SHOPPING DESTINATION: THE ROLE OF DESTINATION IMAGE, PERCEIVED QUALITY AND PERCEIVED
Abstract
Shopping has become a part of tourism experience and it is one of the most
important motivators for tourism. In order to attract tourists to come to visit, a
destination should have a favorable image. Furthermore, quality and value
perceive by tourists in a shopping destination are also considered to be very
important to influence the spread of positive word-of-mouth towards a shopping
destination. However, in the context of tourist destinations, these concepts have
never been empirically investigated. Therefore, the aim of this research is to
extend the theoretical concepts and evaluates the empirical evidence of the
relationship between destination image, perceived quality and perceived value on
word-of-mouth towards a shopping destination. The result drawn from a sample
of 280 domestic tourists in Yogyakarta, show that destination image, perceived
quality and perceived value have a significant influence on word-of-mouth.
Furthermore, this study reveals that the development of a city into a shopping
destination is only possible if the city is simultaneously developed into an
attractive destination.
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