DETERMINANTS OF BEHAVIORAL INTENTION IN AGROTOURISM VISITING

Abstract

Tourism is one of the key supporting sectors in Indonesian economy which has significant contribution to its GDP. Lately, agri-tourism becomes a featured product of Indonesian tourism in various scales. Even if it grows in a significant way, but developing agri-tourism still need additional support from related parties, especially from consumers. Customers’ satisfaction has a crucial impact in determining their loyalty and behavior, and also affects the sustainability of agri-tourism business. Any problem on these fields can hold up the agri-tourism development. This research is aimed to analyze the effect of service quality, customer’s value, livelihood assets, destination image, and performance of local government on behavioral attention of agri-tourism’s visitors. This research employed structural equation modeling (SEM) using WarpPLS software. The results indicate that both service quality of agri-tourism and quality of human resource have significant effects on relationship marketing, customers’ satisfaction, and behaviora intention. Moreover, livelihood assets aspect also has affected the customers’ behavioral attention significantly.

Keywords

• Agri-tourism
• behavioral intention
• livelihood asset
• agribusiness
• management