram account followers responded to an online questionnaire; the data were analyzed using structural equation modeling. The criteria for respondents are Indonesian citizens who are Instagram followers and have virtual experience. Most respondents were between the ages of 23-32 years. The research findings indicate virtual reality positively and significantly affects destination image and offline visit decisions. Destination image has a positive and significant effect on offline visit decisions. Virtual reality encounters were incapable of substituting offline visits. The virtual reality encounter affects the perception of a destination and influences the decision to visit specific location in person. Destination images partially mediate the relationship between virtual reality experience and offline visit decisions. This study enhances the understanding of consumer behavior by examining its relationship with technological advancements, particularly among millennials. This paper also offers tangible contributions to tourism marketing management for destination managers.
Acknowledgments
This publication is partly funded by the Directorate General of Higher Education. The authors also acknowledge the financial support from the Directorate General of Higher Education through Brawijaya University.
- Keywords
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JEL Classification (Paper profile tab)M31, M37, O33, Z32
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References50
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Tables2
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Figures2
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- Figure 1. Conceptual model
- Figure 2. SmartPLS model
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- Table 1. Validity and reliability
- Table 2. Hypotheses testing
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Destination image and its consequences in the perspective of four-stage loyalty model (an empirical evidence from visitors of Tarakan City, Indonesia)
Marso ,
Sri Gunawan
doi: http://dx.doi.org/10.21511/ppm.16(2).2018.25
Problems and Perspectives in Management Volume 16, 2018 Issue #2 pp. 269-278 Views: 1293 Downloads: 253 TO CITE АНОТАЦІЯThe study was conducted to test the postulate of four-stage loyalty model through the concept of destination image to represent cognitive component, satisfaction for affective aspect, and intention loyalty as the representative of conative component. The sample in this research was 102 tourists who visited Tarakan City, Indonesia in November 2016. The structural equation model showed that destination image was satisfaction antecedent, and satisfaction was the antecedent of intention loyalty. The impact of destination image towards intention loyalty was fully mediated by satisfaction. Theoretically, this research result had the implication in developing loyalty theory, while the managerial implication was beneficial to increase visitors loyalty to Tarakan City as a tourism destination.
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The effect of perceived eco-support and need for uniqueness on eco-destination image and eco-destination identification
Patwayati 
doi: http://dx.doi.org/10.21511/ppm.17(2).2019.06
Problems and Perspectives in Management Volume 17, 2019 Issue #2 pp. 83-92 Views: 1023 Downloads: 100 TO CITE АНОТАЦІЯThe present study attempts to bring up eco-destination which is until now still under-researched. Especially, it puts interest in the relationship between image and identification, which is absent in tourism literature. Combined together and tailored to its purpose, it develops new constructs, that is eco-destination image and eco-destination identification. In order to represent the real nature of Wakatobi as eco-destination, it also develops another two constructs as the antecedents of eco-destination image and eco-destination identification, that is perceived eco-support and need for uniqueness. By doing so, it puts together interactively some theories that previously stand mutually-exclusive, especially those of image, uniqueness, subjective norm, and social identity theories. This mixture becomes its conspicuous novelty. The population covers domestic and international tourists over 25 years old. It applies convenience sampling for questionnaire distribution. It applies SPSS for data analysis. The results would be that perceived eco-support has significant effects on destination image and eco-destination identification, while destination image has a significant direct effect on eco-destination identification, which makes destination image only serve as a partial mediator in the relationship between perceived eco-support and eco-destination identification. Need for uniqueness should have an insignificant effect on eco-destination identification, but significant effect on destination image. It means that destination image serves as a full mediator in the relationship between need for uniqueness and eco-destination identification.
