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

Keni Keni (), Nicholas Wilson and Lydiawati Soelaiman
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Keni Keni: Universitas Tarumanagara
Nicholas Wilson: Universitas Bunda Mulia
Lydiawati Soelaiman: Universitas Tarumanagara

A chapter in Proceedings of the Twelfth International Conference on Entrepreneurship and Business Management 2023 (ICEBM 2023), 2024, pp 4-20 from Springer

Abstract: 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.

Keywords: Destination Image; Destination Brand Attachment; Attitude; Visit Intention; Riau Island (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-508-9_2

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