Inform What Really Matters

Abstract

The aim of this study was to determine the information mix that is really needed by potential tourists before they travel to Europe and other Mediteranian region. The scope of this research was on pre-visit behavior conducted by tourist based on information they had. This study used two research approaches. A qualitative approach was done by conducting focus group discussions involving 75 informants from five major cities in Indonesia to determine the composition of the information mix that are important to potential tourists. Quantitative Approach done by distributing questionnaires to 270 respondents from five major cities in Indonesia to confirm the information mix and research models developed based on the results of focus group discussions. Data processing using structure equation modeling found that place information mix has an influence on place perception but had no effect on place connectiveness. Place perception also found to affect place connectiveness, intention to visit, and pre-visit action. It was also found that the pre-visit action was affected by place connectiveness and intention to visit. Based on the expected results, the tourist destination authority can arrange more targeted, efficient and effective marketing strategy. The right strategy will help create a competitive advantage in a tourist destination in the competition to win the hearts of potential tourists to visit.

DOI: 10.5901/mjss.2015.v6n5s5p58