A Study Of Tourist Satisfaction Towards Adventure Tourism Activity In Bejiharjo Tourism Village Using Holsat (Holiday Satisfaction) Model

A STUDY OF TOURIS
TOURISM ACTIVIT
USING HOLSAT (
FACULTY OF CULTURAL S
TOURIST SATISFACTION TOWARDS ADVENTURE
TOURISM ACTIVITY IN BEJIHARJO TOURISM VILLAGE
HOLSAT (HOLIDAY SATISFACTION) MODEL
UNDERGRADUATE THESIS
By:
Vincentius Bagas Adi Pratama
11/318625/SA/16143
TOURISM STUDIES PROGRAM
FACULTY OF CULTURAL SCIENCE
UNIVERSITAS GADJAH MADA
YOGYAKARTA
2015
OWARDS ADVENTURE
OURISM VILLAGE
MODEL

KAJIAN KEPUASAN WISATAWAN TERHADAP AKTIVITAS WISATA
PETUALANGAN DI DESA WISATA BEJIHARJO MENGGUNAKAN
MODEL HOLSAT (HOLIDAY SATISFACTION)
SKRIPSI
Oleh:
11/318625/SA/16143
PROGRAM STUDI PARIWISATA
FAKULTAS ILMU BUDAYA
UNIVERSITAS GADJAH MADA
YOGYAKARTA
2015

A STUDY OF TOURIS
TOURISM ACTIVIT
USING HOLSAT (HOLIDAY S
This undergraduate thesis
Cultural Science, Universitas
undergraduate degree at Tourism Studies Prog
TOURIST SATISFACTION TOWARDS ADVENTURE
TOURISM ACTIVITY IN BEJIHARJO TOURISM VILLAGE
USING HOLSAT (HOLIDAY SATISFACTION) MODE
UNDERGRADUATE THESIS
By:
11/318625/SA/16143
undergraduate thesis is presented to the exam board of the
Universitas Gadjah Mada as prerequisite for
degree at Tourism Studies Program
YOGYAKARTA, 2015
OWARDS ADVENTURE
OURISM VILLAGE
ATISFACTION) MODEL
of the Faculty of
for completing

iii
MOTTO
“Now if there's one thing you can be sure of, it's that nothing is more powerful than a
young boy's wish “
(Narrator – Ted)
“We can do anything that we wanna do “
(Steve – Blue’s Clues)
“Never think that success is down to your own performance alone. If you start
listening only to yourself you take the first step back towards the bottom. The flowers
of victory belong in many vases. ”
(Michael Schumacher)
"Sometimes in football you have to hold your hand up and say, yeah, they're better
than us."
(Sir Alex Ferguson)

iv
DEDICATION
For my family who give me life lessons and all out supports for my life.
For my friends and everybody who had shared: story, memory, knowledge, support
and experience with me.
For: steps, challenges and opportunities which I took in the past and
will be taken in the future.

v
ACKNOWLEDGEMENT
This undergraduate thesis is a study of tourist holiday satisfaction toward
adventure tourism activity in Bejiharjo Tourism Village. This study will measure
tourist satisfaction using holiday satisfaction (HOLSAT) model. This model would
compare tourist experience in destination with tourist expectation before visit
destination.
This undergraduate thesis is written as part of requirement for obtaining
undergraduate degree at Tourism Studies Program, Faculty of Cultural Science,
Universitas Gadjah Mada. The process of writing this undergraduate thesis gives me
valuable learning experience in term of applying my knowledge in tourism research.
I want to give thank to people, organizations and institutions which have give me
help and support to finish my undergraduate thesis. I also want to thank everybody
who gives me knowledge, experience, advice, and support during my undergraduate
study.
I want to give thank to Dean of Faculty, lecturers and staff of Faculty of Cultural
Science, Universitas Gadjah Mada. I also to want to give thank to all lecturers and
staff of Tourism Studies Program, Faculty of Cultural Science, Universitas Gadjah
Mada. For knowledge, suggestion, advice and support which are given to me.

vi
I also want to give thank to Prof. Dr. Marsono, S.U and Popi Irawan,.S.S, M.Sc as
my undergraduate thesis supervisor, which have give advice, guide, suggestion and
support for me during my undergraduate thesis process.
I also want to give thank to Mr. Subagyo as Chief of Bejiharjo Tourism Village,
which has allowed me to conduct research in Bejiharjo Tourism Village and has
given his time to conduct interview to give information about Bejiharjo Tourism
Village.
Last but not least, I want to give thank to my family, my friends, and everybody
who directly or indirectly gives help and support for me to finish my undergraduate
study.

vii
TABLE OF CONTENTS
Page
VALIDATION FORM i
DECLARATION OF ORIGINALITY ii
MOTTO ii
DEDICATION iv
ACKNOWLEDGEMENT v
TABLE OF CONTENTS vii
LIST OF TABLES xii
LIST OF PICTURES AND FIGURES xiii
LIST OF APPENDICES xiv
ABSTRACT xv
INTISARI xvi
CHAPTER I INTRODUCTION 1
1.1 Background 1
1.2 Problem Formulation 4
1.3 Research Scope 4
1.4 Research Purpose 5

viii
1.5 Research Benefit 5
1.5.1 Theoretical Benefit 5
1.5.2 Practical Benefit 5
1.6 Literature Review 6
1.7 Theoretical Framework 10
1.7.1 Adventure Tourism 10
1.7.2 Tourist Satisfaction 11
1.7.3 Holiday Satisfaction 12
1.7.4 Behavioural Intention 13
1.8 Research Methods 14
1.8.1 Research Location 14
1.8.2 Data Collection Methods 14
1.8.3 Population and Sample Determination 16
1.8.3.1 Population and Sample Size 16
1.8.3.2 Sampling Method 18
1.8.4 Attributes Determination 18
1.8.5 Data Analysis Methods 19
1.8.5.1 Reliability and Validity Test 20
1.8.5.2 Holiday Satisfaction Analysis 21
1.8.5.3 Behavioural Intention Analysis 22
1.9 Writing Layout 23

ix
CHAPTER II PROFILE OF BEJIHARJO TOURISM VILLAGE 25
2.1 Location 25
2.2 History of Bejiharjo Tourism Village 28
2.3 Management of Bejiharjo Tourism Village 33
2.4 Tourism Activity Offered in Bejiharjo Tourism Village 34
2.4.1 Pindul Cave Tubing 35
2.4.2 Gelatik Cave Exploration 38
2.4.3 Oyo River Rafting 39
2.4.4 Off-road Adventure 41
2.4.5 Outbound Training 41
CHAPTER III FINDINGS AND DISCUSSION:
TOURIST HOLIDAY SATISFACTION TOWARD ADVENTURE
TOURISM ACTIVITY AND TOURIST BEHAVIOURAL INTENTION
IN BEJIHARJO TOURISM VILLAGE 43
3.1 Attributes Determination 43
3.2 Questionnaire Distribution 45
3.3 Reliability and Validity Test 46
3.3.1 Reliability Test 46
3.3.2 Validity Test 47
3.4 Respondent Profile 50
3.4.1 Respondent Origin Profile 50
3.4.2 Respondent Gender Profile 51
3.4.3 Respondent Age Profile 52

x
3.4.4 Respondent Employment Profile 52
3.4.5 Respondent Income Profile 53
3.4.6 Respondent Characteristic by Information Source 54
3.4.7 Respondent Characteristic by Prior Experience in Adventure
Tourism 55
3.5 Holiday Satisfaction Analysis 56
3.5.1 Positive Attributes Analysis 56
3.5.1.1 Satisfaction toward Attribute 60
3.5.1.2 Less Significant Attribute 63
3.5.2 Negative Attributes Analysis 65
3.5.2.1 Satisfaction toward Negative Attribute 68
3.5.2.2 Dissatisfaction toward Negative Attribute 68
3.5.2.3 Less Significant Attribute 69
3.5.3 Summary 71
3.6 Behavioural Intention Analysis 72
3.6.1 Overall Satisfaction 72
3.6.2 Revisit Intention 73
3.6.3 Recommendation Intention 75
3.6.4 Summary 78
CHAPTER IV CONCLUSION 79
4.1 Conclusion 79
4.2 Suggestion 80

xi
4.2.1 Suggestion for Bejiharjo Tourism Village 80
4/2/2 Suggestion for Future Research 82
BIBLIOGRAPHY 83
APPENDICES 89

xii
LIST OF TABLES
Page
Table 1 List of Attributes 44
Table 2 Result of Questionnaire Distribution 45
Table 3 Reliability Test Result 47
Table 4 KMO and Bartlett’s Test Result 48
Table 5 Factor Loading 49
Table 6 Respondent Profile Based on Origin Province 50
Table 7 Respondent Profile Based on Gender 51
Table 8 Respondent Profile Based on Age 52
Table 9 Respondent Profile Based on Employment 53
Table 10 Respondent Profile Based on Income Per Month 54
Table 11 Respondent Characteristic by Information Source 55
Table 12 Respondent Characteristic by Prior Experience in Adventure
Tourism 55
Table 13 Positive Attributes Holiday Satisfaction Measurement 58
Table 14 Negative Attributes Holiday Satisfaction Measurement 66
Table 15 Tourist Overall Satisfaction 73
Table 16 Tourist Revisit Intention 73
Table 17 Tourist Recommendation Intention 76

xiii
LIST OF PICTURES AND FIGURES
List of Pictures
Page
Picture 1 Location Map of Bejiharjo Tourism Village 26
Picture 2 Satellite Image Map of Bejiharjo Tourism Village Location 27
Picture 3 Situation of Pindul Cave Entrance in Holiday Season 30
Picture 4 Situation in Secretariat of Bejiharjo Tourism Village 35
Picture 5 Pindul Cave Tubing 36
Picture 6 Rubber Tire for Tubing and Rafting Activities 37
Picture 5 Oyo River Rafting Activity 40
List of Figures
Page
Figure 1 Number of Tourist Visit in Bejiharjo Tourism Village 32
Figure 2 Positive Attributes Comparison Chart 60
Figure 3 Negative Attributes Comparison Chart 67
Figure 4 Tourist Revisit Intention Based on Overall Satisfaction 74
Figure 5 Tourist Recommendation Intention Based on Overall Satisfaction 77

xiv
LIST OF APPENDICES
Page
Appendix 1 Research Questionnaire 89
Appendix 2 Questionnaire Recapitulation 94
Appendix 3 Reliability Test 97
Appendix 4 Validity Test 99
Appendix 5 Paired T-Test Result 106

xv
ABSTRACT
This study is intended to describe tourists’ holiday satisfaction level toward
attributes of adventure tourism activity in Bejiharjo Tourism Village. It also tries to
describe future behavioural intention of tourists who visit Bejiharjo Tourism Village.
This study is conducted in Bejiharjo Tourism Village, which is one of tourism
operators in Bejiharjo Village, Karangmojo District, Gunungkidul Regency,
Yogyakarta Special Region.
This study is a descriptive research with quantitative approach applied as its
analysis approach. This study applies holiday satisfaction (HOLSAT) model to
analyse tourist holiday satisfaction level. There are 14 attributes which are analysed
in this study. Those attributes consist of 10 positive attributes and 4 negative
attributes. There are 126 respondents obtained as sample for this study. All
respondents in this study are domestic tourists who have experienced adventure
tourism activity in Bejiharjo Tourism Village.
From holiday satisfaction measurement, this study finds there are: 7 attributes
show tourist satisfaction, 1 attributes shows tourist dissatisfaction and 6 attributes
have less significant difference between expectation and experience. Attributes which
show tourist satisfaction are: natural scenery, price, safety equipment, activity safety,
facilities, guide’s competence and management. Attribute which shows tourist
dissatisfaction is crowded situation. Attributes which have less significant difference
between experience and expectation are: excitement, cleanliness, road access,
weather, location finding and waiting duration. This study also finds most of tourists
have intention to revisit in the future and have intention to recommend to their
friends/relatives.
Keywords: tourist satisfaction, holiday satisfaction, HOLSAT, adventure tourism

xvi
INTISARI
Penelitian ini betujuan untuk mendeskripsikan tingkat kepuasan liburan wisatawan
terhadap atribut aktifitas wisata petualangan di Desa Wisata Bejiharjo. Penelitian ini
juga ingin mengungkap niat perilaku wisatawan di masa depan. Penelitian ini
dilakukan di Desa Wisata Bejiharjo, yang merupakan salah satu operator wisata di
Desa Bejiharjo, Kecamatan Karangmojo, Kabupaten Gunungkidul, Daerah Istimewa
Yogyakarta.
Penelitian ini adalah penelitian deskriptif, dengan pendekatan kuantitatif sebagai
pendekatan analisisnya. Penelitian ini menggunakan model holiday satisfaction
(HOLSAT) untuk menganalisis tingkat kepuasan liburan wisatawan. Terdapat 14
atribut yang dianalisis dalam penelitian ini, yang terdiri dari 10 atribut positif dan 4
atribut negatif. 126 responden berhasil didapatkan sebagai sampel dalam penelitian
ini. Seluruh responden dalam penelitian ini adalah wisatawan domestik yang telah
melakukan kegiatan wisata petualangan di Desa Wisata Bejiharjo.
Berdasarkan pengukuran kepuasan liburan, penelitian ini menunjukan bahwa
terdapat: 7 atribut yang menunjukan kepuasan wisatawan, 1 atribut yang menunjukan
ketidakpuasan wisatawan dan 6 atribut yang memiliki perbedaan yang kurang
signifikan antara harapan dan pengalaman. Atribut yang menunjukan kepuasan
wisatawan adalah: pemandangan alam, harga, peralatan keselamatan, keselamatan
aktifitas, fasilitas, kompetensi pemandu dan pengelolaan. Atribut yang menunjukan
ketidakpuasan wisatawan adalah keramaian. Atribut yang memiliki perbedaan yang
kurang signifikan antara ekspektasi dan pengalaman adalah: kesenangan, kebersihan,
akses jalan, cuaca, penemuan lokasi dan durasi menunggu. Penelitian ini juga
menunjukan bahwa wisatawan memiliki keinginan untuk berkunjung kembali di
masa depan dan merekomendasikan kepada teman/keluarga mereka.
Kata kunci: kepuasan wisatawan, kepuasan liburan, HOLSAT, wisata petualang

1
CHAPTER I
INTRODUCTION
1.1 Background
Development of tourism sector in Yogyakarta shows good growth. It can be seen
from the increase of tourists who visit Yogyakarta. There is a significant increase of
tourists who visit Yogyakarta based on use of accommodation, from 1,284,757
people in 2008 into 2,360,173 people in 2012. It shows in the period of 2008 to 2012,
number of tourists visit have increase 83.7% (Tourism Office of Yogyakarta Special
Region, 2013). The growth of tourism in Yogyakarta also can be seen from increase
of hotel occupancy in Yogyakarta which increases 42.3% in the period of 2008 to
2012 (Tourism Office of Yogyakarta Special Region, 2013).
Gunungkidul is one of regions in Yogyakarta, which shows significant growth in
its tourism sector. Gunungkidul has recorded significant increase number of tourists
visit. In the period of 2010 to 2012, number of tourists visit in Gunungkidul has
increased from 488.805 in 2010 to 1,279,065 in 2012 (Tourism Office of Yogyakarta
Special Region, 2013). Significant increase number of tourists, who visit
Gunungkidul is a sign that this region has become one of major tourism destination in
Yogyakarta.

2
Gunungkidul has been known for its natural tourism attractions. It has been known
for its beaches in the southern part of this region. Baron Beach and Indrayanti Beach
are examples of popular beaches in Gunungkidul. Besides beaches, Gunungkidul also
has several caves, which are developed to be tourism attraction. Caves such as: Pindul
Cave, Jomblang Cave and Kalisuci Cave are examples of caves, which are developed
to be tourism attraction.
Development of adventure tourism, especially cave tourism in Gunungkidul has
big potential for the region. This is because caves in this region are part of karst
phenomena, which is rare to be found in others region. This makes caves in
Gunungkidul have big potential to be developed as tourism attraction. This potential
could support development of tourism sector in this region, which can bring positive
contribution for development of this region, such as: economic growth for the region
and increase of community welfare in this region.
One of adventure tourism operator in Gunungkidul is Bejiharjo Tourism Village. It
is a community organization, which operates adventure tourism activities in Bejiharjo
Village. Bejiharjo Tourism Village operates various adventure tourism activities,
such as: Pindul Cave Tubing, Gelatik Cave Tubing and Oyo River Rafting. This
operator is one of adventure tourism operators, which are popular in this region, with
59,903 tourists visit this tourism operator in 2012 (Tourism Office of Yogyakarta
Special Region, 2013).

3
Study related to tourist satisfaction is important for tourism destination
development (Salleh et al, 2013). Tourist satisfaction is an element which can be used
to see how tourists evaluate product and service in tourism destination (Valle et al,
2006). It can be used to evaluate development of tourism destination and get better
strategy to develop tourism destination (Salleh et al, 2013). It also can be used to
determine which aspect in the tourism destination, which should be improved or
maintained based on feedback from tourists evaluation (Peters, 1994, cited by: Valle
et al, 2006: 27).
Tourist satisfaction can affect tourist behavioural intention after their visit
(Chaohui et al, 2012). Satisfied tourists would likely have loyalty towards a
destination. Tourist loyalty could be formed in revisit intention and positive word of
mouth (Tran, 2011).
HOLSAT is one of models which are developed to analyse tourist satisfaction.
HOLSAT or holiday satisfaction model is a model, which is used to measure tourist
satisfaction level based on attributes of destination. HOLSAT model was introduced
by Tribe and Snaith in their research to measure level of tourist satisfaction in
Varadero, Cuba (Truong & Foster, 2006).
In terms to evaluate adventure tourism activity in Bejiharjo Tourism Village, this
study tries to apply holiday satisfaction model to evaluate tourist satisfaction toward
adventure tourism activity in Bejiharjo Tourism Village. This study is intended to

4
evaluate attributes of adventure tourism activity in Bejiharjo Tourism Village. This
study also tries to reveal future behavioural intention of tourists who visit Bejiharjo
Tourism Village.
1.2 Problem Formulation
This study analyses tourist satisfaction and tourist behavioural intention in the
future. This study focuses on the following research questions.
1) How is tourist satisfaction level of tourists who visit Bejiharjo Tourism
Village, using holiday satisfaction (HOLSAT) model?
2) How is tourist revisit intention and tourist recommendation intention after
visiting Bejiharjo Tourism Village?
1.3 Research Scope
This study scope is focused to analyse holiday satisfaction, revisit intention and
recommendation intention of tourists who visit and have experienced adventure
tourism activity in Bejiharjo Tourism Village. This study location is limited not to
cover all tourism operators in Bejiharjo Village, but only focus to Bejiharjo Tourism
Village, which is operated by Kelompok Sadar Wisata Desa Wisata Bejiharjo
(Tourism Conscious Group of Bejiharjo Tourism Village). This limitation is applied
due to lack of time which available for data collection processes to cover all tourism
operators in Bejiharjo Village.

5
1.4 Research Purpose
This study is expected to reveal tourist satisfaction and tourist behavioural
intention in the future. Below are purposes of this study.
1) Reveal satisfaction level of tourists who visit Bejiharjo Tourism Village,
using holiday satisfaction (HOLSAT) model.
2) Reveal tourist future behavioural intention, especially tourist revisit intention
and tourist recommendation intention after visiting Bejiharjo Tourism Village.
1.5 Research Benefit
1.5.1 Theoretical Benefit
1) As theoretical application of tourism psychology theories, especially related
to tourist satisfaction and future behavioural intention.
2) As application of holiday satisfaction model measurement.
3) As references for the future research related to tourist satisfaction and
future behavioural intention
1.5.2 Practical Benefit
1) As information for tourism stakeholders, such as: local government and
management of tourism attraction about tourist satisfaction.
2) As information to evaluate adventure tourism activity in Bejiharjo Tourism
Village.

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1.6 Literature Review
This section provides brief description of several previous studies, which have
relation with this study. Those are previous studies which have similar focus or
method with this study.
There is a research by Pramesti and Pramono entitled “Prospek dan Upaya
Penegmbangan Pariwisata Cavetubing Gua Pindul di Desa Bejiharjo Kecamatan
Karangmojo Kabupaten Gunungkidul Provinsi Daerah Istimewa Yogyakarta”
(“Prospect and Tourism Development Effort of Pindul Cave Cavetubing in Bejiharjo
Village Karangmojo District Gunungkidul Regency Yogyakarta Special Region”).
This study finds around 64% tourists who visit Pindul Cave feel satisfied with
beautiful scenery and exciting cave tubing activity. This study also reveals that
tourists feel Pindul Cave needs better infrastructure to give better service and
attraction for tourists (Pramesti and Pramono, 2012).
There is also a research by Agie and Boediman entitled “Studi Tingkat Daya Saing
Destinasi Pariwisata Budaya di Indonesia, Kasus Kota Yogyakarta” (“Study of
Cultural Tourism Destination Competitiveness in Indonesia, Case Study Yogyakarta
City”). This study tries to measure tourist perception toward destination attributes
which could affect competitiveness of Yogyakarta City. This study finds most of
tourists have good perception toward destination elements in Yogyakarta. This study
also finds, although tourists have good perception in most of elements which are

7
measured, there are several elements such as infrastructure, and legal matters in
Yogyakarta which have lower perception level (Agie and Boediman, 2013).
In study about adventure tourism satisfaction level, Lather, Ajay Singh and Reena
Singh (2012) in their study “Comparing the Level of Expectation and Satisfaction of
Indian and Foreign Adventure Tourists Visiting India” try to explore differences
between expectation and satisfaction level of Indian and foreign adventure tourists. It
also tries to measure relation between level of expectation and satisfaction of Indian
and foreign adventure tourists. This study finds level of tourist expectation is higher
than level of tourist satisfaction. This study also finds Indian and foreign adventure
tourists have different positive correlation among factors, which are analysed. Indian
adventure tourists have positive and significant correlation toward aesthetic appeal,
safety and security, facilities and accommodation. In other side, foreign adventure
tourists have positive and significant correlation toward food, aesthetic appeal,
information and facilities (Lather et al, 2012).
In terms study related to holiday satisfaction, there are some studies which have
been done to measure tourist holiday satisfaction level. Truong and Foster in their
research “Using HOLSAT to Evaluate Tourist Satisfaction at Destinations: The Case
of Australian Holidaymakers in Vietnam”, try to test and evaluate HOLSAT model to
measure satisfaction level of Australian tourist in Vietnam. This study finds that
HOLSAT model is valuable tool to evaluate satisfaction level of tourist in particular

8
destination. This study also finds difference tourist category has different holiday
satisfaction level (Truong and Foster, 2006).
Other study related to HOLSAT is “Expectation and Experience Gap for Japanese
Travellers Visiting Malaysian Homestay, Utilizing Holiday Satisfaction Model”,
which conducted by Meimand, Khalifah and Hakemi. This study finds that safety is
the most important factor for Japanese tourist. This study also finds Japanese tourists
are satisfied toward environment, crowdedness, traditional dance, safety, taste, on
time service, design, security, hospitality, tour guide, comfort, and language
proficiency. It also finds that tourists are dissatisfied toward hygiene, presentation,
privacy, climate, air conditioner and souvenirs. It also finds that accessibility is not a
significant attribute because there is only little difference between its experience and
expectation (Meimand et al., 2013).
Meanwhile, Popi Irawan in a research entitled “Kepuasan Wisatawan terhadap
Destinasi Wisata di Kabupaten Gunung Kidul: Penerapan Model HOLSAT (Holiday
Satisfaction)” (“Study of Tourist Satisfaction Toward Tourism Destination in Gunung
Kidul Regency Using Holiday Satisfaction Model”) tries to measure tourist holiday
satisfaction level toward tourism attractions in Gunungkidul Regency. This study
applies holiday satisfaction model to measure tourist satisfaction toward destination
attributes in tourism attractions in Gunungkidul Regency. This study finds that
tourists show holiday satisfaction toward attraction and activity attributes. It also

9
finds that tourists have minimal satisfaction toward accessibility and amenities
attributes (Irawan, 2015).
In study of behavioural intention, an undergraduate thesis by Zvesdanova entitled
“Pengaruh Solo Batik Carnival Terhadap Niat Untuk Menyaksikan Kembali
(Behavioral Intention) Dengan Kepuasan Wisatawan Sebagai Variabel Mediasi”
(“Influence of Solo Batik Carnival Toward Behavioural Intention Using Tourist
Satisfaction as Mediation Variable”), tries to find level of tourist satisfaction towards
their visit in Solo Batik Carnival. This study reveals there are effects of demographic
differences and previous visit towards tourist perception to Solo Batik Carnival. It
also finds there are differences of perception which affect satisfaction for each tourist
category. This study also finds tourist satisfaction affect tourist behavioural intention
to revisit and recommend, when tourists are satisfy they more likely have intention to
revisit and intention to recommend Solo Batik Carnival (Zvesdanova, 2011).
Other study which related to behavioural intention studies is a study entitled “The
Impact Of Service Quality On Behavioral Intention In Hospitality Industry”, which
conducted by Kuruuzum and Koksal. This study tries to determine impact of service
quality toward behavioural intention in hospitality industry. This study is conducted
in five-star hotels in Belek Tourism District, Antalya, Turkey. This study applied
structural analysis to analyse relationship between service quality and behavioural
intention. The result of this study finds service quality has impact on behavioural

10
intention. It also finds that service quality has strong impact toward behavioural
intention dimension of loyalty and pays more (Kuruuzum and Koksal, 2010).
1.7 Theoretical Framework
1.7.1 Adventure Tourism
There are several definitions about adventure tourism. Buckley defines Adventure
tourism as tour with outdoor activity as principal attraction, which relies on features
of: natural terrain, specialized sporting equipment and excitement for tourist
(Buckley, 2006, cited by: Sophie and Driscoll, 2010: 2). Millington defines adventure
travel as leisure activity which takes place in an unusual, exotic, and remote or
wilderness destination, which tends associated with high levels of physical activity
(Millington, 2001, cited by: Sophie and Driscoll, 2010: 3).
Adventure tourism as special interest tourism has several elements which differs it
with others tourism activity. Adventure tourism contains elements of personal
challenge, controlled risk, daring, excitement and often conducted in an inaccessible
environment (Medlik, 2003). Those elements create special appeal to certain
segments of the travel market (Goeldner and Ritchie, 2012). With those elements,
adventure tourism has specific market segment which tends to seek risk or challenge
on their travel or holidays activity.

11
1.7.2 Tourist Satisfaction
There are various definitions of consumer satisfaction. Churchill and Surprenant
(1982) define satisfaction as outcome of purchase and use, from buyer’s comparison
between reward and cost of purchase, which relate with anticipated consequence.
Peter and Olson (2010) define customer satisfaction as “degree to which a
consumer’s pre-purchase expectations are fulfilled or surpassed by a product”.
Hansemark and Albinson (2004) define satisfaction as “an overall customer attitude
towards a service provider, or an emotional reaction to the difference between what
customers anticipate and what they receive, regarding the fulfilment of some needs,
goals or desire “ (Hansemark and Albinson, 2004, cited by: Angelova and Zekiri,
2011: 238).
In terms of tourist satisfaction, it can be seen as post purchase construct, which
primarily consist function between pre-travel expectation and travel experience
(Moutinho, 1987, cited by: Truong and Foster, 2006). Pizam, Neumann and Reichel
(1978) also define tourist satisfaction as interaction result between tourist experience
at destination and tourist expectation about destination. In term of tourist satisfaction
toward attributes of destination, Tribe and Snaith (1998) define tourist satisfaction “as
the degree to which a tourist's assessment of the attributes of a destination exceeds his
or her expectations for those attributes”.

12
1.7.3 Holiday Satisfaction
Holiday satisfaction (HOLSAT) is a model, which is conceptualized to measure
tourist satisfaction in a destination. Tribe and Snaith developed HOLSAT model and
used it to evaluate holiday satisfaction at Varadero, Cuba (Truong & Foster 2006).
HOLSAT model has key features which differentiate it with other models.
HOLSAT model uses both positive and negative attributes in its measurement
(Meimand et al. 2013). Positive attributes are characteristics which convey favourable
impressions about destination meanwhile negative attributes are characteristics which
convey negative impression about destination. The use of positive and negative
attributes is to accommodate positive and negative features of destination from
tourists’ point of view (Truong and Foster, 2006) (Meimand et al. 2013).
HOLSAT model also measure satisfaction based on comparison between tourist
expectation and experience toward attribute of destination (Truong & Foster, 2006).
Expectation is referred as what a tourist expects or anticipates from attribute of
destination meanwhile experience is referred as what a tourist get or experience from
attribute of destination. The use of experience and expectation in holiday satisfaction
measurement is to compare tourists’ assessment toward destination attributes between
before tourists visit and after their visit (Truong and Foster, 2006).
In HOLSAT model, tourists are asked to assess their expectation toward
destination attributes and assess their experience after visiting destination (Meimand

13
et al, 2013). Likert scale is used to evaluate respondents’ respond toward statements
related to expectation and experience. Mean of experience and expectation from each
attribute then are calculated and compared. Mean difference between experience and
expectation indicates level of tourist satisfaction toward attribute (Truong & Foster,
2006).
1.7.4 Behavioural Intention
Behavioural intention is defined by Ajzen and Fishbein as “a measure of the
strength of one’s intention to perform a specific behaviour” (Ajzen and Fishbein,
1975, cited by: Clemes et al, 2009: 31). Behavioural intention also could be defined
as predictor of future behaviour (Ajzen, 1991, cited by: Sumaedi et al, 2014: 14).
Tourist behavioural intention can be referred to tourist future intention toward
destination. Positive tourist behavioural intention could be viewed as tourist loyalty
and tourist word of mouth referrals toward destination (Chaohui et al, 2012). Tourist
behavioural intention is reflected in tourist loyalty toward destination. It is reflected
in tourists’ intentions to revisit the destination and in their willingness to recommend
it to others (Tran, 2011).
Tourist revisit intention and recommendation intention is aspect of tourist
behavioural intention, which is derived from tourist destination loyalty (Tran, 2011).
Revisit intention is defined as likelihood and willingness to visit the same destination.
(Rani et al, 2015). Recommendation intention is referred by Torres (2012) as

14
customer willingness to recommend to others. Tourist revisit intention and
recommendation intention is influenced by tourist satisfaction, satisfied tourists
would likely to revisit and recommend to their friends or relatives (Tran, 2011).
1.8 Research Methods
1.8.1 Research Location
This study is conducted in Bejiharjo Tourism Village, which is located in
Bejiharjo Village, Karangmojo District, Gunungkidul Regency, Yogyakarta Special
Region.
1.8.2 Data Collection Methods
This study is a descriptive research with quantitative approach. Descriptive
research is a research, which is intended to describe characteristic of variables of
interest in a situation (Sekaran, 2003). In this study, quantitative data will be primary
data source for analysis, while qualitative information would be used as secondary
data source to support data analysis and also would be used to determine attributes
which will be analyzed. In this study, quantitative data are respondents’ answers
which are related to their expectation, experience and future behavioural intention. In
this study, qualitative information is information, which is related to Bejiharjo
Tourism Village and its tourism activity.

15
There are several methods, which are used to obtain data and information for this
study, those are:
1) Questionnaire Survey
In this study, questionnaires distributed to respondents in Bejiharjo Tourism
Village. Respondents in this research are tourists who have finished doing adventure
tourism activity. Questionnaires are distributed to obtain data and information for
this study analysis. Information which is collected in this study are such as: profile
of respondents and respondents characteristic. Data which are collected in this study
are respondents’ respond toward statements within questionnaire which relate to
respondents expectation, experience and future behavioural intention.
Respondents will be asked to fill questionnaire, which contains questions about
socio demographic profile, travel characteristic, future intention and statements
which are related to condition of destination. Respondents are also asked to state
their expectation and experience towards attributes in destination by matching their
situation with statements in questionnaire.
Respondents’ answers toward statements in questionnaire are assessed using five
point likert scale. Scale which is used in this study, are: 4 for very agree, 2 for agree,
0 for doubt/neutral, -2 for disagree, -4 for very disagree. Score of respondents’
answer toward each statement will be calculated to find mean of expectation and
mean of experience from each attribute.

16
2) Observation
In this study, observation is used to get clear view about adventure tourism
activity in Bejiharjo Tourism Village.
3) Interview
In this study, interview is used to obtain information about Bejiharjo Tourism
Village. Chief/coordinator of Bejiharjo Tourism Village is interviewed as informant
to give information about Bejiharjo Tourism Village.
4) Literature Studies
Literature studies in this research are used to collect information about Bejiharjo
Tourism Village. There are several sources which are used to obtain information for
this study, those are such as: previous research, newspapers and websites.
1.8.3 Population and Sample Determination
1.8.3.1 Population and Sample Size
Population is total number of data which would be analysed (Wardiyanta, 2010).
Population in this research is all tourists who visit and have experienced adventure
tourism activity in Bejiharjo Tourism Village.
Sample is part of population, which is picked up and used as source for analysis
(Wardiyanta, 2010). Number of minimal sample size for this study would be
determined based on formula, which is developed by Yamane (Israel, 2013).

17
Below is formula, which is used to determine number of minimum sample size.
? =
?
1 + ? (?)?
N = Number of Population
e = Margin of error
n = Number of minimum sample
Based on total number of tourists who visited Bejiharjo Tourism Village in 2012,
population on this research are 59,903 tourists (Tourism Office of Yogyakarta Special
Region, 2013). Margin of error that is expected in this research is 9%. With those
requirements, measurement of minimal sample size for this research is:
n =
59,903
1 + 59,903 (0.09)?
? =
59,903
1 + 485.21
? = 123.20
From measurement above, minimum sample size which is needed by this
research is 123.20. It is rounded up to become 124 which means this research needs
to gain 124 respondents as minimal number of sample.

18
1.8.3.2 Sampling Method
This study applies non-probability sampling method to obtain sample for this
study. Non-probability sampling method is sampling method, which each sample has
unequal probability chance to be selected from the whole population (Sekaran, 2003).
Purposive sampling technique is applied to obtain sample for this study. Purposive
sampling technique is a sampling technique which sample is determined by
researcher, based on requirement/criteria/judgement for research (Maholtra and Briks,
2006). Criteria which are used to determine sample for this study are: sample must be
tourists who visit and have finished doing adventure tourism activity in Bejiharjo
Tourism Village.
1.8.4 Attributes Determination
HOLSAT model is a site specific model, which means this model tries to
investigate most appropriate attributes of specific destination (Meimand et al, 2013).
It gives opportunity to measure tourist holiday satisfaction with more appropriate
attributes which exist in context of specific destination (Truong & Foster, 2006). This
means there could be different kinds of attributes selected in holiday satisfaction
measurement, for each different destination depends on: situation, condition and
characteristic of destination.

19
As a site specific model, HOLSAT model needs an interpretive approach to
determine attributes which will be analysed. In ensuring that an attribute is the most
appropriate attribute of destination, there are several steps to determine attributes in
destination. Those steps are: gathering information from promotional material;
gathering information from literature; gathering information from tourists and
researcher critical reflection towards destination (Tribe and Snaith, 1998).
Attributes is selected based on destination attributes, which are classified into
“Five A” destination attributes. “Five A” destination attributes are consist of five
attributes, which are: attraction, activity, amenities, accessibility and accommodation
(Truong & Foster, 2006). Those basic destination attributes would be derived into
more specific attributes which represent attributes of adventure tourism in Bejiharjo
Tourism Village.
In this study, attributes are interpreted based on information, which has gathered.
Information is gathered from several sources, such as: newspaper; tourism operator,
websites and previous studies. It is also supported with observation which conducted
in Bejiharjo Tourism Village.
1.8.5 Data Analysis Methods
Data which are used for analysis in this study is obtained from questionnaire. It is
then is tabulated and analysed with Microsoft Excel and SPSS 19. There are several
data analysis process in this research, those are: reliability test, validity test, holiday

20
satisfaction and tourist future behavioural intention, which is consist of tourist revisit
intention and tourist recommendation intention.
1.8.5.1 Reliability and Validity Test
Reliability of measure is measurement to indicate that an instrument is without
bias and ensures its consistency to measure various items in different times.
Reliability of measure indicates stability of instrument and consistency in concept
measurement (Sekaran, 2003).
Validity of measure is a measurement to ensure that an instrument is able to
measure the intended concept (Sekaran. 2003). It also implies to how well a test
result fit to theory or concept, which constructs a research (Hair et al, 2014).
In this study, Cronbach’s Alpha is used to determine instrument reliability.
Cronbach’s Alpha is reliability coefficient which indicates correlation between
items in instrument. It is computed as a result of average inter-correlation among
items measuring same concept. The closer alpha coefficient to 1, means higher
consistency reliability of instrument. In general, coefficient alpha more than 0.80
are considered indicates good reliability, between 0.70 – 0.80 are acceptable, and
less than 0.60 are considered indicates poor reliability (Sekaran, 2003).
Factor analysis is applied to analyse construct validity on this research. Factor
analysis “is a statistical approach that can be used to analyze interrelationships
among a large number of variables and to explain these variables in terms of their

21
common underlying dimensions” (Hair et al, 2014:16). Construct validity is an
extent of how a set of measured variables represent theoretical latent construct,
which those variables are designed to measure (Hair et al, 2014).
An instrument indicates construct validity if it shows high factor loading from
result of factor analysis. Factor loading is correlation between factor or components
and responds of given item (Eberman and Kahanov, 2011). An instrument ideally
shows valid construct validity, if it has factor loading more than 0.7. If its factor
loading is lower than 0.5, means it is not significantly showed construct validity
(Hair et al, 2014).
There are three factors in this study, those are: expectation, experience and
behavioural intention. Those factors would be analysed with reliability test and
validity test to ensure reliability and validity of the research instrument. In reliability
test each factor would be analysed to see its cronbach’s alpha coefficient. In validity
test each factor would be analysed to see factor loading of items within each factor
to ensure its validity.
1.8.5.2 Holiday Satisfaction Analysis
Holiday satisfaction level is measured based on mean differences between
expectation and experience from each attributes. For positive attributes, if the mean
of experience is bigger than mean of expectation, it indicates tourists are satisfied
toward attribute. When it is smaller than expectation, it indicates tourists are

22
dissatisfied toward attribute. For negative attributes, if the mean of experience is
smaller than mean of expectation, it indicates tourists are satisfied toward attribute.
When it is bigger than expectation, it indicates tourists are dissatisfied toward
attribute (Truong and Gebbie, 2007).
Paired t-test would be used to compare mean of experience and expectation. In
this test, significance level of comparison between mean of experience and
expectation from each attributes would be known, whether there is strong
significance or less significance. Mean comparison between expectation and
experience is significant when its level of significance is lower than 0.001. When its
level of significance is higher than 0,001 it means there is less significant mean
difference between experience and expectation (Truong and Foster, 2006).
1.8.5.3 Behavioural Intention Analysis
In terms of tourist behavioural intention analysis, this study would analyse it
based on frequency of respondents’ answers toward questions about behavioural
intention. There are three aspects which would be analysed, those are: overall
satisfaction, revisit intention and recommendation intention. Overall satisfaction is
analysed to see tourist satisfaction over their visit and classify tourists based on their
overall satisfaction. Revisit intention and recommendation is analysed to see how is
tourists intention to revisit and recommend in the future. Respondents’ answers

23
toward those questions would be analysed to describe future behavioural intention
of tourists who visit Bejiharjo Tourism Village
1.9 Writing Layout
First Chapter:
First chapter of this study consists of several sections which give introduction of
this study. This chapter consists of: research background, problem formulation,
research scope, research purpose, research benefit, literature review, theoretical basis,
and research methods.
Second Chapter:
Second chapter of this study provides description of Bejiharjo Tourism Village.
This chapter consists of information about: location, history, management and
tourism activity offered by Bejiharjo Tourism Village.
Third Chapter:
Third chapter provides findings and discussion of this study. This chapter consists
of several sections, which are: attribute determination, questionnaire distribution,
respondent profile, reliability test and validity test, holiday satisfaction analysis and
tourist behavioural intention analysis.

24
Fourth Chapter:
The fourth chapter is the last chapter of this study. This chapter provides
conclusion and suggestions from this study.

25
CHAPTER II
PROFILE OF BEJIHARJO TOURISM VILLAGE
2.1 Location
Bejiharjo Tourism Village is one of community based tourism organizations in
Bejiharjo Village, Gunungkidul. This organization operates to manage tourism
activities in Bejiharjo Village.
Tourism activity in Bejiharjo Tourism Village is centred at Secretariat of Bejiharjo
Tourism Village. It is located in Dusun Gelaran I, Bejiharjo Village, Karangmojo
District, Gunungkidul Regency, Yogyakarta Special Region. Location of Secretariat
of Bejiharjo Tourism Village can be seen in Picture 1 and Picture 2. In Picture 1, it
can be seen location and direction to Secretariat of Bejiharjo Tourism Village. In
Picture 2, it can be seen satellite image map of Secretariat of Bejiharjo Tourism
Village and tourism attractions in Bejiharjo Village, such as: Pindul Cave and Oyo
River.

26
Picture 1 Location Map of Bejiharjo Tourism Village
Source: www.desawisatabejiharjo.net 1
1
Obtained from: http://desawisatabejiharjo.net/wp-content/uploads/2014/12/denah-
goa-pindul.jpg accessed in 2 February 2015

27
Picture 2 Satellite Image Map of Bejiharjo Tourism Village Location
Source: www.wikimapia.org2
, with additional notes
2
Obtained from: http://wikimapia.org/#lang=en&lat=-
7.924902&lon=110.648460&z=16&m=b&permpoly=20054965 accessed in 2
February 2015

28
2.2 History of Bejiharjo Tourism Village
Bejiharjo Tourism Village established in 2010 as community organization to
develop tourism potential in Bejiharjo Village. It established in 30 June 2010, with
establishment of Kelompok Sadar Wisata Desa Wisata Bejiharjo (Tourism Conscious
Group of Bejiharjo Tourism Village). This community organization consists of local
villagers, which are interested in develop tourism activity in Bejiharjo Village to
develop local community welfare.3
Development of Bejiharjo Tourism Village was started with launching of Pindul
Cave as tourism attraction in October 2010. Pindul Cave is one of caves in Bejiharjo
Village, previously this cave only used by some villagers as place for hunt bat. After
establishment of Bejiharjo Tourism Village, members of the organization started to
clean and prepare Pindul Cave as tourism attraction. In October 2010, Pindul Cave
officially launched as tourism attraction in Gunungkidul by Government of
Gunungkidul Regency. After its launching, Pindul Cave started to be known as new
tourism attraction in Gunungkidul. 3
In 2011, Kelompok Sadar Wisata Desa Wisata Bejiharjo (Tourism Conscious
Group of Bejiharjo Tourism Village) built their secretariat in Dusun Gelaran I,
Bejiharjo Village. This secretariat was the first secretariat for tourism activity in
3
Compiled from interview with Subagyo, Ketua Kelompok Sadar Wisata Desa
Wisata Bejiharjo (Chief of Tourism Conscious Group of Bejiharjo Tourism Village).,
in 4 January 2015

29
Bejiharjo Village at that time. The function of this secretariat is as administration
office for tourism activity under Bejiharjo Tourism Village management, which
includes: inventory activity registration, activity preparation and organization. It also
has function as lounge for tourists, who prepare before doing activity or rest after
activity.5
Two years after it operates, Bejiharjo Tourism Village has been able to attract
many tourists to use its services. In 2012, there are 59,903 tourists who visit Bejiharjo
Tourism Village (Tourism Office of Yogyakarta Special Region, 2013). Number of
tourists visit shows this tourism village has successful promotion to promote their
tourism potential, especially Pindul Cave as one of adventure tourism attraction in
Yogyakarta.
Popularity of Pindul Cave makes Bejiharjo Tourism Village tries to offer others
tourism attractions in their village. It tries to offer Gelatik Cave Tubing and Oyo
River Rafting as alternative choice for tourists who visit Bejiharjo Tourism Village. It
also tries to develop new activity such as: outbound and off-road activity. With
various activities offered to tourist, it hopes tourists have more alternative choice and
could boost tourism village development.4
4
in 4 January 2015

30
Picture 3 Situation of Pindul Cave Entrance in Holiday Season
(Picture obtained from: Sorotgunungkidul.com) 5
Popularity of Pindul Cave, is followed by emergence of new tourism operators in
Bejiharjo Village. Several local communities in Bejiharjo Village try to establish their
tourism operators to organize tourism activity in their area. Until end of 2014, there
are 9 tourism operators in Bejiharjo Village, those are: Desa Wisata Bejiharjo, Wira
Wisata, Panca Wisata, Tunas Wisata, Karya Wisata, Trip Goa Pindul, Sokolimo,
Mriwis Putih and Gelaran Indah. 6
5
Obtained from: http://www.sorotgunungkidul.com/berita-gunungkidul-10336-duuh-
goa-pindul-penuh-sesak-pengunjung-tak-dibatasi.html/, accessed 11 May 2015
6
Obtained from: http://kabarhandayani.com/goa-pindul-membludak-operator-
wisata-kurang-sigap/ accessed 7 January 2015

31
Tourism operators which are established in Bejiharjo Village mostly offer almost
similar adventure tourism activities. This brings tough competition between tourism
operators. It makes each tourism operator needs to give more efforts to attract tourists
and give best service for tourists.
Although there is tough competition between tourism operators, Bejiharjo Tourism
Village is still able to attract high number of tourists. In 2012, there are 59,903
tourists who visited Bejiharjo Tourism Village. In 2013, there are 73,764 tourists who
visited Bejiharjo Tourism Village7
. In 2014, there are 81,976 tourists who visited
Bejiharjo Tourism Village8
.
In the period of 2012 to 2014 number of tourist who visited Bejiahrjo Tourism
Village shows positive increase. Number of tourist, which visited Bejiharjo Tourism
Village in period of 2012 to 2014, can be seen in Figure 1
7
Obtained from: http://sorotgunungkidul.com/berita-gunungkidul-4418-omzet-per-
pokdarwis-goa-pindul-minimal-rp-2-milyar.html accessed in 7 January 2015
8
Obtained from: http://www.sorotgunungkidul.com/berita-gunungkidul-10342-
pengunjung-bulat-pokdarwis-dituding-mengadaada.html accessed in 15 January
2015

32
Figure 1 Number of Tourist Visit in Bejiharjo Tourism Village
Compiled from:
* = Statistik Kepariwisataan 2012 (Tourism Office of Yogyakarta
Special Region, 2013)
** =/http://sorotgunungkidul.com/berita-gunungkidul-4418-omzet-per-
pokdarwis-goa-pindul-minimal-rp-2-milyar.html accessed in 7 January
2015
*** = http://www.sorotgunungkidul.com/berita-gunungkidul-10342-
pengunjung-bulat-pokdarwis-dituding-mengadaada.html accessed in
15 January 2015

33
2.3 Management of Bejiharjo Tourism Village9
Bejiharjo Tourism Village is managed by Kelompok Sadar Wisata Desa Wisata
Bejiharjo (Tourism Conscious Group of Bejiharjo Tourism Village). It is a
community organization, which is formed to develop and manage tourism activity in
Bejiharjo Village. It consists of several local residents of Bejiharjo Village, which are
interested to participate and develop tourism activity. Main purpose of Bejiharjo
Tourism Village is to operate tourism activity which gives contribution for welfare
development of Bejiharjo Village resident.
Members of Bejiharjo Tourism Village have various roles in the organization. It
depends on the skill and willingness of organization members to hold specific role in
the organization. There are several roles which can be held by member of Bejiharjo
Tourism Village, such as: guide, food seller, documentation, merchandise seller,
administration staff, public relation and coordinators.
Member of Bejiharjo Tourism Village would get benefit from their participation in
organization activities. Benefit is distributed to organization members based on their
participation on tourism activities, which are operated by organization. Every role in
organization activities gets different form and amount of benefit. For example: guide
9
4 January 2015

34
would get fee from tourism activity, which is handled and seller would get a space to
open their stall in area around secretariat.
With distribution of work and benefit on tourism activity, Bejiharjo Tourism
Village tries to contribute for development of community welfare on their region. It
opens alternative job field for local resident in Bejiharjo Village. It also gives
additional income for its member who participates in tourism activity operated by
organization.
2.4 Tourism Activity Offered in Bejiharjo Tourism Village 10
Bejiharjo Tourism Village as tourism operator in Bejiharjo Village has several
activities offered for tourist. Most of activities which are offered relate to exploration
of natural tourism attraction in Bejiharjo Village, such as: Pindul Cave, Gelatik Cave
and Oyo River. It also offers others activities, such as: outbound and off-road
adventure. This section tries to provide brief description of tourism activities which
are offered by Bejiharjo Tourism Village.
10
Compiled from http://desawisatabejiharjo.net/ , accessed in 1 February 2015
desawisatabejiharjo.net is website that provide information about tourism activity in
Bejiahrjo Tourism Village.

35
Picture 4 Situation in Secretariat of Bejiharjo Tourism Village
(Picture by Pratama, 4 January 2015)
2.4.1 Pindul Cave Tubing 11
Pindul cave is one of tourism attractions in Bejiharjo Village. In this cave,
tourists will explore underground river inside the cave. Exploration of Pindul Cave
uses tubing method with rubber tire to explore underground river inside the cave.
Pindul Cave is cave which formed because natural phenomena thousand years
ago. It is part of natural phenomena which occurred in karst landscape region. It
formed thousands years ago when there is slow erosion of limestone which makes
11
Compiled from: http://desawisatabejiharjo.net/cave-tubing-goa-pindul.html ,
http://desawisatabejiharjo.net/paket-goa-pindul.html ,
http://desawisatabejiharjo.net/goa-pindul-wisata-petualangan.html Accessed 1
Frbruary 2015

36
river in the surface collapse and become underground river. It also formed several
ornament inside cave which occurred because of natural process.
Cave tubing activity in Pindul Cave usually takes for about an hour. It will
explore 350 meters long and around 5-12 meters deep cave. During the activity
tourists would explore the cave using rubber tire to explore underground river inside
the cave. During the activity tourists would also able to see natural ornaments in the
cave, such as: pillar, stalagmite and stalactite.
Picture 5 Pindul Cave Tubing
(Picture obtained from:: http://desawisatabejiharjo.net/) 12
12
Picture obtained from: http://desawisatabejiharjo.net/wp-
content/uploads/2014/12/21-300x1991.jpg accessed in 17 February 2015

37
In cave tubing activity tourist would enter three zones of cave based on light
intensity. Those three zones inside the cave are: bright zone, twilight zone and dark
zone. Bright zone is the first zone, which is entered in the cave. In this zone tourist
can see cave ornaments clearly without additional light support. Twilight zone is
second zone in the cave. In this zone light intensity begins to drop and only low
intensity of light able to reach this zone. In the third zone or dark zone, there is no
light in the cave, this make light support is needed to explore this zone. In this zone,
guide will assist tourists and help them feel eternal darkness of the cave.
Picture 6 Rubber Tire for Tubing and Rafting Activities
(Picture by Pratama, 4 January 2015)

38
Price for cave tubing in Pindul Cave, which is operated by Bejiharjo Tourism
Village is Rp 35,000/person. With that price, tourists would be able to explore
Pindul Cave assisted with guide, safety equipment and insurance. Safety equipment,
which are provided for Pindul Cave tubing are: life jacket, rubber tire, helmet, head
lamp and rubber shoes. Guide, who assists tourists come from member of Bejiharjo
Tourism Village. It will guide tourists and give information about Pindul Cave.
Insurance is included in the package to anticipate if there is an accident during
activity.
2.4.2 Gelatik Cave Exploration 13
Gelatik Cave is another tourism attraction, which is operated by Bejiharjo
Tourism Village. In this cave tourists will walk to explore the cave and see natural
ornament within the cave. This activity is different compared to Pindul Cave
Tubing. The differences between those two caves are: in Gelatik Cave there is no
underground river and exploration is done on foot, meanwhile in Pindul Cave there
is underground river and exploration is conducted with rubber tire.
Exploration activity in Gelatik cave is done on foot to explore around 300 meters
long cave. During the exploration tourists are assisted by a guide who will help and
guide tourist during activity. Inside the cave tourists would be able to see natural
ornaments in the cave, such as: pillar, stalagmite and stalactite.
13
Compiled from : http://desawisatabejiharjo.net/paket-goa-gelatik.html . Accessed
in: 1 February 2015

39
Price of Gelatik Cave Exploration is Rp 35,000/person. With that price, tourists
will be able to explore Gelatik Cave assisted with guide, safety equipment and
insurance. Safety equipment, which are provided for Gelatik Cave exploration are:
helmet, head lamp and rubber shoes. Guide who assists tourist is come from
member of Bejiharjo Tourism Village. It will guide tourists and give information
about Gelatik Cave. The price of this activity also includes insurance to anticipate if
there is an accident during activity.
2.4.3 Oyo River Rafting14
Oyo River is one of rivers in Yogyakarta. This river flows from Gunungkidul
Regency into Bantul Regency and ends in Indian Ocean. This river usually is used
for farming irrigation system. In Bejiharjo Village, this river has been offered for
adventure tourism activity.
In Bejiharjo Tourism Village, Oyo River is offered as one of its adventure
tourism activities. Adventure tourism, which is offered by Bejiharjo Tourism
Village, is rafting. In this activity tourists will explore Oyo River stream with
rubber tire. In this activity, tourists would be able to enjoy scenery around river
stream while floating explores the river.
14
Compiled from : : http://desawisatabejiharjo.net/paket-wisata-body-rafting-sungai-
oyo.html . Accessed in 1 February 2015

40
Picture 7 Oyo River Rafting Activity
(Picture obtained from : http://desawisatabejiharjo.net/) 15
Price of Oyo River Rafting activity is Rp 45,000/person. With that price,
tourists would be able to do rafting activity in Oyo River assisted by guide. It also
includes safety equipment and insurance. In this activity, tourists are assisted by
guide who will help tourists and give information about Oyo River during the
activity. Safety equipment, which is provided for this activity are: life jacket,
rubber tire and rubber shoes. This activity package is also includes insurance to
anticipate, if there is an accident during activity.
15
Picture obtained from from : http://desawisatabejiharjo.net/wp-
content/uploads/2014/09/oyo1.jpg accessed in 6 February 2015

41
2.4.4 Off-road Adventure16
Off-road adventure activity is offered by Bejiharjo Tourism Village for tourist
who wants to explore Bejiharjo Village with four-wheel drive vehicle. In this off-
road adventure, tourists will explore several terrains in Bejiharjo Village, such as:
forest, muddy road and river. Duration of this activity usually take around one and
half hour.
Price for off-road adventure activity is Rp 350,000/vehicle for one trip. It
includes a driver who drives and control the vehicle during adventure. The package
also includes insurance for tourists to anticipate if there is an accident during the
activity.
2.4.5 Outbound Training 17
Bejiharjo Tourism Village also offers outbound training as one of tourism
activities which they are operated. This activity is offered to group of tourists who
want to build soft skill competency, such as: motivation, self confident, team work,
responsibility, trust and communication. Outbound activity in Bejiharjo Tourism
Village is handled by group of guides which will give several games for participants
to build their soft skill competence.
16
Compiled from: http://desawisatabejiharjo.net/paket-goa-pindul.html accessed 1
February 2015
17
Compiled from: http://desawisatabejiharjo.net/outbound-goa-pindul.html .
accessed in 1 February 2015

42
There are two basic game models, which are offered by Bejiharjo Tourism
Village, those are: rope game and water game. Rope game is kinds of outbound
activities which use rope as media for its activity. Water game is kinds of outbound
activities which use water as media for its activity. Outbound training activities also
can be categorized into three forms: individual adventure, team work and group
games. Games and activities, which are offered have purpose to develop and
encourage soft skill competence of participants.
Outbound training activity in Bejiharjo Tourism Village is designed by request.
Tourists who will do outbound training activity should have reservation for the
activity. The minimal number of participants for one outbound training activity is 15
participants for each outbound package. The fee for this activity is varied depends
on activities, which are requested.

43
CHAPTER III
RESEARCH FINDINGS AND DISCUSSION:
TOURIST HOLIDAY SATISFACTION AND TOURIST BEHAVIOURAL
INTENTION AFTER THEIR VISIT IN BEJIHARJO TOURISM VILLAGE
3.1 Attributes Determination
This section gives description about attributes determination process in this study.
There are 14 attributes, which are analyzed in this study. Those attributes are
selected based on observation and information gathering about Bejiharjo Tourism
Village. Those attributes are derived from “Five A” destination attribute, which are
derived to become more specific attributes. Attributes, which are analysed in this
study, are: natural scenery, weather, price, waiting duration, activity safety,
equipment safety, guide’s competence, facilities, cleanliness, road access, location
finding, crowded situation, excitement and management.
Those attributes are presented in questionnaire in the form of statements. In this
study, there are 14 attributes, which consist of 10 positive attributes and 4 negative
attributes. Positive attributes are attribute number: 1;2;3;5;7;9;10;11;12;14. Negative
attributes are attribute number: 4; 6; 8; 13. Each attribute would be presented in the
form of statement related to tourist expectation and experience. List of attributes in
form of statements, which are analysed in this study, can be seen in Table 1.

44
Table 1 List of Attribute
No Statement
1 This place would have beautiful natural scenery
2 The weather in this place would be good
3 The price for this tourism activity would be cheap
4 This tourism activity would be dangerous activity
5 This tourism activity would use safe safety equipment
6 This place would be difficult to find
7
There would be complete facility in this place (such as:
toilet & rest area)
8 This place would be very crowded
9
This tourism activity would be assisted by competence
person
10 This tourism activity would be exciting
11 This place would be clean
12 This place would has good road access
13 It would be need lot of time to start a tourism activity
14 This place would be well managed

45
3.2 Questionnaire Distribution
This study is conducted in Bejiharjo Tourism Village. Questionnaires are
distributed in Bejiharjo Tourism Village to tourists who have finished doing
adventure tourism activity. Questionnaires distribution to respondents is conducted
between December 2014 and January 2015.
Total questionnaires, which are collected in this study, are 142 questionnaires.
Questionnaires which have been collected then are checked and filtered to exclude
incomplete questionnaires. There are 16 incomplete questionnaires have been found
and have been excluded from analysis. Total questionnaires, which are analysed in
this study, are 126 questionnaires.
Table 2 Result of Questionnaires Distribution
Questionnaires
Collected
Incomplete
Questionnaires
Questionnaires
Analysed
142 16 126

46
3.3 Reliability and Validity Test
This section provides result of reliability test and validity test of this study. It is
conducted to ensure reliability and validity of research instrument. SPSS 19 is used
to conduct reliability test and validity test of this study.
There are three factors in this study, those are: expectation, experience and
behavioural intention. Those factors would be analysed with reliability test and
validity test to ensure reliability and validity of the research instrument. In reliability
test each factor would be analysed to see its cronbach’s alpha coefficient. In validity
test each factor would be analysed to see factor loading of items within each factor
to ensure its validity.
3.3.1 Reliability Test
Reliability test is conducted to measure that instrument, which is used has no bias
and has consistency to measure various items in different times (Sekaran, 2003). In
this research Cronbach’s Alpha would be used to determine instrument reliability.
Cronbach’s Alpha result an alpha coefficient which indicates average inter-
correlation between items that is measured. An instrument is considered has good
reliability if it has coefficient alpha more than 0.8, meanwhile if it has coefficient
alpha less than 0.5 it is considered has poor reliability (Sekaran, 2003).

47
Table 3 Reliability Test Result
Variable Cronbach’s Alpha
Expectation 0.974
Experience 0.980
Behavioural Intention 0.894
From Table 3, it can be seen result of reliability test. It can be seen that all of
three variables in this research have cronbach’s alpha coefficient more than 0.8. It
means this research instrument is reliable.
3.3.2 Validity Test
Validity test is conducted to ensure that instrument, which is used able to
measure the intended concept (Sekaran, 2003). In this research, validity of the
research instrument would be analysed by factor analysis.
Before factor analysis is conducted, there are several tests to check data
suitability for factor analysis. KMO test (Kaiser-Meyer-Olkin Measure of Sampling
Adequacy) and Bartlett's Test of Sphericity would be conducted to check data
suitability for factor analysis. If KMO test result is more than 0.5 and level of
significance of Bartlett's Test of Sphericity is lower than 0.05, it means data is
suitable for factor analysis. (Williams et al, 2012: 5)

48
Table 4 KMO and Bartlett’s Test Result
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,942
Bartlett's Test of Sphericity Approx. Chi-Square 8647,625
Df 465
Sig. ,000
From Table 4, it can be seen result of KMO and Bartlett’s Test. KMO test result
shows score of 0.942. Bartlett’s Test of Sphericity score result is at 0,000. It shows
KMO test result is more than 0.5 and Bartlett test result shows it is lower than 0.05.
It means data from this research is suitable for factor analysis.
An instrument indicates validity if it shows high factor loading from the result
of factor analysis. Factor loading is correlation between factor or components and
responds of given item (Eberman and Kahanov. 2011). An instrument ideally shows
valid construct validity, if it has factor loading more than 0.7 (Hair et al, 2014: 605).
There are three factors which would be analysed. Those are: expectation,
experience and behavioural intention. Items within each factor are analysed with
factor analysis to reveal factor loading of each item. Factor loading of each item in a
factor is shown by component matrix from each item in a factor. Factor loading of
each item in those three factors could be seen in Table 5.

49
Table 5 Factor loading
Component Matrix
Expectation Experience Behavioural Intention
Item
Component
1
Item
Component
2
Item
Component
3
H1 0.735 P1 0.825 B1 0.940
H2 0.913 P2 0.937 B2 0.875
H3 0.913 P3 0.954 B3 0.959
H4 0.884 P4 0.892
H5 0.913 P5 0.945
H6 0.944 P6 0.796
H7 0.931 P7 0.940
H8 0.902 P8 0.934
H9 0.875 P9 0.937
H10 0.824 P10 0.883
H11 0.925 P11 0.947
H12 0.950 P12 0.894
H13 0.922 P13 0.942
H14 0.869 P14 0.945
Table 5 shows result of factor analysis of items in this research. From the result,
it can be seen that all of items within three factors have factor loading more than
0.7. It can be interpreted that all factors in this research have been able to shows
validity.

50
3.4 Respondent Profile
This section gives brief description of respondent profile and respondent
characteristic in this study. This respondent profile is based on information, which is
given by respondents in questionnaire. This section gives description of: gender, age,
education, origin, employment, salary and previous experience in adventure tourism
activity.
3.4.1 Respondent Origin Profile
All of respondents in this study are domestic tourists who have finished doing
adventure tourism activity in Bejiharjo Tourism Village. Respondents in this study
are come from several provinces in Indonesia. Descriptions of respondents’ profile
based on its origin province can be seen in Table 6.
Table 6 Respondent Profile Based on Origin Province
Province
Number of
Respondent
Percentage
Yogyakarta Special Region 26 20,63%
Jakarta Capital Region 11 8,73%
Central Java 33 26,19%
West Java 21 16,67%
East Java 17 13,49%
Others 18 14,29%
Total 126 100,00%

51
From Table 6, it can be seen that most of respondents in this study are tourists
who come from province on Java Island. More than 85% of respondents in this
study are come from provinces on Java Island. Central Java and Yogyakarta Special
Region are two provinces with highest number of respondents. It is followed by
West Java, East Java and Jakarta Capital Region. There are also 18 respondents who
come from outside those provinces.
3.4.2 Respondent Gender Profile
In this study, most of its respondents are male. There are 69 male respondents
and 57 female respondents. Percentage of male respondents in this research is
54.76% of total respondents. Percentage of female respondents in this research is
45.24% of total respondents.
Table 7 Respondent Profile Based on Gender
Gender
Number of
Respondent
Percentage
Male 69 54,76%
Female 57 45,24%
Total 126 100,00%

52
3.4.3 Respondent Age Profile
Respondents in this study are come various group of ages. It varies from 15 years
old to 57 years old. Most of respondents are come from 19-27 years old group of
ages. There are 51 respondents or 40.48% of total respondents who come from 19-
27 years old group of ages. Description of respondents’ profile based on its age
could be seen below in Table 8.
Table 8 Respondent Profile Based on Age
Age
Number of
Respondent
Percentage
15 -18 13 10,32%
19 – 27 51 40,48%
28 – 36 37 29,37%
37 – 45 16 12,70%
45 > 9 7,14%
Total 126 100,00%
3.4.4 Respondent Employment Profile
Respondents in this study are come from various employment categories, such
as: civil servant, private employee, entrepreneur, student and other employment
categories. Most of respondents in this study are private employee. Second highest
respondents employment category are students. Description of respondents’ profile
based on its employment category can be seen in Table 9.

53
Table 9 Respondent Profile Based on Employment
Job
Number of
Respondent
Percentage
Private Employee 45 35,71%
Civil Servant 16 12,70%
Entrepreneur 12 9,52%
Student 42 33,33%
Others 11 8,73%
Total 126 100,00%
3.4.5 Respondent Income Profile
Respondents in this study have various income ranges. It varies from less than
Rp1,500,000 per month into more than Rp5,000,000 per month. In this study, most
of respondents have income range from less than Rp1,500,000 per month into
Rp3,000,00. There are 47 respondents or 37.3% from total respondents, who have
income less than Rp1,500,000 per month. There also 36 respondents or 28.57% of
total respondents who have income between Rp1,500,00 and Rp3,000,000 per
month. Description of respondents’ profile based on income per month could be
seen in Table 10.

54
Table 10 Respondent Profile Based on Income Per Month
Income
Number of
Respondent
Percentage
< Rp1,500,000 47 37,30%
Rp1,500,000 - Rp3,000,000 36 28,57%
Rp3,000,000 - Rp5,000,000 29 23,02%
> Rp5,000,000 14 11,11%
Total 126 100,00%
3.4.6 Respondent Characteristic by Information Source
Respondents in this study get information about Bejiharjo Tourism Village from
various sources. Those information sources are such as: internet, friend and family,
tour operator and mass media. Most of respondents obtain information about
Bejiharjo Tourism Village from their friend or family. There are 66 respondents or
52,38% of total respondents, who obtain information about Bejiharjo Tourism
Village from their friend or family. Description of respondents’ characteristic based
on information sources can be seen in Table 11

55
Table 11 Respondent Characteristic by Information Source
Information Source
Number of
Respondent
Percentage
Internet 30 23,81%
Friend or Family 66 52,38%
Tour Operator / Travel Agent 17 13,49%
TV / Radio / Newspaper / Magazine 9 7,14%
Others 4 3,17%
Total 126 100,00%
3.4.7 Respondent Characteristic by Prior Experience in Adventure Tourism
Table 12 Respondent Characteristic by Prior Experience in Adventure
Tourism
Experience
Number of
Respondent
Percentage
Have experience done adventure tourism 67 53,17%
Never done adventure tourism 59 46,83%
Total 126 100,00%
From Table 12, it can be seen respondents’ characteristic based on their prior
experience do adventure tourism activity. Most of respondents in this study have
previous experience in adventure tourism activity. There are 67 respondents or 53%
of total respondents who state they have experience doing adventure tourism

56
activity before their visit in Bejiharjo Tourism Village. In this study, there are 59
respondents or 46.83% of total respondents who have no experience doing
adventure tourism activity, before their visit in Bejiharjo Tourism Village.
3.5 Holiday Satisfaction Analysis
This section provides result of holiday satisfaction measurement. There are three
subsections in this section. Those are: positive attribute analysis, negative attribute
analysis and summary.
In this study, holiday satisfaction analysis is conducted after respondent’s answer
is tabulated and counted to obtain mean of experience and expectation from each
attribute. Mean of experience and mean of expectation from each attribute are
compared to obtain mean differences between experience and expectation. Paired t-
test is conducted to obtain level of significance of mean comparison between
experience and expectation.
3.5.1 Positive Attributes Analysis
This subsection provides result of holiday satisfaction measurement toward
positive attributes. In this study, there are 10 positive attributes which are analysed.
Mean of experience and mean of expectation of each attribute are compared to obtain
mean differences of an attribute. Paired t-test is used to obtain level of significance
of mean comparison from an attribute. Holiday satisfaction measurement of positive
attribute can be seen in Table 13.

57
Holiday satisfaction of a positive attribute is interpreted based on mean differences
between experience and expectation of an attribute. It is also supported by level of
significance of mean comparison between experience and expectation of an attribute.
A positive attribute shows tourist satisfaction toward, if it has mean of experience is
higher than mean of expectation. Positive attribute shows tourist dissatisfaction, if it
has mean of experience is lower than mean of expectation. Attribute shows
significant satisfaction/dissatisfaction if it has level of significance is lower than
0.001. If an attribute has level of significance higher than 0.001, it means the
attribute is less significant and only shows little satisfaction/dissatisfaction.

58
Table 13 Positive Attributes Holiday Satisfaction Measurement
No Statement
Expectation Experience (Experience –
Expectation)*
SIG
X SD N X SD N
1
This place would have
beautiful natural scenery
2,14 0,77 126 2,75 1,03 126 0.60 0,000**
2
The weather in this place
would be good
1,57 1,23 126 1,84 1,76 126 0,27 0,005
3
The price for this tourism
activity would be cheap
1,16 1,48 126 1,76 1,95 126 0,60 0.000**
5
This tourism activity would
use safe safety equipment
1,76 1,28 126 2,24 1,59 126 0,48 0,000**
7
There would be complete
facility in this place (such
as: toilet & rest area)
1,40 1,41 126 1,70 1,80 126 0,30 0,001**
9
be guide by a competence
person
1,97 1,13 126 2,35 1,58 126 0,38 0,000**
10
be exciting
2,46 1,08 126 2,75 1,55 126 0,29 0,004
11 This place would be clean 1,48 1,34 126 1,27 1,99 126 -0,21 0,027
12
This place would has good
road access
1,33 1,46 126 1,21 1,99 126 -0,13 0,103
14
This place would be well
managed
1,86 1,08 126 2,19 1,57 126 0,33 0,000**
Note: SIG = Level of significance
* = Mean differences
** = Significant attribute, with level of significance 0,001
= Less significant attribute, with level of significance > 0.001

59
From holiday satisfaction measurement towards positive attributes, there are 6
attributes which show satisfaction toward attribute and there are 4 attributes which
have less significant differences between experience and expectation. It also finds
there is no attribute which shows tourist dissatisfaction toward attribute
Attributes which show tourist satisfaction toward positive attribute are attributes
number: 1; 3; 5; 7; 9; 14. Attribute number 1 refers to natural scenery. Attribute
number 3 refers to cheap price. Attribute number 5 refers to safety equipment.
Attribute number 7 refers to facilities. Attribute number 9 refers to guide’s
competence. Attribute number 14 refers to management.
Attributes which show less significant differences between experience and
expectation of positive attribute are attributes number: 2; 10; 11; 12. Attribute
number 2 refers to good weather. Attribute number 10 refers to excitement.
Attribute number 11 refers to cleanliness. Attribute number 12 refers to road access

60
Figure 2 Positive Attributes Comparison Chart
Note: (+) : Satisfaction toward attribute
(LS) : Less significant attribute
3.5.1.1 Satisfaction toward Attribute
From holiday satisfaction measurement toward positive attributes, there are 6
attributes which show tourist satisfaction towards attributes. Those are attributes
number: 1; 3; 5; 7; 9; 14. Those attributes show tourist satisfaction toward positive
attributes, which are indicated by its mean of experience which higher than mean of
expectation. Those attributes also have level of significance lower than 0.001, which
means it show significant satisfaction.
2.14
1.57
1.16
1.76
1.40
1.97
2.46
1.48
1.33
1.86
2.75
1.84
1.76
2.24
1.70
2.35
2.75
1.27 1.21
2.19
0.00
0.50
1.00
1.50
2.00
2.50
3.00
Expectation Experience

61
Attribute number 1, which refers to natural scenery shows tourist satisfaction
toward attribute. It has mean of experience higher than mean of expectation (2.75
compare to 2.14). It indicates tourists feel adventure tourism activities in Bejiharjo
Tourism Village provide beautiful natural scenery. It can be interpreted that natural
scenery, which tourists see during adventure tourism activities is exceed their
expectation before visit. It also can be interpreted that tourists feel satisfied with
natural scenery which they see during activities.
Attribute number 3 which refers to cheap price shows tourist satisfaction toward
attribute. It has mean of experience higher than mean of expectation (1.76 compare
to 1.16). It indicates tourists feel adventure tourism activities in Bejiharjo Tourism
Village have cheap price. It can be interpreted that tourists feel price of adventure
tourism activities in Bejiharjo Tourism Village is cheaper than price which tourists
expected before their visit. It also indicates that tourists feel price of activities are
suitable with experience which they get during activities.
Attribute number 5 which refers to safety equipment shows tourist satisfaction
compare to 1.76). It indicates tourists feel satisfied toward safety equipment, which
is provided for adventure tourism activities. It can be interpreted that tourists feel
safety equipment in Bejiharjo Tourism Village is better than what they expected
before visit.

62
Attribute number 7 which refers to facilities, shows tourists satisfaction toward
attribute. It has mean of experience higher than mean of expectation (1.70 compare
to 1.40). It indicates tourists feel satisfied with facilities, which are provided in
Bejiharjo Tourism Village. It also indicates that tourists’ expectation toward
facilities has been fulfilled. It also can be interpreted that tourists feel facilities,
which are provided are better than facilities which they expected before visit.
Attribute number 9 which refers to guide’s competence shows tourist satisfaction
compare to 1.97). It indicates tourists feel satisfied with competence of guide which
assists them during adventure tourism activities. It also can be interpreted that
tourists feel competence of guide in Bejiharjo Tourism Village is better than what
they expected before visit.
Attribute number 14 which refers to management, shows tourist satisfaction
compare to 1.86). It indicates tourists feel satisfied toward management of Bejiharjo
Tourism Village. It indicates tourists feel Bejiharjo Tourism Village is well
managed. It also can be interpreted that tourists feel management of Bejiharjo
Tourism Village is better than what they expected before visit.

63
From those result it can be interpreted that tourists feel satisfy toward those six
positive attributes. It can be interpreted tourists’ experience towards natural scenery,
cheap price, safety equipment, facilities, guide’s competence and management of
Bejiharjo Tourism Village are exceed their expectation before visit.
3.5.1.2 Less Significant Attribute
There are 4 attributes which have less significant mean differences between
experience and satisfaction. Those are attributes number: 2; 10; 11; 12. Those
attributes have less significant differences between experience and expectation. It is
shown by its level of significance which higher than 0.001. It means those attributes
only have slight little difference between mean of experience and mean of
expectation. It also means those attributes only shows either little satisfaction or
little dissatisfaction toward attribute.
Attribute number 2 which refers to good weather, shows it has less significant
level of significance. It means there is only little difference between mean of
experience and mean of expectation. From its mean comparison, it has mean of
experience slight higher than mean of expectation (1.84 compare to 1.57). It
indicates that weather does not provide significant holiday satisfaction for tourists.
It also can be interpreted that weather condition which tourists experienced during
adventure tourism activities is slightly better than condition which they expected.

64
Attribute number 10 which refers to excitement, shows it has less significant
experience slight higher than mean of expectation (2.75 compare to 2.46). It
indicates tourists’ expectation toward exciting adventure tourism activities is
fulfilled. Little difference between mean of experience and mean of expectation can
indicate level of excitement which tourists experienced is not far exceeds their
expectation.
Attribute number 11 which refers to cleanliness, shows it has less significant
experience slight lower than mean of expectation (1.27 compare to 1.48). It
indicates that tourist expectation toward cleanliness is not fulfilled. It also can be
interpreted that tourists experienced less clean situation compared to their
expectation before visit.
Attribute number 12 which refers to road access, shows it has less significant
experience slight lower than mean of expectation (1.21 compare to 1.33). It
indicates tourist expectation toward good road access is not fulfilled. It also can be

65
interpreted tourists experienced slight worse road access condition compared to
their expectation before visit.
Since those attributes have less significant differences between experience and
expectation, it is difficult to determine satisfaction or dissatisfaction toward those
attributes. However, holiday satisfaction measurement result can indicate that those
attributes not show enough performances to satisfy tourists.
3.5.2 Negative Attributes Analysis
This subsection provides result of holiday satisfaction measurement toward
negative attributes. In this study, there are 4 negative attributes which are analysed.
Mean of experience and mean of expectation of each attribute are compared to obtain
mean differences of an attribute. Paired t-test is used to obtain level of significance
of mean comparison from an attribute. Holiday satisfaction measurement of negative
attribute can be seen in Table 14.
Holiday satisfaction analysis of a negative attribute is interpreted based on mean
differences between experience and expectation of an attribute. It is also supported
by level of significance of mean comparison between experience and expectation of
an attribute. A negative attribute shows tourist satisfaction toward attribute, if its
mean of experience is lower than mean of expectation. Negative attribute shows
dissatisfaction toward attribute, if its mean of experience is higher than mean of
expectation. An attribute shows significant satisfaction/dissatisfaction if its level of

66
significance is lowers than 0.001. If an attribute has level of significance higher than
0.001, it means the attribute is less significant and only shows little
satisfaction/dissatisfaction.
Table 14 Negative Attributes Holiday Satisfaction Measurement
No Statement
Expectation Experience (Experience –
Expectation)*
SIG
X SD N X SD N
4
This tourism activity
would be dangerous
activity
-0,62 2,12 126 -1,54 2,10 126 -0,92 0,000**
6
This place would be
difficult to find
-0,10 2,08 126 0,22 2,49 126 0,32 0,016
8
This place would be very
crowded
0,54 2,30 126 0,98 2,55 126 0,44 0,000**
13
It would be need lot of
time to start a tourism
activity
-0,21 2,04 126 -0,25 2,55 126 -0,05 0,614
Note: SIG = Level of significance
* = Mean differences
** = Significant attribute, with level of significance ≤ 0.001
= Less significant attribute, with level of significance > 0.001

67
From holiday satisfaction measurement toward negative attributes, there is 1
attribute which shows tourist satisfaction toward attribute. Attribute which shows
satisfaction toward negative attribute is attribute number 4 which refers to
dangerous activity. There is also 1 attribute which shows dissatisfaction toward
negative attribute. Attribute which shows dissatisfaction toward negative attribute is
attribute number 8 which refers to crowded situation. There are also two attributes
which show less significant level of significance. Negative attributes which show
less significant level of significance are: attribute number 6, which refers to location
finding and attribute number 13, which refers to waiting duration
Figure 3 Negative Attributes Comparison Chart
Note (+) : Satisfaction toward attribute
(-) : Dissatisfaction toward attribute
(LS) : Less significant attribute
Dangerous
Activity (+)
Location Finding
(LS)
Crowded (-)
Waiting Time
(LS)
Expectation -0.62 -0.1 0.54 -0.21
Experience -1.54 0.22 0.98 -0.25
-2
-1.5
-1
-0.5
0
0.5
1
1.5

68
3.5.2.1 Satisfaction toward Negative Attribute
From holiday satisfaction measurement toward negative attributes, it shows there
is 1 attribute which shows tourist satisfaction towards attribute. Attribute which
shows tourist satisfaction toward attribute is attribute number 4. It shows tourist
satisfaction toward negative attribute, which is indicated by its mean of experience
which lower than mean of expectation. It also has level of significance lower than
0.001, which means it shows significant satisfaction.
Attributes numbers 4 which refers to dangerous activity, shows tourist
satisfaction towards attribute. It has mean of experience lower than mean of
expectation (-1.54 compare to -0.62). It indicates tourists feel adventure tourism
activity in Bejiharjo Tourism Village is not dangerous. It can be interpreted that
safety level of adventure tourism activity which tourists experienced exceeds their
expectation before visit. It also can be interpreted that tourists feel satisfied with
safety level of adventure tourism activities in Bejiharjo Tourism Village.
3.5.2.2 Dissatisfaction Toward Negative Attribute
From holiday satisfaction measurement toward negative attributes, it shows
there is 1 attribute which shows tourist dissatisfaction towards attribute. Attribute
which shows tourist dissatisfaction toward attribute is attribute number 8. It shows
tourist dissatisfaction toward negative attribute, which is indicated by its mean of

69
experience which higher than mean of expectation. It also has level of significance
lower than 0.001, which means shows significant dissatisfaction.
Attribute number 8 which refers to crowded situation shows there is tourist
dissatisfaction towards attribute. It has mean of experience higher than mean of
expectation (0.98 compare to 0.54). It can be interpreted that tourists feel
dissatisfied with crowded situation in Bejiharjo Tourism Village. It also can be
interpreted that tourists feel they experienced more crowded situation in Bejiharjo
Tourism Village than they expected before visit.
3.5.2.3 Less Significant Attribute
There are 2 attributes which have less significance differences between
experience and expectation. Those are attributes number: 6 and 13. Those attributes
have less significant differences between its experience and expectation, which is
shown by its level of significance which higher than 0.001. It means those attributes
only have slight little difference between mean of experience and mean of
expectation. It also means those attributes only shows either little satisfaction or
little dissatisfaction toward attribute.
Attribute number 6, which refers to location finding, shows it has less significant
experience slight higher than mean of expectation (0.22 compared to -0.10). It

70
slightly indicates that tourists expect they would not have difficulties to find
location of Bejiharjo Tourism Village. It also indicates that tourists feel it is slight
difficult to find location of Bejiharjo Tourism Village. It can be interpreted that
tourists feel location of Bejiharjo Tourism Village is slight more difficult to be
found compared to their expectation before visit.
Attribute number 13, which refers to waiting duration, shows it has less
significant level of significance. It means there is only little difference between
mean of experience and mean of expectation. From its mean comparison, it has
mean of experience slight lower than mean of expectation (-0.25 compared to -
0.21). It indicates tourists do not expect to have long waiting duration to start
adventure tourism activities. It also indicates tourists feel they not experience long
waiting duration to start adventure tourism activities. It can be interpreted that
tourists feel they experienced slight quicker waiting duration compared to their
expectation before visit.
Since those attributes have less significant differences between mean of
experience and mean of expectation, it is difficult to determine satisfaction or
dissatisfaction toward those attributes. However, holiday satisfaction measurement
result can indicate that those attributes not show enough performances to satisfy
tourists.

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3.5.3 Summary
From holiday satisfaction measurement, there are 7 attributes which show: tourist
satisfaction. Attributes which show satisfaction are: natural scenery, price, safety
equipment, activity safety, facilities, management and guide’s competence. Those
attributes show tourists’ experience significantly exceeds their expectation. It means
those attributes have good performance and need to be maintained to maintain
tourist satisfaction.
From holiday satisfaction measurement, there is 1 attribute which shows tourist
dissatisfaction. It shows there is dissatisfaction towards crowded situation. It
indicates tourists dissatisfied with crowded situation in Bejiharjo Tourism Village. It
indicates management of Bejiharjo Tourism Village must consider this condition
and try to improve it to give better experience for tourists.
From holiday satisfaction measurement, there are 6 attributes which have less
significant differences between experience and expectation. Those attributes are:
excitement, cleanliness, road access, weather, location finding and waiting duration.
Since differences between experience and expectation are less significant, it is
difficult to decide whether tourists satisfied or dissatisfied toward those attributes.
Management of Bejiharjo Tourism Village needs to consider and improve those
attributes to make those attributes have better performance and able to satisfy
tourists.

72
3.6 Behavioural Intention Analysis
This section gives description of tourists’ future behavioural intention after visit
Bejiharjo Tourism Village. In this study, tourist behavioural intention is analysed
based on respondents’ answers toward questions in questionnaire.
There are three aspects of behavioural intention, which are analysed in this study.
Those are: overall satisfaction, revisit intention and recommendation intention.
Overall satisfaction is analysed to see tourist satisfaction over their visit and classify
tourists based on their visit satisfaction. Revisit intention and recommendation
intention are analysed to see how are tourists’ intention to revisit and intention to
recommend to their friends/relatives.
3.6.1 Overall Satisfaction
This subsection provides description of tourist overall satisfaction with their visit
in Bejiharjo Tourism Village. From respondents’ answer toward question about their
satisfaction with their visit, it can be seen most of respondents state they are satisfied
with their visit. There are 114 respondents or 90.48% of total respondents which state
they are satisfied with their visit. This indicates most of tourists who visit Bejiharjo
Tourism Village are satisfied with their visit. Description of tourist overall
satisfaction can be seen in Table 15.

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Table 15 Tourist Overall Satisfaction
Are you satisfied with your visit? Number of Respondent Percentage
Yes 114 90,48%
Doubt 9 7,14%
No 3 2,38%
Total 126 100,00%
3.6.2 Revisit Intention
This subsection provides description of tourist revisit intention after their visit in
Bejiharjo Tourism Village. In general, most of respondents state they have intention
to revisit Bejiharjo Tourism Village in the future. There are 88 respondents or
69.84% of total respondents who state they want to revisit in the future. This indicates
most of tourists who visit Bejiharjo Tourism Village likely have intention to revisit in
the future. Description of tourist revisit intention can be seen in Table 16.
Table 16 Tourist Revisit Intention
Do you want to revisit this place in the
future?
Number of Respondent Percentage
Yes 88 69,84%
Doubt 30 23,81%
No 8 6,35%
Total 126 100,00%

74
Tourist revisit intention also can be described based on tourist overall satisfaction.
It can be described with classify tourists into three categories then each tourist
category is analysed to see its likelihood for revisit intention. In this study, tourists
are classified into three categories based on their satisfaction with their visit, those
categories are: satisfied tourist, not satisfied tourist and tourist with doubt over their
visit satisfaction. Description of tourist revisit intention based on overall satisfaction
can be seen in Figure 4.
Figure 4 Tourist Revisit Intention Based on Overall Satisfaction
Notes: * = Tourist which state they satisfied with their visit.
** = Tourist which state they doubt with their visit satisfaction.
*** = Tourist which state they not satisfied with their visit.
86
2 0
26
4
0
2 3 3
Satisfied * Doubt * * Not Satisfied * * *
Tourist Revisit Intention
Yes Doubt No

A Study Of Tourist Satisfaction Towards Adventure Tourism Activity In Bejiharjo Tourism Village Using Holsat (Holiday Satisfaction) Model

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