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Examining the Interplay between Destination Image, Destination Brand Attachment, Subjective Norm and Attitude on Visit Intention

In: Proceedings of the Twelfth International Conference on Entrepreneurship and Business Management 2023 (ICEBM 2023)

Author

Listed:
  • Keni Keni

    (Universitas Tarumanagara)

  • Nicholas Wilson

    (Universitas Bunda Mulia
    Universitas Prasetiya Mulya)

  • Lydiawati Soelaiman

    (Universitas Tarumanagara)

Abstract

This research was undertaken to investigate how four critical factors - specifically, destination image, destination brand attachment, subjective norm and attitude - impact individuals’ intention to visit Riau Island. The study adopted a survey-based approach, employing questionnaires as the primary tools for data collection. The chosen sampling technique was non-probability purposive sampling, which ensured that participants met specific criteria established by the study. These criteria mandated that respondents must have visited Riau Island a minimum of three times within the preceding three years. Following the digital distribution of questionnaires through Google Forms, a total of 168 responses were gathered. These collected data were subsequently subjected to analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results derived from the data analysis unequivocally confirm that all four variables outlined in this research - destination image, destination brand attachment, subjective norm and attitude - exert a substantial and significant influence on individuals’ intention to visit Riau Island.

Suggested Citation

  • Keni Keni & Nicholas Wilson & Lydiawati Soelaiman, 2024. "Examining the Interplay between Destination Image, Destination Brand Attachment, Subjective Norm and Attitude on Visit Intention," Atlantis Highlights in Economics, Business and Management, in: Keni Keni & Hetty Karunia Tunjungsari & Teoh Ai Ping (ed.), Proceedings of the Twelfth International Conference on Entrepreneurship and Business Management 2023 (ICEBM 2023), pages 4-20, Springer.
    • Handle: RePEc:spr:atlecp:978-94-6463-508-9_2
    DOI: 10.2991/978-94-6463-508-9_2
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