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The Role of Motivation in Mediating Effect of Expectation to Attitude

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The Role of Motivation in Mediating Effect of Expectation to Attitude Desy Gistya Anugerah, Noermijati THE ROLE OF MOTIVATION IN MEDIATING EFFECT OF EXPECTATION TO ATTITUDE Desy Gistya Anugerah JAM Noermijati 16, 3 Faculty of Economics and Business Universitas Brawijaya Received, October 2017 Revised, December 2017 June 2018 Accepted, August 2018 Abstract: This study aims at finding out the relationship between expectation and motiva- tion on tourist attitude towards tourism destination. The expectation and motivation are expected to affect visitor’s satisfaction, happiness, enjoyment, worthiness, and attractive- ness. This research used primary data collected using a survey technique from the Museum Angkut visitor. The collected data were processed using path analysis. The findings of this study show that expectation and motivation have a significant influence on the visitor Attitude towards Museum Angkut. Moreover, the result also shows another role of motiva- tion in the relationship between expectation and attitude. Thus, to maintain tourist attitudes towards the tourism destination, motivation and expectation should be considered as one of the critical elements. Further research should explore more about the three variables are taken. Keywords: Expectation, Motivation, Attitude, Tourist Behavior, Museum Angkut. Tourism is a form of tourism tions that regulate tourism products. activities that serve the pub- Tourism has grown substantially in the past sev- lic and businesses and facili- eral years and increased the attention of the re- ties. Tourism is divided into searchers who take it as a research object. Tour- three components which are ism is seen as an interesting activity by most of the tourists, geographic ele- young people nowadays. Based on the World Fact ments, and the tourism indus- Book 2016 on the Central Intelligence Agency, a try. Rating is the most impor- website posted, it is said that Indonesia owned tant element in tourism, as 42.35% of the population aged 25 to 54 and 17.03% Journal of Applied some have said that tourism aged 15 to 24 so more than half of the population Management (JAM) Volume 16 Number 3, is one of the human experi- are in the productive age. In the productive age, September 2018 ences that is enjoyed, re- many factors can influence the decision to buy or Indexed in Google Scholar membered, and anticipated. choose a tourism destination. Tourism is also one of Geography elements include the sources of state income which becomes a very market or region to encour- important aspect in the present. Concerning the age interest for sightseeing, decline in a world of trade, it also affects Indonesia Correspondention Author: destination and transit areas characterized by a decline in exports of the coun- Desy Gistya Anugerah, Faculty of Economics and Business of a route/journey. The third try. Thus, it is expected that the tourism sector can Universitas Brawijaya,Email: [email protected] element is the tourism indus- gain foreign exchange as a dependable source of DOI: http://dx.doi.org/ try concerning the business income at this time. In July 2015, Indonesia, which 10.21776/ub.jam.2018. 016.03.05 or businesses and organiza- relies on export earnings export sales experienced 412 JOURNAL OF APPLIED MANAGEMENT 412VOLUME 16 NUMBER 3 SEPTEMBER 2018 The Role of Motivation in Mediating Effect of Expectation to Attitude a decrease by 15,53% or USD 11.41 billion com- were purposed to help the object of the study to pared to the previous month. Meanwhile, Minister segmenting markets, designing promotional pro- Arief Yahya explained that the government plans to grams, and the decision making about destination make the tourism sector as the mainstay of foreign development. The role of motivation that could drive exchange. In addition, he ascertained that Indone- the someone to do an action and leads them to the sian tourism is very potentials or advantageous in final evaluation will help in determining the attitude terms of destinations and prices. As explained on of the customer. Meanwhile, an expectation that the ministry website, Indonesia tourism industry has created by the first estimation that customer has grown 7,2 percent per year which is bigger than the from many sources such as media could help to average world growth of the tourism industry which determine the attitude of the visitor after visiting the only 4,7 percent per year. object and help the company manage their strategy. Based on consumer interest, tourist attractions Present studies discuss a similar topic from the divided into three types which are Nature, Culture, previous studies. This research focuses on finding and Specific Interest such as Religious, Culinary, out the correlation between expectation, motivation, Shopping, Ecological, Cave and Agro. Indonesia as and attitude towards a tourist destination, Museum an archipelago country which has a potential in de- Angkut, in Batu City. Path analysis was carried out veloping nature tourism sector as this country con- to analyze the correlation and influence between sists of many islands that have distinctive feature expectation and attitude, motivation and attitude, and and culture for each. In the other side, cultures and another role by motivation on the relationship be- historical also become distinctive advantage which tween expectation and attitude. Based on the de- accelerate the development of tourism process. scription This study aims at finding out the relation- From the potential that Indonesia has, Indonesian ship between expectation and motivation on tourist owned more than 1000 destination including Nature attitude towards tourism destination. and Artificial Amusement. The domestic tourist in- terested in artificial amusement, especially in Batu THEORETICAL REVIEW City. This city was developed as a tourist city which Marketing has so many artificial amusement destinations. Batu is one of the cities in Java island, located Marketing Management is the art and science in the province of East Java flanked by many moun- in choosing a target market and delivering value to tains, which areArjuno, Panderman, Bromo, Semeru, the customers (Kotler and Keller, 2012), and the mountains and many others. The convenient loca- concept of marketing is to determine the customer tion makes this city has a great potential in the de- wants and need and design products or services to velopment of the tourism industry, especially for meet not only needs and wants of the customers young people as the main target. This city is near to but also the company goals at the same time (Reid Malang city that said as a student city. Malang and and Bojanic, 2010). Another definition of marketing Batu have more than 50 universities and colleges, in Kotler and Keller (2012), is a set of activities to one of which is one of the best universities in Indo- create and delivering customers wants and need and nesia, namely Universitas Brawijaya. The students managing the relationship of customers through many that come from another place in Indonesia could be ways that benefit both customers and organization the best target for a visitor by the tourist industry or company. Meanwhile, North American Market- company. ing Association defined marketing as “A combina- In this study expectation and motivation were tion of management tasks and decisions aimed at used to determine the attitude of the visitor as those meeting opportunities and threats in a dynamic en- variables were often used by another researcher to vironment in such a way that its market offerings be analyzed. Most of the previously studied that iden- lead to the satisfaction of consumer’s needs and tify the attitude using expectation and motivation wants in order to achieve the objectives of the en- DIKTI ACCREDITED SK NO. 36a/E/KPT/2016 ISSN: 1693-5241 413 Desy Gistya Anugerah, Noermijati terprise, the consumer and society” (Keller, 2002in Gray’s mentioned, there only two travel-moti- Kotler and Keller, 2012). vation theory, one is “Wonderlust” which means that By following the development of marketing the desire to go to an unknown place. Two is definition during the last decades, it reveals two “Sunlust”, described as a trip to a place which pro- patterns there is an expansion of the application of vides facilities that they don’t have in their place. marketing in a non-profit and non-business institu- Some of the motives which determine their travel tion and the development of responsibilities of mar- choices are recreation, pleasure, new experiences, keting beyond individual firm to include the society cultural interest, shopping (Hsu, et al., 2010). development (Burnet, 2008). Thus, American Mar- keting Association on Burnet (2008), book defined Attitude marketing as “The process of planning and execut- Attitude is one of the elements to understand ing the conception. Pricing, promotion, and distribu- the tourist motivation and behavior. Attitude can be tion of ideas, goods, and services to create ex- described as positive or negative evaluations of an changes that satisfy individual (customer) and or- object, events, activities, or ideas. Individuals atti- ganizational objectives” (Burnet, 2008). tude towards something can be positive or negative depending on three components, which are cogni- Expectation tive, effective, and behavioral. Cognitive refers to a Expectations arise since the first moment a tour- person’s own belief, effectively refers to a person’s ist starts thinking of his/her first holiday, and those own feeling towards something, and behavioral re- expectations are based on images
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