This document summarizes a research article about factors that influence customer purchase decisions at Starbucks coffee shops in Indonesia. The study examined how price perception, lifestyle, brand image, and purchase decision interact. A literature review covered these topics and developed hypotheses about their relationships. The methodology section described a quantitative study using a questionnaire with 183 Starbucks customers in Jakarta. Data was analyzed using partial least squares to test the hypotheses and determine what most influences customers' decisions to purchase Starbucks coffee. The results found that both price perception and lifestyle positively impact brand image and purchase decision, with lifestyle having a stronger effect on brand image.
The document discusses the concept of buyer behavior and the factors that influence it, including cultural factors like culture and subculture, social factors like reference groups and family, and personal factors like age, occupation, and lifestyle. It also examines psychological factors affecting buyer behavior such as perception, motivation, beliefs, and attitudes. Understanding these influences on buyer behavior is important for marketers to better target customers and develop effective marketing strategies.
The document discusses the impact of TV advertisements on youth purchase decisions. It reviews literature that has examined the relationship between TV ads, celebrity endorsements, and consumer behavior. Several studies found that TV ads positively influence brand awareness and youth purchasing behaviors. Celebrities in ads can increase brand recall for youth. The literature review concludes that TV advertisements have a positive impact on youth trial and purchase of advertised products.
The Destination of Cognitive Image, Personality Destination, and Hedonic Valu...inventionjournals
The tourism industry is an important role in development efforts and development of a region. North Sulawesi is one of the tourist destinations in Indonesia. An effective concept should be elaborated to ensure the progressive growth in the industry. This study develops the concept of cognitive and affective cognitive variables destination image, personality and hedonic value destinations on the intention to recommend. Findings recently admitted the use of the affective aspects influencing intention to recommend more tourists than the cognitive aspects
This document discusses a case study analyzing HSBC print ads to understand how motivation and personality influence consumer behavior. The ads are analyzed to see how they relate to HSBC's target market's motivations and personalities. The analysis finds that the ads emphasize HSBC's understanding of local culture, illustrating how culture shapes consumers' motivations and traits. Specifically, the ads appeal to motivations like achievement, power, uniqueness, affiliation, and self-esteem that are linked to consumers' cultural backgrounds. The ads portray HSBC as expert guides on various cultures to build trust and position the bank as knowledgeable and reliable when customers consider financial services.
This document summarizes a research study that examined the effect of store environmental factors and individual factors on impulse buying behavior among Pakistani consumers. Specifically, it investigated how the store environment, reference group influence, and time pressure impact impulse purchases, and whether mood acts as a mediator. The study used survey responses from 279 participants and analyzed the data using regression and correlation. The results showed that the store environment and reference group influence positively impacted impulse buying, while time pressure did not. Mood was found to partially mediate the relationship between the store environment and impulse purchases. Food items and accessories were the most common products purchased impulsively.
This document summarizes a research paper that studied the effect of sustainable marketing on Millennials' attitudes and behaviors in the fast fashion industry. The study found that consumer awareness of sustainable marketing directly increases willingness to purchase sustainable clothing. However, price sensitivity also directly impacts purchase willingness, and those more willing to buy sustainable clothing are more willing to pay higher prices. The preference for durable clothing indirectly affects purchase willingness through its impact on price sensitivity. The document provides context on sustainable marketing and its importance in the fast fashion industry.
This document summarizes a research article about factors that influence customer purchase decisions at Starbucks coffee shops in Indonesia. The study examined how price perception, lifestyle, brand image, and purchase decision interact. A literature review covered these topics and developed hypotheses about their relationships. The methodology section described a quantitative study using a questionnaire with 183 Starbucks customers in Jakarta. Data was analyzed using partial least squares to test the hypotheses and determine what most influences customers' decisions to purchase Starbucks coffee. The results found that both price perception and lifestyle positively impact brand image and purchase decision, with lifestyle having a stronger effect on brand image.
The document discusses the concept of buyer behavior and the factors that influence it, including cultural factors like culture and subculture, social factors like reference groups and family, and personal factors like age, occupation, and lifestyle. It also examines psychological factors affecting buyer behavior such as perception, motivation, beliefs, and attitudes. Understanding these influences on buyer behavior is important for marketers to better target customers and develop effective marketing strategies.
The document discusses the impact of TV advertisements on youth purchase decisions. It reviews literature that has examined the relationship between TV ads, celebrity endorsements, and consumer behavior. Several studies found that TV ads positively influence brand awareness and youth purchasing behaviors. Celebrities in ads can increase brand recall for youth. The literature review concludes that TV advertisements have a positive impact on youth trial and purchase of advertised products.
The Destination of Cognitive Image, Personality Destination, and Hedonic Valu...inventionjournals
The tourism industry is an important role in development efforts and development of a region. North Sulawesi is one of the tourist destinations in Indonesia. An effective concept should be elaborated to ensure the progressive growth in the industry. This study develops the concept of cognitive and affective cognitive variables destination image, personality and hedonic value destinations on the intention to recommend. Findings recently admitted the use of the affective aspects influencing intention to recommend more tourists than the cognitive aspects
This document discusses a case study analyzing HSBC print ads to understand how motivation and personality influence consumer behavior. The ads are analyzed to see how they relate to HSBC's target market's motivations and personalities. The analysis finds that the ads emphasize HSBC's understanding of local culture, illustrating how culture shapes consumers' motivations and traits. Specifically, the ads appeal to motivations like achievement, power, uniqueness, affiliation, and self-esteem that are linked to consumers' cultural backgrounds. The ads portray HSBC as expert guides on various cultures to build trust and position the bank as knowledgeable and reliable when customers consider financial services.
This document summarizes a research study that examined the effect of store environmental factors and individual factors on impulse buying behavior among Pakistani consumers. Specifically, it investigated how the store environment, reference group influence, and time pressure impact impulse purchases, and whether mood acts as a mediator. The study used survey responses from 279 participants and analyzed the data using regression and correlation. The results showed that the store environment and reference group influence positively impacted impulse buying, while time pressure did not. Mood was found to partially mediate the relationship between the store environment and impulse purchases. Food items and accessories were the most common products purchased impulsively.
This document summarizes a research paper that studied the effect of sustainable marketing on Millennials' attitudes and behaviors in the fast fashion industry. The study found that consumer awareness of sustainable marketing directly increases willingness to purchase sustainable clothing. However, price sensitivity also directly impacts purchase willingness, and those more willing to buy sustainable clothing are more willing to pay higher prices. The preference for durable clothing indirectly affects purchase willingness through its impact on price sensitivity. The document provides context on sustainable marketing and its importance in the fast fashion industry.
This document discusses consumer behavior and the factors that influence it. It defines consumer behavior as how individuals make decisions to spend resources on consumer goods and services. Consumer behavior is influenced by internal factors like personal characteristics, psychology, and external factors like culture and society. The document outlines the consumer decision making process and categories it includes routine, limited, and extensive decision making. It explores how motivation, beliefs, attitudes, perception, and learning impact consumer psychology. Social factors like reference groups, family, and status also influence behavior as do cultural influences like culture, subcultures, and social class. Understanding consumer behavior is important for industries like textiles to focus on what consumers buy, where they shop, how they learn about products, and socio
Comparison of consumer behavior of millennials and generation z in pre and po...wicked41
This document compares the consumer behavior of Millennials and Generation Z in the pre- and post-Covid era. It discusses how factors like perception, motivation, expectations, and psychology influence their behavior differently. The Covid-19 pandemic significantly impacted consumer behavior, with Generation Z more willing to adapt to digital shopping while Millennials tended to stockpile essentials. Generation Z's behavior is shaped more by experiences on social media and a focus on sustainability, while Millennials remain attached to in-person shopping experiences. Understanding the unique impacts of the pandemic on different generations is important for marketers.
The document discusses different types of research methods used in market research. It defines exploratory research as the broadest type of research used to gather initial information without a predefined hypothesis. Focus groups and depth interviews are discussed as common qualitative exploratory research methods. The document also discusses descriptive research which examines situations as they are through methods like surveys to identify characteristics or correlations. Projective techniques used in interviews are mentioned where participants project responses onto hypothetical scenarios.
The document provides an acknowledgement and abstract for a project on consumer behavior and purchasing decisions related to laptops.
The acknowledgement thanks various individuals who provided support and guidance in completing the project, including the director of the institute, a professor who provided guidance and support, and fellow students.
The abstract introduces the topic of studying the factors that influence consumers' purchase decisions of laptops and whether there are differences among consumer groups (stayers, satisfied switchers, dissatisfied switchers) in the importance given to these factors. It also discusses understanding the attitudes of these three customer groups to help with retention and loyalty strategies.
This document provides an overview of consumer behavior related to health care products in India. It begins with definitions of health, healthy individuals, and health products. It then discusses the importance of a healthy lifestyle in India and common health practices like exercise, nutrition, and stress reduction. The document also covers consumer behavior theory and how marketing can influence purchasing decisions. It notes that India has over 1500 health care companies and discusses the potential challenges of competition from foreign firms.
Comparison of consumer behavior of millennials and generation z in pre and po...wicked41
This document compares the consumer behavior of Millennials and Generation Z in the pre-Covid and post-Covid eras. It finds that Generation Z is more comfortable with online shopping compared to Millennials. The Covid-19 pandemic disrupted in-person shopping and pushed more Millennials to shop online. Marketers need to understand the differences between these generations, as their perceptions, motivations, and expectations vary. Factors like culture, social influences, and the pandemic's impact on social behavior must be considered when analyzing consumer behavior.
This document summarizes a study on consumer behavior related to toothpaste brands in Bangalore, India. It begins with an abstract describing the importance of understanding consumer behavior for business success. It then reviews literature on various factors that influence consumer decisions, including demographics, product attributes, quality, packaging, promotions, and brand awareness. The research methodology section describes how the study used a descriptive design and simple random sampling to collect primary data via questionnaires from 200 consumers in Bangalore. The results found that 80% of respondents use toothpaste, with 60% brushing once per day. Half of respondents purchase toothpaste twice per month.
The document discusses consumer behavior and summarizes a study on consumer satisfaction with Itz Cash cards. It outlines the objectives, methodology, and limitations of the study. The methodology included collecting primary data through customer interviews and secondary data from company records and marketing managers. The objectives were to analyze customer satisfaction, awareness of cash cards, and preferences between cash cards and debit/credit cards. Limitations included uncooperative respondents and restrictions on sample size and time.
The document provides information on consumer behavior and marketing research. It discusses key concepts related to consumer characteristics and decision making processes. It also outlines the steps in marketing research including defining problems, developing research plans, using sampling methods, collecting information, and evaluating findings. Various factors that influence consumer behavior are explained such as cultural, social, personal and psychological factors. Different types of consumer buying behavior and decision situations are also covered.
This document discusses rural marketing and consumer buying behavior in rural areas. It covers topics such as characteristics of rural consumers, factors affecting rural consumer behavior, models of consumer behavior, and the stages of the rural consumer buying process. Some key points include that rural consumers are influenced by social factors like traditions and opinion leaders. They also have different tastes, product preferences, and lifestyle factors than urban consumers. The buying process in rural areas relies more heavily on information from other owners and dealers than traditional media sources.
This document discusses consumer behavior in healthcare. It begins by defining a consumer as a person or group that is targeted to purchase products/services or pays to use goods/services. Consumer behavior involves how individuals select, purchase, use, and dispose of products/services to satisfy needs. Marketers must understand diverse consumer needs, wants, and consumption patterns. The document then discusses factors that influence consumer behavior such as culture, social factors, personal factors, and psychological factors like motivation and perception. It also outlines the consumer decision making process and types of consumer behavior based on involvement.
This document provides an overview of consumer behaviour concepts including definitions of consumer behaviour, differences between consumers and customers, factors influencing consumer behaviour in India, and the consumer movement and protection in India.
Some key points covered are: the meaning of consumer behaviour is defined as activities people undertake when purchasing goods for personal use; a consumer uses products while a customer purchases products; factors influencing Indian consumers include changing demographics, westernization and celebrity influence; the consumer movement originated due to issues like food shortages and adulteration and led to the establishment of consumer protection laws and agencies in India.
External Determinants of Buying BehaviorAstha Chand
The document discusses external determinants of buying behavior including consumer psychographics vs demographics, group dynamics and consumer reference groups, family as consuming unit, and social and cultural influences. It defines key concepts such as reference groups, celebrity endorsements, and types of families. Consumer socialization within families is also summarized, describing how children and adults acquire consumer skills and norms through socialization processes within the family unit.
The document discusses a study on the carrying capacity of resources and the environment in tea-producing areas, using Fuzhou City, Fujian Province as an example. It establishes three criterion levels - natural resource index, ecological environment index, and socioeconomic index - to evaluate the carrying capacity. Data from 2015-2019 on indicators like precipitation, temperature, wastewater discharge, and income are analyzed. The results show that Fuzhou's overall carrying capacity increased from 2015 to 2018 but declined slightly in 2019, with the natural resource index fluctuating and the ecological and socioeconomic indexes generally improving. Suggestions are made for sustainable development of Fuzhou's tea industry based on the analysis.
- The document discusses a study on the role of consumer satisfaction in mediating the effect of sales promotion on repurchase intentions of Dunkin Donuts consumers during the COVID-19 pandemic in Denpasar City, Bali, Indonesia.
- The study found that sales promotion had a positive and significant effect on consumer satisfaction and repurchase intentions. Consumer satisfaction also had a positive and significant effect on repurchase intention.
- Additionally, the study determined that consumer satisfaction was able to significantly mediate the effect of sales promotion on repurchase intention of Dunkin Donuts consumers in Denpasar City.
Consumer behavior involves the various stages a consumer goes through when purchasing goods or services. Understanding consumer behavior is essential for marketing success as consumers are increasingly value-conscious. Globally, consumers are worried about job stability but many feel secure in North America and China. While some consumers are loyal to favorite brands if prices are reasonable, others proactively search for savings, selectively splurge in some categories, and shop across channels. Key factors influencing consumer behavior include culture, subculture, social groups, personal characteristics, psychological aspects, and marketing activities. Household spending varies globally with countries spending more on healthcare, housing, food, transportation, or education depending on their needs and priorities.
Determinants of consumer purchase decisions in zero rated hotels in eldoretJoseph Musyoki
This documents examines the factors that affect the decisions of consumers when they are making purchases of good and services especially in the hospitality industry. it will enable the readers to understand the extent of the influence of the determinants of consumer behaviour
A Study On Tourist Buying Behavior Models - Literature ReviewKristen Carter
1. The document reviews several models of tourist buying behavior, including Wahab, Carampon & Rothfield's (1976) model of the decision making process, Schomoll's (1977) model focusing on awareness and trust, and Mayo and Jarvis's (1981) model examining opportunities and goals.
2. It also discusses Mathieson and Wall's (1982) 5 phase model of the tourist experience and Woodside and Lysonski's (1989) model of destination choice.
3. Finally, it reviews literature on factors that influence tourist behavior such as motivation, personal characteristics, social influences, and the marketing environment.
This document discusses consumer attitudes, specifically reflecting on the concept of consumer attitudes and their relationship to consumer behavior and marketing implications. It examines the trilogy of consumer attitude, which includes the cognitive, affective, and conative components. The cognitive component refers to knowledge and beliefs about an object, the affective component to feelings and emotions, and the conative component to response tendencies. Attitudes can serve utilitarian, value-expressive, ego-defensive, and knowledge functions for consumers. While attitudes influence behavior, companies have difficulty directly influencing consumer purchasing behaviors and should instead provide evidence of benefits, correct misconceptions, offer samples, engage new technologies, and bring innovations to indirectly influence consumer behaviors by altering the components of their attitudes
Impact of Consumer innovativeness on shopping styles; A Case of Pakistaninventionjournals
ABSTRACT: Purpose: The main objective of this paper is to investigate the impact of consumer innovativeness on shopping styles in Pakistan. It is written with an aim to explore the relations among consumer innovativeness and shopping styles. DESIGN/METHODOLOGY/APPROACH: Survey method was used to generate the Reponses and sample of our study consists of 300 useful responses of respondents which were generated through questionnaire and Structural equation modeling (SEM) was applied by using Statistica 7 to examine the relation among cognitive and sensory innovativeness and six different shopping patterns. FINDINGS: We find that Consumers along with cognitive innovativeness have quality consciousness, price consciousness and confused by over choice when they make decisions. Consumers with sensory innovativeness have brand consciousness, fashion consciousness and habitual orientation towards decision making. It means that cognitive and sensory innovativeness can lead to diverse shopping patterns. RESEARCH LIMITATIONS: In our study we use convenience sampling technique to generate responses. So sample of 300 respondents generates exact results but these results cannot be applied on the whole population of Pakistan having different age groups. So major limitation of our research paper is generality of results MANAGERIAL IMPLICATION: The findings of our research paper enable manager to get the idea how customer are different in their shopping styles. Marketers can develop complete understanding about customer’s innovativeness and shopping styles so that they can launch successful marketing strategies for development of new products and make successful existing products.
This document discusses consumer behavior and the factors that influence it. It defines consumer behavior as how individuals make decisions to spend resources on consumer goods and services. Consumer behavior is influenced by internal factors like personal characteristics, psychology, and external factors like culture and society. The document outlines the consumer decision making process and categories it includes routine, limited, and extensive decision making. It explores how motivation, beliefs, attitudes, perception, and learning impact consumer psychology. Social factors like reference groups, family, and status also influence behavior as do cultural influences like culture, subcultures, and social class. Understanding consumer behavior is important for industries like textiles to focus on what consumers buy, where they shop, how they learn about products, and socio
Comparison of consumer behavior of millennials and generation z in pre and po...wicked41
This document compares the consumer behavior of Millennials and Generation Z in the pre- and post-Covid era. It discusses how factors like perception, motivation, expectations, and psychology influence their behavior differently. The Covid-19 pandemic significantly impacted consumer behavior, with Generation Z more willing to adapt to digital shopping while Millennials tended to stockpile essentials. Generation Z's behavior is shaped more by experiences on social media and a focus on sustainability, while Millennials remain attached to in-person shopping experiences. Understanding the unique impacts of the pandemic on different generations is important for marketers.
The document discusses different types of research methods used in market research. It defines exploratory research as the broadest type of research used to gather initial information without a predefined hypothesis. Focus groups and depth interviews are discussed as common qualitative exploratory research methods. The document also discusses descriptive research which examines situations as they are through methods like surveys to identify characteristics or correlations. Projective techniques used in interviews are mentioned where participants project responses onto hypothetical scenarios.
The document provides an acknowledgement and abstract for a project on consumer behavior and purchasing decisions related to laptops.
The acknowledgement thanks various individuals who provided support and guidance in completing the project, including the director of the institute, a professor who provided guidance and support, and fellow students.
The abstract introduces the topic of studying the factors that influence consumers' purchase decisions of laptops and whether there are differences among consumer groups (stayers, satisfied switchers, dissatisfied switchers) in the importance given to these factors. It also discusses understanding the attitudes of these three customer groups to help with retention and loyalty strategies.
This document provides an overview of consumer behavior related to health care products in India. It begins with definitions of health, healthy individuals, and health products. It then discusses the importance of a healthy lifestyle in India and common health practices like exercise, nutrition, and stress reduction. The document also covers consumer behavior theory and how marketing can influence purchasing decisions. It notes that India has over 1500 health care companies and discusses the potential challenges of competition from foreign firms.
Comparison of consumer behavior of millennials and generation z in pre and po...wicked41
This document compares the consumer behavior of Millennials and Generation Z in the pre-Covid and post-Covid eras. It finds that Generation Z is more comfortable with online shopping compared to Millennials. The Covid-19 pandemic disrupted in-person shopping and pushed more Millennials to shop online. Marketers need to understand the differences between these generations, as their perceptions, motivations, and expectations vary. Factors like culture, social influences, and the pandemic's impact on social behavior must be considered when analyzing consumer behavior.
This document summarizes a study on consumer behavior related to toothpaste brands in Bangalore, India. It begins with an abstract describing the importance of understanding consumer behavior for business success. It then reviews literature on various factors that influence consumer decisions, including demographics, product attributes, quality, packaging, promotions, and brand awareness. The research methodology section describes how the study used a descriptive design and simple random sampling to collect primary data via questionnaires from 200 consumers in Bangalore. The results found that 80% of respondents use toothpaste, with 60% brushing once per day. Half of respondents purchase toothpaste twice per month.
The document discusses consumer behavior and summarizes a study on consumer satisfaction with Itz Cash cards. It outlines the objectives, methodology, and limitations of the study. The methodology included collecting primary data through customer interviews and secondary data from company records and marketing managers. The objectives were to analyze customer satisfaction, awareness of cash cards, and preferences between cash cards and debit/credit cards. Limitations included uncooperative respondents and restrictions on sample size and time.
The document provides information on consumer behavior and marketing research. It discusses key concepts related to consumer characteristics and decision making processes. It also outlines the steps in marketing research including defining problems, developing research plans, using sampling methods, collecting information, and evaluating findings. Various factors that influence consumer behavior are explained such as cultural, social, personal and psychological factors. Different types of consumer buying behavior and decision situations are also covered.
This document discusses rural marketing and consumer buying behavior in rural areas. It covers topics such as characteristics of rural consumers, factors affecting rural consumer behavior, models of consumer behavior, and the stages of the rural consumer buying process. Some key points include that rural consumers are influenced by social factors like traditions and opinion leaders. They also have different tastes, product preferences, and lifestyle factors than urban consumers. The buying process in rural areas relies more heavily on information from other owners and dealers than traditional media sources.
This document discusses consumer behavior in healthcare. It begins by defining a consumer as a person or group that is targeted to purchase products/services or pays to use goods/services. Consumer behavior involves how individuals select, purchase, use, and dispose of products/services to satisfy needs. Marketers must understand diverse consumer needs, wants, and consumption patterns. The document then discusses factors that influence consumer behavior such as culture, social factors, personal factors, and psychological factors like motivation and perception. It also outlines the consumer decision making process and types of consumer behavior based on involvement.
This document provides an overview of consumer behaviour concepts including definitions of consumer behaviour, differences between consumers and customers, factors influencing consumer behaviour in India, and the consumer movement and protection in India.
Some key points covered are: the meaning of consumer behaviour is defined as activities people undertake when purchasing goods for personal use; a consumer uses products while a customer purchases products; factors influencing Indian consumers include changing demographics, westernization and celebrity influence; the consumer movement originated due to issues like food shortages and adulteration and led to the establishment of consumer protection laws and agencies in India.
External Determinants of Buying BehaviorAstha Chand
The document discusses external determinants of buying behavior including consumer psychographics vs demographics, group dynamics and consumer reference groups, family as consuming unit, and social and cultural influences. It defines key concepts such as reference groups, celebrity endorsements, and types of families. Consumer socialization within families is also summarized, describing how children and adults acquire consumer skills and norms through socialization processes within the family unit.
The document discusses a study on the carrying capacity of resources and the environment in tea-producing areas, using Fuzhou City, Fujian Province as an example. It establishes three criterion levels - natural resource index, ecological environment index, and socioeconomic index - to evaluate the carrying capacity. Data from 2015-2019 on indicators like precipitation, temperature, wastewater discharge, and income are analyzed. The results show that Fuzhou's overall carrying capacity increased from 2015 to 2018 but declined slightly in 2019, with the natural resource index fluctuating and the ecological and socioeconomic indexes generally improving. Suggestions are made for sustainable development of Fuzhou's tea industry based on the analysis.
- The document discusses a study on the role of consumer satisfaction in mediating the effect of sales promotion on repurchase intentions of Dunkin Donuts consumers during the COVID-19 pandemic in Denpasar City, Bali, Indonesia.
- The study found that sales promotion had a positive and significant effect on consumer satisfaction and repurchase intentions. Consumer satisfaction also had a positive and significant effect on repurchase intention.
- Additionally, the study determined that consumer satisfaction was able to significantly mediate the effect of sales promotion on repurchase intention of Dunkin Donuts consumers in Denpasar City.
Consumer behavior involves the various stages a consumer goes through when purchasing goods or services. Understanding consumer behavior is essential for marketing success as consumers are increasingly value-conscious. Globally, consumers are worried about job stability but many feel secure in North America and China. While some consumers are loyal to favorite brands if prices are reasonable, others proactively search for savings, selectively splurge in some categories, and shop across channels. Key factors influencing consumer behavior include culture, subculture, social groups, personal characteristics, psychological aspects, and marketing activities. Household spending varies globally with countries spending more on healthcare, housing, food, transportation, or education depending on their needs and priorities.
Determinants of consumer purchase decisions in zero rated hotels in eldoretJoseph Musyoki
This documents examines the factors that affect the decisions of consumers when they are making purchases of good and services especially in the hospitality industry. it will enable the readers to understand the extent of the influence of the determinants of consumer behaviour
A Study On Tourist Buying Behavior Models - Literature ReviewKristen Carter
1. The document reviews several models of tourist buying behavior, including Wahab, Carampon & Rothfield's (1976) model of the decision making process, Schomoll's (1977) model focusing on awareness and trust, and Mayo and Jarvis's (1981) model examining opportunities and goals.
2. It also discusses Mathieson and Wall's (1982) 5 phase model of the tourist experience and Woodside and Lysonski's (1989) model of destination choice.
3. Finally, it reviews literature on factors that influence tourist behavior such as motivation, personal characteristics, social influences, and the marketing environment.
This document discusses consumer attitudes, specifically reflecting on the concept of consumer attitudes and their relationship to consumer behavior and marketing implications. It examines the trilogy of consumer attitude, which includes the cognitive, affective, and conative components. The cognitive component refers to knowledge and beliefs about an object, the affective component to feelings and emotions, and the conative component to response tendencies. Attitudes can serve utilitarian, value-expressive, ego-defensive, and knowledge functions for consumers. While attitudes influence behavior, companies have difficulty directly influencing consumer purchasing behaviors and should instead provide evidence of benefits, correct misconceptions, offer samples, engage new technologies, and bring innovations to indirectly influence consumer behaviors by altering the components of their attitudes
Impact of Consumer innovativeness on shopping styles; A Case of Pakistaninventionjournals
ABSTRACT: Purpose: The main objective of this paper is to investigate the impact of consumer innovativeness on shopping styles in Pakistan. It is written with an aim to explore the relations among consumer innovativeness and shopping styles. DESIGN/METHODOLOGY/APPROACH: Survey method was used to generate the Reponses and sample of our study consists of 300 useful responses of respondents which were generated through questionnaire and Structural equation modeling (SEM) was applied by using Statistica 7 to examine the relation among cognitive and sensory innovativeness and six different shopping patterns. FINDINGS: We find that Consumers along with cognitive innovativeness have quality consciousness, price consciousness and confused by over choice when they make decisions. Consumers with sensory innovativeness have brand consciousness, fashion consciousness and habitual orientation towards decision making. It means that cognitive and sensory innovativeness can lead to diverse shopping patterns. RESEARCH LIMITATIONS: In our study we use convenience sampling technique to generate responses. So sample of 300 respondents generates exact results but these results cannot be applied on the whole population of Pakistan having different age groups. So major limitation of our research paper is generality of results MANAGERIAL IMPLICATION: The findings of our research paper enable manager to get the idea how customer are different in their shopping styles. Marketers can develop complete understanding about customer’s innovativeness and shopping styles so that they can launch successful marketing strategies for development of new products and make successful existing products.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The impact of_age_on_the_customers_buying_behaviourprojectseasy
This document discusses factors that influence consumer buying behavior, with a focus on the impact of age. It provides background on theories of consumer behavior and defines it as the process by which individuals select, purchase, use, and dispose of products. The document reviews literature showing that psychological and demographic characteristics like age significantly shape consumer preferences and decisions. It aims to examine how age influences a customer's perception of price, an important consideration in the purchasing process.
This document summarizes a research paper that studied consumer attitudes towards cosmetic products in Chitwan, Nepal. The study found that age, occupation, marital status, and education have a positive influence on consumer attitudes towards cosmetics, while income does not. Surveys were conducted with 110 respondents using a 5-point Likert scale, and 100 valid responses were analyzed. Factors like gathering information from others and brand loyalty were found to influence purchasing decisions. The findings can help marketers design effective marketing strategies for the cosmetics industry in Nepal.
This study examined factors that influence the purchasing intentions of cosmetics and health products in Tehran, Iran. A survey was administered to 410 consumers in Tehran to measure the effects of marketing mix, socio-cultural factors, situational factors, and psycho-personal factors on purchase intentions. Statistical analysis found that all four factors had a significant positive effect on purchase intentions for both cosmetics and health products. The results suggest that marketing strategies should consider all of these influence factors to better understand consumers and increase sales.
Validating Theory of Planned Behavior with Formative Affective Attitude to Un...ijtsrd
The aim of the study is to integrate affective attitude in Theory of Planned Behavior TPB to predict tourists' revisit intention to UNESCO heritage sites in Melaka. A survey of 238 among international tourist was undertaken in Melaka, Malaysia. PLS SEM was used to assess higher order model of three dimensional affective attitude as well as the measurement model and structural model. Hypothesized relationship between affective attitude, subjective norm, perceived behavioral control and revisit intention were examined. The results indicated that the proposed model had strong predictive ability regarding tourists' revisit intention to UNESCO heritage sites. Theoretical and practical implications of the findings are discussed. Abdul Hazif Abdul Hamid | Mohd Rosli Mohamad ""Validating Theory of Planned Behavior with Formative Affective Attitude to Understand Tourist Revisit Intention"" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-2 , February 2020,
URL: https://www.ijtsrd.com/papers/ijtsrd30059.pdf
Paper Url : https://www.ijtsrd.com/humanities-and-the-arts/tourism/30059/validating-theory-of-planned-behavior-with-formative-affective-attitude-to-understand-tourist-revisit-intention/abdul-hazif-abdul-hamid
The document discusses key aspects of consumer behavior that are important for marketers to understand. It defines consumer behavior as the study of how individuals make decisions to spend their available resources on consumption-related items. Understanding consumer behavior allows marketers to determine what products are needed in the market, how best to present goods to consumers, and influences on consumer decision making from groups. The study of consumer behavior is vital for companies to make effective production, pricing, distribution, and promotional decisions.
This document summarizes a research paper that investigated the relationship between environmental response, emotional response, and consumer buying behavior in Pakistan. The study found that emotional response has a strong association with consumer buying behavior, as people are more likely to purchase brands they feel an emotional attachment to. The mobile sector in Pakistan has grown significantly in recent years, with cellular subscribers increasing from 3.29% of the population in 2004 to 64.8% in 2011, representing a huge potential market for advertisers.
A review and integration of the partial models of consumer behaviourAlexander Decker
This document provides an overview of consumer behavior models. It reviews four partial models: the economic model, which views consumers as rational actors seeking to maximize utility within a budget constraint; the linear experimental model, which sees consumers progressing through stages of awareness, interest, evaluation, trial, and adoption; the psychoanalytic model, which examines unconscious motivations; and the sociological model, which considers external social and cultural influences. The document then proposes integrating aspects of these partial models into a more comprehensive consumer behavior model.
A review and integration of the partial models of consumer behaviourAlexander Decker
This document provides an overview of consumer behavior models. It reviews four partial models: the economic model, which views consumers as rational actors seeking to maximize utility within a budget constraint; the linear experimental model, which sees consumers progressing through stages of awareness, interest, evaluation, trial, and adoption; the psychoanalytic model, which examines unconscious motivations; and the sociological model, which considers external social and cultural influences. The document then proposes integrating aspects of these partial models into a more comprehensive consumer behavior model.
The document discusses tourism marketing and provides guidance on developing an effective tourism marketing strategy. It defines tourism marketing and outlines key differences from product marketing. A systematic approach to marketing segmentation, orientation, strategies, and plans is described. Procedures for marketing tourism destinations and organizations are also identified, including market planning, target market selection, and marketing mix selection.
This document discusses a conceptual review of the effects of advertising on consumer buying behavior. It examines how advertising can persuade consumers to adopt new or existing products, with a focus on Nigeria. The study aims to analyze how advertising impacts consumer purchasing decisions within the Nigerian context. The findings indicate that well-packaged advertisements can persuade consumers to try a product, and advertising campaigns need to be long enough to generate curiosity and motivation for consumers to buy.
This document provides an overview of a study on consumer purchase decision involvement and advertisement involvement in branded apparel. The study has three objectives: 1) To assess the degree of consumer purchase decision involvement and advertisement involvement in branded apparel. 2) To examine the impact of purchase decision involvement and advertisement involvement on purchase decisions. 3) To analyze how purchase decision involvement and advertisement involvement differ across socio-demographic groups when purchasing branded apparel. The study will use surveys, regression analysis, and ANOVA to collect primary data and test hypotheses related to the objectives. Understanding consumer purchase behaviors can help marketers better design marketing strategies tailored to different consumer groups.
International Journal of Business and Management Invention (IJBMI)inventionjournals
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Tourists behavioral intentions antecedent meeting incentive convention &exhibiton (mice) in bali
1. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.6, No.25, 2014
Tourists Behavioral Intentions Antecedent Meeting Incentive
Convention &Exhibiton (MICE) in Bali
Ni Putu Wiwiek Ary Susyarini1 DjumilahHadiwidjojo1 Wayan Gede Supartha2 Fatchur Rohman1
1.Faculty of Economic and Business, UniversitasBrawijaya Malang, Indonesia
2.Faculty of Economic and Business, UniversitasUdayana Denpasar, Indonesia
E-mail of the corresponding author: wiwiek32@yahoo.com
Abstract
Tourism today not only about vacation activities but also develops into business tour, the combination of
vacation and businessactivities. The kinds of tourist also develops, not only individual tourist but also group of
tourists with business background. Tourism that uses MICE (Meeting Incentive Convention and Exhibition) has
a large potential and high multiplier effect, in terms of tourist’s quantity, quality and their high financial
level.This research aims to clarify empirically whether the Convention Destination Image and Value become
antecedent Behavioral Intentionsor not,whether Satisfaction variable to mediate the effect of Destination Image
and Convention Value towards Behavioral Intentions; and whether the Novelty Seeking weaken the influence of
Satisfaction towards Behavioral Intentionsby observing 100 foreign tourists who attend International
meeting/convention held in Bali. The data analysis of this research used Generalized Structured Component
Analysis. The result shows that Destinantion Image gives the effects towards Behavioral Intentions directly or
not through the tourist’s satisfaction as the mediation variable. Novelty seeking is not moderation, but it has a
role as predictor variable that directly influences the Behavioral Intentions.
Keywords: Destination Image, Convention Value, Novelty Seeking, Satisfaction, dan Behavioral Intentions
102
1. Preface
The rapid development of tourism makes people vigorouslyincrease tourist visitation. One of many
ways used to increase the number of tourists’ arrival to Indonesia is holding MICE (Meeting, Incentive,
Convention and Exhibition) even since it can attract many tourists only in once event.MICE tourists are business
group with a large number of participants and will be repeat visitors if a good impression is presented
(Oppermann, 1996).Repeat visitors contribute significantly to the increase of destination income so that the
destination has to know the tourist’s intention revisit the destination (Jang and Feng, 2007).Repeat visitors can
save marketing costs because they acts as a marketing agent communication by spread the information
voluntarily and informally from mouth to mouth, they also introduce products and services to their friends,
acquaintances and other potential consumers.In fact, referrals from positive recommendations generate 60
percent of total sales to new customers. Thus,tourist’s recommendation can be used as a fundamental strategy to
attract many other consumers or tourists (Chi and Qu, 2008).
Behavioral intention is defined as direct antecedent of actual behavior (Ajzen, 1991). Behavioral
intention can be studied through the intention to revisit and intention to recommend (Severt et al., 2007). Several
research based on the tourist’s point of viewwhich is related to behavioral intention was done by Alcaniz et al.
(2009); Martinez et al. (2010), Qu et al. (2011), it examined the effect of overall image towards the behavioral
intention. The result shows that overall image of destination significantly gives the positive effect on behavioral
intention. The different result explained by Lai, Griffin and Babin (2009), image does not influence significantly
on loyalty. This result shows the inconsistency effect of image on behavioral intention.
2. Theoritical Framework and Hypothesis
a. Consumer Behavior
Consumer behavior is defined as the way consumers find, purchase/buy, use, evaluate and spend
products and services that are expected to fulfill their needs (Schiffman and Kanuk, 2007). Consumer behavior
focuses on how individual decides to spend available resources (time, money, and effort) related to consumption
needs. Including what they buy, why they buy, when they buy, where they buy, how often they buy, how often
they use them, how they evaluate after buying, the evaluation impact of the next purchasing and how they spend
it.
According to Kotler et al. (1999), consumer behavior refers to the final buying behavior of the
consumers, individual or household who buys goods and services for personal consumption. Consumer behavior
according to Engel et al. (2006) is an action which is directly involved to obtain and consume the products and
services, including the processes that precede and follow these actions. Purchasing are strongly influenced by
culture, social, personal and psychological characteristics (Kotler et al., 1999). Cultural factors include culture,
sub culture and social class. Social factors influenced by reference groups, families, the role and status. Personal
factors include age and life stage, employment, economic circumstances, lifestyle, personality and self-concept.
2. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.6, No.25, 2014
Psychological factors consist of motivation, perception, learning, beliefs and attitudes.
103
b. Consumer Attitudes
In accordance with Schiffman and Kanuk (2007), attitude is a tendency to behave in a consistent
manner by stating whether the object considered as good or not. Attitude conceptualized as anevaluation
summary of the object: product, product category, brand, service, possession, use of products, cases or issues,
people, advertisement, internet site, price, medium, or retailers. Attitudes related to the purchase behavior is
formed based on direct experience towardsthe product, WOM information, marketing through the media,
internet and various other forms of direct marketing such as catalog retailers. Attitudes are relatively consistent
with the behavior, but it is not permanent. Changing attitudes influenced by the situation.
There are several models that describe the attitude, they are the three components of attitude model and
multi-attribute attitude model. The three components of attitude modelconsists of three components, they are
cognitive, affective and conative components. Cognitive component is knowledge and perception derived from a
combination of direct experience and relevant information from various sources. Affective component associated
with emotions or feelings toward the product or brand. Conative component is the tendency of individuals to act
or behave.
b. MICE Tourism
Meeting, Incentive, Convention and Exhibition (MICE) are classified into the tourism industry. In
Bahasa Indonesia, MICE Tourism is defined as Convention Tourism (Pendit, 1999). Explanation of the Law of
the Republic of Indonesia Number 10 Year 2009 concerning tourism chapter 14 h, "the organization of business
meetings, incentive travel, conferences, and exhibitions" is a business that provides services for a group of
people gathering, organizing trips for employees and business partners as their rewardsand achievements, as well
as organizing exhibitions in order to spread the information and promotion of nationwide, regional, and
international goods and services.
According to Kesrul (2004), the characteristics of MICE tourism industry is the quite large number of
participants or MICE tourists, the status level of the participants is middle class to the upper (Businessman),
larger expenses, either the participants or organizers, create potential opportunities and new jobs that need many
human resource and can be an effective media campaign if it is organized nationally or internationally.
c. Behavioral Intention
Intention to behave (behavioral intention) comes from Theoryof Reasoned Action (TRA)and Theoryof
Planned Behavior (TPB) that tell that the actual behaviorcan be predicted from intentionwhich is directly related
to the behavior (Ajzen and Fishbein 1975 inAjzen, 1991). TRA and TPB are the theories that explain the
relationship between attitudes and behavior. It was done because of the difficulty of measuring the actual
behavior. Intention is assumed as the immediate antecedent of behavior or behavioral intention is the immediate
antecedent of actual behavior.
Behavioral intention is the attitude interaction, subjective norm and perceived behavioral control (their
own desired), come from beliefs, knowledge or previous information, which is used to measure the actual
behavior of the consumers. Actual behavior of MICE tourists in this research will be assessed through their
behavioral intentions. According to Zeithaml et al. (1996), measuring the behavior intentions of loyalty, telling
about positive things, giving recommendations to other people, repeat purchasing, buying more and buying at a
premium price. Opperman (2000) uses the intention to return of the destination to examine the value of previous
experience in order to predict upcoming destination choices.
d. Satisfaction
The definition of satisfaction lies in the affective and cognitive aspects of satisfaction. Some researchers
expressed satisfaction as a cognitive construct. Satisfaction as a response to perceived consumer evaluations on
the difference between the expectations and actual performance of the product after consumption. There is also
the statementof satisfaction as an affective/emotional constructs. Satisfaction/dissatisfaction of consumers is
emotional feeling to response the confirmation/disconfirmation. Satisfaction as a combination of cognitive and
affective dimensions. Consumer satisfaction is a function of affective and cognitive responses in which
experience can operate through affective attributes to influence satisfaction indirectly.
Consumer satisfaction is buyer estimation based on the purchase of products and experiences.
Satisfaction is needed to determine the behavioral intention with regard to the next arrival or interest to give the
recommendation of conference to others. Kuo, Chen and Lin (2010) in the International conference explores the
relationship between hotel maid and consumers’ satisfaction attributes.
3. European Journal of Business and Management www.iiste.org
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Vol.6, No.25, 2014
104
e. Destination Image
Destination image significantly affects the decision making of the participants association to attend the
conventions (Oppermann and Chon, 1997; Zhang et al., 2006; Yoo and Chon, 2010; Mair and Thompson, 2009).
In MICE tourism, conference participants also become leisure touristswho enjoythe destination. When
participating MICE conventions,the tourists will be offered a series of tourist activity (leisure) which is included
into convention program. The trip can be arranged before or after the convention activities (pre/post conference
tour). Sometimes,convention participants invites their spouses, business partners or their families in that tripto
spend a lot of time for recreation. Convention participants often extend vacation time to destination to make a
tour before or after the conference. In incentive travel, travel (leisure) is given as a rewar for the
achievements/performance. Thus, the destination image is very influential in MICE tourism.
f. Convention Value
The value definition of the utility theory describes that the individual assesses the value based on the
difference between the utility provided by the product or service attributes and disutility as reflected by the price.
Value is the consumer assessment on product utility based on the perception of received and given. Dodds et al.
(1991) states that consumer determines the value by comparing the quality and benefits. The quality can increase
the value, while using money (price, cost) and non-money (time, effort, and finding) can decrease the value.
Consumer who getsgood quality and benefits than their sacrifices, they will have the high scores. Day (1990)
describes the value of the consumer as the difference between the benefits received and the consumer costs.
Woodruff (1997) states that the value as the result of positive consequences consideration (benefits) and negative
consequences (sacrifice or cost). Zeithaml (1988) identified four unique definitions of customer value that
consist of a low price, any desired of the product, the quality obtained from the price paid and what is obtained
from what is given.
g. Novelty Seeking
Consumer satisfaction is an important antecedent factor in loyalty and switching intent, but there are
consumers who switch despite increased satisfaction (Jung and Yoon, 2011). The cause of switching behavior on
the product is different from the cause of the service switching (Keaveney, 1995). The cause of switching on the
service is the deal price or variety seeking. The research about switching behavior can be explained by the
variety-seeking theory (McAlister, 1982). In the tourism context, variety seeking is replaced with novelty
seeking which has important relationship with tourist destinations (Jang and Feng, 2007). Variety and novelty
seeking based on the concept of consumers seek optimal levels of stimulation in determining choice behavior
(Hebb and Thompson, 1954).
Novelty is defined as the ratio between the perceived levelsnow and the previous ones, making the
opposite of familiarity (Pearson, 1970). Faison (1977) defines a novel travel as a trip that has new characteristics
and unfamiliar experiences is different from previous life experiences. The tourist who has a high level of
novelty seeking will rarely return to a previously visited destination, while the tourist who has a high level of
familiarity (low novelty level) will often return to the same destination.
h. Hypotheses
H1: Destination images affects behavioral intentions.
H2: Destination image affects Behavioral Intentions which is mediated by Satisfaction
H3: Convention Value affects Behavioral Intentions
H4: Convention Value affects Behavioral Intentions which is mediated by Satisfaction
H5: Satisfaction affects Behavioral Intentions
H6: Novelty Seeking weaken the effect of Satisfaction on Behavioral Intentions
3. Subject and Methods
This research is considered as explanatory research since it is intended to explain the position of the
variables and the relationship between the variables and other ones. Badung, Bali was chosen as the location of
the research, destination host or the venue for the International Association convention. Bali set by the
government as one of the flagship MICE destinations. This research was conducted in the period of February to
March 2013.
The population was all foreign tourists who attended International convention/meeting held in Bali. The
number of samples in this research is 100, set by accidental sampling technique. The primary data obtained from
respondents’interviews and questionnaires, with 5-point Likert scale that is positive from 1 (high disagreement)
to the number 5 (High Agreement). Validity and reliability of the questionnaire test is valid and reliable. The
data were analyzed by applying Generalized Structured Component Analysis (GSCA).
4. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.6, No.25, 2014
105
4. The Result of Research
Based on GSCA output results, evaluation of goodness-of-fit of structural model and the overall model
on this research can be described that FIT shows the total variance of all variables that can be explained by the
model. FIT values obtained by 0509, it means that the model is able to explain all the variables created there by
50.9 percent. The diversity of Destination Image variables, Satisfaction, and Behavioral Intention can be
explained by the model at 50.9 percent, it can be concluded that the model has good accuracy in this research.
Figure 1
Path Diagram Involving Mediation Variable, Moderation and Interaction
Destination Image
(X1)
Satisfaction
(Y1)
Convention Value
(X2)
Behavioral Intention
(Y2)
Novelty Seeking
(X3)
Interaksi
Satisfaction dgn
Novelty Seeking
0.2 76* (c1)
0.2 04* (a1)
0 .501* (b3)
0.510*
0 .566* (c2)
0.3 00* (a2)
-0.039 (b4)
(d1) (d2)
Figure 2
Path Diagram without Involving Mediation Variable, Moderation and Interaction
Destination Image
(X1)
Convention Value
(X2)
Behavioral Intention
(Y2)
Novelty Seeking
(X3)
Interaksi
Satisfaction dgn
Novelty Seeking
0.257* ( b1)
0.430*
0.316* (b2)
0.151
Destination Image directlyinfluences on significant positive towards behavioral intention or better
image of a destination, it is able to increase the interest of tourists to return or recommend (as Hypothesis 1).
Based on the model of Figure 1 and Figure 2, it can be seen that the path coefficient value (c1) and (d1) are
significant (a1) is also significant, where the coefficient of (a1) is smaller than (b1). Thus, Satisfaction can be
called as partially mediating variables (partial mediation). It means that Destination image influences directly
and indirectly to behavioral intention. Thus, hypothesis empirically states that Destination image gives effects on
behavioral intention mediated by Satisfaction acceptable. Path coefficient value (c2) and (d2) are significant and
(a2) is also significant, where the coefficient of (a2) is smaller than (b2), Satisfaction can be called as mediating
variable part (partial mediation). It means that, the Convention value affects directly and indirectly to behavioral
intention. Thus empirically, the hypothesis states that Convention Value affects on behavioral intention and to be
mediated by Satisfaction acceptable. The results of the testing moderation as shown in Figure 1, it can be seen
that the path coefficient value(b3) is significant and (b4) is not significant, it can be identified that Novelty
Seeking is the predictor variable. It means that the variable Novelty Seeking role as predictor variables in the
model relationship is formed. Novelty Seeking direct effect on behavioral intention.
5. Discussion
Empirically, quality accommodation, quality services and quality restaurant identified as strong
indicators to make up the Destination Image, so they become important elements in creatinggood image of a
5. European Journal of Business and Management www.iiste.org
ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol.6, No.25, 2014
MICE tourist destination. The result of the analysis was made based on the respondent’s statements, the
respondentsare comfortable with the quality of accommodation, quality of service, and the quality of the
restaurant where MICE events held. The quality of accommodation, service, and the best restaurant acquired
MICE touristsare able to give a sense of comfort and safety for them. It gives the impacts to the tourists, they are
in a good atmosphere so they can focus to followthe convention and give a positive impression of MICE tourism
destinations. These empirical situations encourage the role of Destination Image directly effects on Behavioral
Intentions. The result of this study supports the basic theory, Oppermantheory related to the destination image.
Destination image will give the effects to the tourists to return to the destination and recommend positive
intentions that become an important information for potential buyers, in this case potential tourist is the one who
have never visited the destination. In organizing a MICE event, all stakeholders should help to achieve a positive
image for MICE tourists to come back to the destination or to give a positive recommendation for other potential
tourists.
Destination Image positively and significantly influenced directly and indirectly to Behavioral
Intentions. Thus, the better the image of a place, the more satisfied tourist will. The analysis showsthat the
destination image needs to be maintained. Empirical evidence shows that accommodation quality indicator is the
most influentialwith the highest weighting factorindicator on Destination Image. However, shopping facilities
and night entertainment should also be considered since it obtained an average value of less than four.
Empirically, Satisfaction consists of three indicators, including overall satisfied, as a whole happy, and believe
did the right thing. As a whole happy indicator identified as the strongest one with the highest weighting factors
influencing Satisfaction. Say positive thingsindicator on Behavioral Intentions variable empirically proven as the
most influential one on Behavioral Intentions with the highest weighting factor. This research analyzes
integrated variables Destination Image, Satisfaction with Behavioral Intention, and prove that the Satisfaction
variable is mediating variables. These finding reveals that Destination Image effects on behavioral intention
mediated by Satisfaction. It means that Satisfaction is significantly influenced by Destination Image and
Satisfaction significantly affect behavioral intention. Positive image of a destination can create satisfaction for
MICE tourists, soit encouraging their intention to return to the destination and the intention to give a positive
recommendation.
The results of the researchanalyzes that the influence ofConvention Value towards Behavioral
Intentions gained frompositive and significant coefficient path values. If the MICE touristsget the benefits from
the events followed, would push their intention to return and give a positive recommendation. However, in this
research, the perceived convention value of MICE tourists after the eventis not good enough so it needs to be
improved. The finding become the subject of evaluation for the organizers of MICE events (event organizers and
associations) to improve the quality of the event or the program in order to give benefits for MICE participants
after attending a convention. Empirically, well organize, reasonable priced, and feel better identified as the
strong indicators that affect Convention Value, so they are considered as important elements in creating value or
benefit of the convention event. In order to create a good conventionvalue, MICE event organizers need to
organize properly in accordance with planned programs. In this research, respondents do not feel better after
attending the conventions, conventions price is expensive, and it was not well organized. Thus, it affects the
intention of the tourists to come back and recommend (low intention). Increasing competition in organizing
international events, local event organizers are required to be creative in developing programs with competitive
rates.
Positive and significant coefficient path values is gained from the effect of Convention Value towards
Behavioral Intentions mediated by Satisfaction. Satisfaction is identified as a partial mediation. Empirically, the
Convention Value variable is considered not good enough so it needs to be improved. The results of the analysis
in accordance with the respondents’ statements. They states that the event has not been good organized, the price
is expensive,and the respondents do not feel better after attending the convention. Convention value which is not
good causes MICE tourists do not feel maximum satisfaction, although the perceived image of the destination is
good. This situation impacts on MICE tourists’ intention to return and recommend positively (low intention).
MICE tourist satisfaction is influenced by two products had enjoyed, they are destination (Destination Image)
and conventions (Convention Value). Compared to the total effects of Destination Image and Convention Value
direct influence towards the behavioral intention or mediated by satisfaction, the Convention Value stronger
influences on Behavioral Intention directly or through satisfaction. MICE tourists have business background,
which is more concerned with the value of the convention rather than enjoying the tourist destination. Thus,
increasing MICE tourists behave intention to revisit or recommend the destination, is determined by the
satisfaction of MICE tourists towards the convention value.
Positive and significant coefficient path values is gained from the results of Satisfaction path analysis
towards Behavioral Intentions. Empirically, Satisfaction consists of three indicators include overall satisfied,
happy as a whole, and believe did the right thing. As a whole happy indicatoridentified as the strongest indicator
with the highest weighting factors that is able to influence Satisfaction This research empirically shows that the
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tourists has not felt the maximum satisfaction yet.
These findingsbroaden and develop the study of Martinez et al. (2010), entitled "Factors Influencing
repeat visits to a destination: The Influence of Group Composition" about tourists who visitsMallorca island,
Spain for a vacation. Satisfaction most strongly affect the decision to come back compared to previous
experiencevariable, while tourists’ image towards the destination image is the weakest effect to the intention of
revisit the destination. This research also widen the research belongs toSevert et al. (2007), which explains that
Satisfaction significantly affects on Behavioral Intentions.
Novelty seeking as the predictor in this research was found significantly in positive way.It means that,
the tourists who have high intentions/desire to get new and different experiences of tourism destination (High
level of Novelty seeking) tend to repeat their visitation and give positive recommendation to others. This
condition caused by the time influence, the tourists will revisit the same destination in longer period of time.
The theory about Novelty Seeking states that high novelty seeking is able to weaken the effects of
Satisfaction towards Behavioral Intentions is not prevailed in this research.The main cause of this condition is
the respondents’ perception of time period.The effects of Novelty seeking towards the behavioral intentions is
purposed in positive way since the intentions of repeat visitation to the same destination perceived in long period
of time.
The second case of it is the cost of MICE tourists was gotten from organization or sponsor. Although
the level of tourists novelty seeking is high, they will have the intention to come back to the same destination
(Bali) since their cost is came from the sponsor. The sponsor cost causes the MICE tourist intention to visit the
same destination.
The third cause is MICE tourists do not have any enough time to enjoy the unique of the destination
(Bali) since the time is limited by other convention program.Thus, MICE tourists still have the intention to
revisit the destination because they want to enjoy and explore the destination unique (Bali).Bali as the MICE
destination is considered has the different and unique destination and able to fulfill the novelty seeking level of
MICE tourists to revisit the destination and recommend it.
6. Conclusion
Based on the hypothesis test, the discussion and the result of this research, can be concluded that
positive image of the destination is able to increase MICE tourists behavioral intentions to revisit and give
positive recommendation directly or indirectly through their satisfaction as the mediation variable. Destination
image is determined by accommodation, service and restaurant qualities. They improve the tourists’ intentions to
revisit and give positive recommendations to other people. A good Convention Value also increase Behavioral
Intentions of the tourist to revisit and recommend the positive things about the destination directly or not which
is mediated by Satisfaction. In order to create Satisfaction, MICE tourists Convention Value should be good
although the destination image has been already good. MICE tourists more concern on convention value than
destination image. Novelty Seeking has not been the moderation but it roles as predictor variable which directly
affects towards Behavioral Intentions. The tourists who have high novelty seeking tend to have the intentions to
revisit the same destination in longer period of time after current visitation. The cost source, the time limitation
to enjoy the destination and the destination ability to fulfill the MICE tourists’ novelty seeking level also affect
their behavioral intentions to revisit the destination and give positive recommendation about it to others.
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