Seaweed Tourism Destination Potential: The Importance of Subjective Knowledge, Destination Image, and Self-Congruity in Attracting Younger Generation Tourists

Ni Wayan Merry Nirmala Yani (), Ni Putu Lianda Ayu Puspita and Putu Tika Virginiya
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Ni Wayan Merry Nirmala Yani: Politeknik Negeri Bali, Tourism Business Management Study Program
Ni Putu Lianda Ayu Puspita: Politeknik Negeri Bali, Tourism Business Management Study Program
Putu Tika Virginiya: Politeknik Negeri Bali, Tourism Business Management Study Program

A chapter in Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2024 (ICoSTAS-SAS 2024), 2024, pp 12-22 from Springer

Abstract: Abstract The purpose of this study was to examine how subjective knowledge, destination image, and self-congruity affect the intention of the younger generation on seaweed educational tourism in Nusa Penida Subdistrict, how subjective knowledge and self-congruity affect the destination image of the younger generation on seaweed educational tourism, how the role of destination image in mediating subjective knowledge on the intention to visit of the younger generation on seaweed educational tourism, and how the role of destination image in mediating self-congruity on the intention to visit of the younger generation on seaweed educational tourism in Nusa Penida District. The results of this study indicate that subjective knowledge, destination image, and self-congruity have a significant positive effect on the intention to visit, subjective knowledge and self-congruity have a considerable positive impact on destination image, destination image acts as a complementary mediation of the relationship between subjective knowledge and intention to visit, and destination image acts as a complementary mediation of the relationship between self-congruity and intention to visit. This research strengthens the theory of planned behavior in solving the challenges of young generation tourists’ interest in visiting seaweed tourism destinations. This study provides theoretical benefits by developing an in-depth understanding of the theory of planned behavior and the factors that influence young generation tourists’ interest in visiting seaweed tourism destinations, including subjective knowledge, destination image, and self-congruity. Practically, this research benefits tourism practitioners and local governments in designing more effective marketing and destination development strategies to attract the younger generation.

Keywords: Destination Image; Intention to Visit; Seaweed; Subjective Knowledge; Self-Congruity (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-622-2_3

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