Antecedents of revisited intention : Evidence from Indonesia zoo tourism

Antecedentes de intención revisada: evidencia del turismo del zoológico de Indonesia

Tourism is a key driver highly dinamic socio-economic growth Najda-Janoszka and Kopera (2014). Zoo as a product of tourism industry increases the economic growth. Zoo visitors has significance contribution to amount of tourism industry development. Creating zoo as a favorite destination makes this research note worthy.

Zoo as one of favorite destinations generates empowering society environment and has multiple effect on the economy. Other businesses will grow around the zoo environment. Revisit intention becomes a fundamental aspect in depeloving economic sphere. Strategic development tourism is about linking different markets to different tourist products (Korunovski & Marinoski, 2012).

Service quality and destination image are the first pivotal points to understand tourist satisfaction then to create repeat visitation Hui, Wan, and Cheng (2010). Service quality and image are the prime factors to built satisfaction (Peranginangin, 2009).This study was composed to prove; a) the effect of service quality on tourist satisfaction; b) the effect of service quality on revisited intention; c) the effect of zoo image on tourist satisfaction; d) the effect of zoo image on revisited intention; and e) the effect of tourist satisfaction on revisited intention. This research is divided into 5 sections, the first is the introduction, then the second part is the literature review, the third part is the research methodology, the fourth part is the research methodology, and the last part is the conclusion and the research implications

Destination generating by five components are infrastucture, empowering public service, destination image, environment, and the perfect system among the destination(Ting, Ru-liang, & Xiao-juan, 2011). Service quality and destination image become pivotal to strengthen tourist satisfaction and revisited intention to the destination. The favorable destination depends on tourist revisited intention ti raise their expenditure.

A study (Byon & Zhang, 2010) explains that image destination as measurement sticks to determine visitors satisfaction. Destination image in order to predicted tourist revisit intention, and recommended to others. Therefore, destination image affects the tourists revisit intention significantly.

Service quality and destination image are two important variables to build visitors satisfaction to the destination. Tourists satisfaction will affect to revisited. Another study (Guntoro & Hui, 2013) concludes that satisfaction to price competitiveness, quality, variety, and better service in order to increase tourist satisfaction. Tourists satisfaction is an affecting factor to repeat visitation to the destination.

Tourist satisfaction and revisited intention relationship

Kim, Kim, and Taylor (2010) explain revisit intention to the destination measurement by visitors satisfaction. (Quintal & Polczynski, 2010) [Quintal and Polczynski (2010)] also describe that good governance of destination will cause an increase in visitors satisfaction and, in turn, will affect the revisit intention. The effect of competition on visitors satisfaction will result in loyalty to the destination (Taplin, 2013).

Raza, Siddiquei, Awan, and Bukhari (2012) discover that visitors satisfaction have positive relationship to tourists revisited intention. The similar study (Supitchayangkool, 2012) found that visitors satisfaction have positive relationship to revisited intention. Furthermore, tourist satisfaction as a significant trigger of revisited intention (Marinkovic, Senic, Ivkov, Dimitrovski, & Bjelic, 2014)

Therefore, the study proposed the hypothesis:

1. H5: The higher degree of tourist satisfaction, the higher degree of revisited intention

Figure 1
The Proposed Model

This study was conducted on zoo visitors in a Special Province of Jogjakarta, Indonesia. Where this area is the second largest international tourist destination in Indonesia after Bali. Zoo visitors who become the target of research are local tourists and foreign tourists. This research is very interesting because there are 68 zoos in Indonesia and more than 50 million per year zoo visitors in Indonesia.

This research applies the structural equations of modelling, in SEM sample size depends on the complexity of a research model. The number of sample participants required is five times the number of observed parameters, the number of parameters in this study amounted to 33, so that the minimum participants to be surveyed by 165 respondents, (Bentler & Chou, 1987). The research model using the construct ≤ 5 minimum sample size required is 100 respondents, ( Joseph F Hair, Black, Babin, & Anderson, 2014).

This research methodelogy examined structured equation modeling with partial least squares (Kock, 2011), ( J.F Hair, Ringle, & Sarstedt, 2013). The correlation between five hyphotheses measured five variables correlation measured using fourten indicators. Questionnaires were disseminated to 200 respondents who just came out of the zoo. There were 166 questionnaires or 83% of the total, that could be processed figuring the population. The data collected structured equation modeling conditions, Tabachnick and Fidell (2007) and Joseph F. Hair, Black, Babin, and Anderson (2010). These questionnaires consisted of opened and closed questions. Closed questionnaire 1-10 scale abridge to respondents answering. The opened questions were used for completing uncovered answer of closed questions.

All of the variables were tested using WarpPLS, the hypotesized model fit, as evidenced shown below:

Table 1 shows that P values of Average Path Coefficient (APC) and Average R-Squared (ARS) < 0.05, so that Average Variance Inflation Factor (AVIF) result 2.154, good if < 5.

Table 1
Model Fit Indices and P Values

Table 2 shows result of standard error for part coefficients Service Quality (SQ) to Tourist Satisfaction (TS) 0.101, Zoo Image (ZI) to Tourist satisfaction (TS) 0.097, Service Quality to Revisit Intention (RI) 0.104, Zoo Image (ZI) to Revisit intention 0.089, and Tourist Satisfaction to Revisi Intention 0.101.

Table 2
Standard Errors for path coefficients

Table 3 shows the result of effect sizes for path coefficients, score for Service Quality (SQ) to Tourist Satisfaction (TS) 0.104, Zoo Image (ZI) to Tourist satisfaction (TS) 0.571, Service Quality (SQ) to Revisit Intention (RI) 0.05, Zoo Image (ZI) to Revisit intention (RI) 0.177, and Tourist Satisfaction to Revisi Intention 0.361.

Table 3
Effect sizes for path coefficients

Table 4 shows scores of correlation among indicators described good correlationamong indicators with diagonal scores 1.

Table 4
Correlation Among Indicators

Table 5 describes all variables significantly affected above 50%. R-squared for tourist satisfaction 67,5% and Revisit Intention 58,9% it means that all variables were standadized.

Table 5
Latent Variables Coefficients

Table 6 shows diagonal scores above 0.7 (0.706, 0.816, 0.877, and 0.916). It meant that there were no difficulties to respondent answering the quationaires. All questionaires possessed good quality.

Table 6
Latent Variables Correlation

Note: Average Variances Extracted shown on diagonal

Table 7 shows all variables had P Value < 0.001. It meant that all variables were reliable to this research.

Table 7
P Value for Correlations

Figure 2 shows the result of proposed model revisit intention with mediating tourist satisfaction. The correlation of service quality to tourist satisfaction of 0.17 was significant. It meant that hypothesis 1 was proved. Hypothesis 2 the higher degree of service quality, the higher degree of revisit intention was significant at 0.09. The correlation of zoo image to tourist satisfaction was strongly significant. Therefore, Hypothesis 3 was proved. Hypothesis 4, the higher degree of zoo image, the higher degree of revisited intention proved at 0.26. Hypothesis 5, strength relationship tourist satisfaction with revisited intention of 0.46. All hypotheses were proven significant to built revisited intention in zoo tourism.

Figure 2
The Result of Proposed Model

The correlation among all variables drew an inference that zoo image (0.7) had a stronger effect than service quality connection to tourist satisfaction. The revisited intention effect of zoo image (0.26) had a stronger effect than service quality 0.09. the tourist satisfaction have significant effect to the revisited intention. The wishes of a revisit intention can be directly influenced by the image of the zoo and the quality of service or through mediation of tourist satisfaction. According to the result, focusing in service quality improvement.

This research finding provides conceptual framework revisited intention.All of variables relationship have proven the same result as the previous studies on service quality, image, satisfaction and revisit intention. The proposed model tested empirically, the model shown that all variables is an ideal strategy to built zoo tourism competitiveness.

The result of this research contributes to marketing theory and managerial policy to enhanced zoo performance.Improving service quality, zoo image, and tourist satisfaction will makes all tourist more comportable to repeat their visitation. Managerial focusing on tourist satisfaction through service quality especially animal atrraction and supporting environment around zoo.

This study had the following limitations: firstly, this research only focused on zoo visitors without exlore the demograpic and social economic of the population; secondly, the respondents were only the visitors just come out from the zoo. This study requires future research to build a stronger model. The indicators and population of the research object must beenlarge, so the variables added to make the model more powerful. Only few studies had been performed about the zoo tourism. Therefore, this research is attractive to developed.