ANTECEDENTS AND CONSEQUENCES OF PERCEIVED COOLNESS IN TOURISM INDUSTRY (EMPIRICAL STUDY IN PT. TAMAN WISATA CANDI)

Abstract

In a recent years the effect of globalization have made tourism sector one of the largest growing sector in the world. An important strategy to attract tourism visit destination is undestanding tourist perspective and boosting emotional experience. Feeling of “cool” has become one of the terms that often expressed by people nowaday as the result of their experience for visiting destinations. Therefore this research investigated the perceived coolness of tourist in the heritage tourism destinations. In the context of heritage destinations the concept of perceived coolness rarely empirically investigated. Specifically, the researcher will included three antecendents of perceived coolness (uniqueness, identification, and attractiveness) and three consequences of perceived cooleness (satisfaction, place attachment, and destination loyalty). This research was drawn from a total of 255 tourists that had visited Prambanan, Borobudur, and Ratu Boko temple. Furthermore, the result showed that the two antecendents of perceived coolness were identification and attarctiveness which positively influence perceived coolness. Moreover, perceived coolness positively influenced toursim satisfaction and place attachment.