Faktor-Faktor yang Memengaruhi Intensi dan Perilaku Berwisata Masyarakat serta Implikasinya bagi Entrepreneurship Bidang Pariwisata

Abstract

This study aims to explain the tourism behavior through a model. The theoretical framework of this study is based on Fishbein and Ajzen’s Planned Behavior Theory (1975). Theoretically, humans’ intentions are mostly influenced by three independent variables namely attitudes, subjective norms, and perceived behavioral control (PBC). Out of three, it is behavioral intention that serves as a mediator variable. This study began with the development of the research instrument including the aforementioned five variables. Data collection was done through focus group discussion technique in addition to the questionnaires. 277 people became the subjects of the study: adult people population in Surabaya. Data were analyzed with path analysis to examine if determine the factors have significantly brought about significant effects on other variables either directly or indirectly. This study found that tourism behavior was influenced by the intention variable. The intention was influenced by the PBC. While both attitude and subjective norms have proven to be not giving significant effects on the emergence of tourism intentions. PBC consists of the promo aspects of tourism such as cheap tickets to tourist destinations, information about accommodations in tourism destinations, passports or visa application procedure is simple, easy access to tourist attractions, and information regarding the tourist destination agenda. This research is intended to offer suggestion concerning Surabaya tourism development strategies, especially tourism behavior. With appropriate strategies, tourism business can attract tourist visits.