PENGARUH DESTINATION BRANDING DAN PRODUK WISATA TERHADAP WORD OF MOUTH MELALUI NIAT BERKUNJUNG KEMBALI (Studi pada Wisata Alam Goa Kreo)

Abstract

The number of tourist visits from 1st quarter 2014 to 1st quarter 2015 occurs fluctuative and tends to decline. While the results of pre-research, in getting dissatisfied visitors to tourism products, other than that the image / image imagined visitors, slightly different from those in Goa Keo. This research is intended to know the influence of Branding Objective and Tourism Product on Returning Return through Word of Mouth at Goa Kreo Attraction Object. This type of research is eksplanatory research, where the data technique used is by means of questionnaire, Sample selected using 100 people with accidental sampling and purposive sampling. The respondents are visitors of Goa Kreo Tourism Object who have been to Goa Kreo and Kreo Kreo more information from other people. The results showed that there is a positive effect of destination branding value and tourism products on word of mouth, and word of mouth on the intention of visiting again. Based on result of regression analysis two stage known destination branding variable and tourism product influence to word of mouth, next destination branding variable have positive effect to intention to visit again. The results are obtained by analyzing the primary data using validity test, reliability test, correlation coefficient, determination coefficient, simple linear regression, multiple linear regression, two-stage regression and significance test (t and F test) with SPSS 16.0. Based on the above, the researcher suggested that the management of Goa Kreo Tourism Object improves the tourism product, which is to increase the direction of the road to Goa Kreo, improve the tourist attraction