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 motivation on tourist attitude towards tourism destination. The expectation and motivation are expected to affect visitor’s satisfaction, happiness, enjoyment, worthiness, and attractiveness. 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 motivation 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 and information fers to a person’s behavioral towards something. he has already stored in his memory. Expectation Gnoth mentioned that attitude is included as one can be described as the first essence/estimation that of the critical topics of discussion in the develop- created by customers while receiving the service. ment of a model for tourist motivation and behavior Customer expectation is an effective element which (Hsu, et al., 2010). More specifically, Ragheb and means it is important to understand. They also men- Tate explored the psychodynamic functions of both tioned that information from advertisement and word the cognitive and affective dimensions of attitude in of mouth perception include forming the expecta- motivating individuals to behave (Hsu, et al., 2010). tion of the customer as a tourist. Akama and Keiti (2003) in Lather, et al.(2010), argue that basically, Expectation and Motivation people have an initial expectation of goods and ser- Hsu, et al. (2010), mentioned the relationship vices before they consume it. Expectations are al- between motivation and expectation in their re- ways changing as well as the awareness of the cus- search, it is said that motivation conceptualizes the tomers about the alternatives services. expectancy and valance. Motivation can also be influenced by deceiving the individual’s expectation Motivation cues and the incentive value of the consequences Nine motivations of leisure travelers were iden- that leads to his/her action. tified as seven Concerning illustration socio-psycho- logical or push motives and two as cultural or pull Expectation and Attitude motives. Those seven push motives were, escape This suggestion is adjusted to the contention from a perceived normal environment, exploration exhibited by Ajzen and Fishbein that an individual’s and evaluation of self, relaxation, prestige, regres- mentality set him or her to react through the per- sion, enhancement of kinship relationships, and fa- ceptual nature of selecting, sorting, and deciphering cilities of social interaction. The pull motives were background in accordance with desire. Ajzen in Hsu, novelty and education. et al.(2010), purposed expectancy-value model

414 JOURNAL OF APPLIED MANAGEMENT VOLUME 16 NUMBER 3 SEPTEMBER 2018 The Role of Motivation in Mediating Effect of Expectation to Attitude which recommended that a person’s general dispo- Dependent Variables sition toward an object can be controlled by the sub- Dependent variables refer to the primary inter- jective estimation of the object’s characteristics in est of the researcher. The goal of the researcher is cooperation with the quality of the relationship be- to understand the dependent variable. The depen- tween the object and the attributes. dent variable in this stud is Attitude (Y1).

Motivation and Attitude RESEARCH TEST INSTRUMENT A recent study by Lam and Hsu (2006) in Wong, Validity Test et al.(2013), about predicting traveler behavior and Validity is used to make sure that a research intention to choose destination mentioned that the study measures what it intends to measure. This belief of motivation is one of the effective dimen- study used the Pearson Correlation as the validity sions of attitude towards visiting destination. test. Pearson Correlation was founded by Karl Pearson. This type of test is used to find out the METHOD relation between few variables. There are three Type of Research assumptions used in Pearson Correlation, which are According to the research problems and ob- Linearity, Normality, and Heteroscedasticity. jectives, this research uses a quantitative approach Reliability Test which is included in exploratory research with sur- After the validity test, reliability is also impor- vey technique quantitative research uses numbers tant to do in research. Sekaran (2006), mentioned and statistical methods to measure phenomena and that reliability implies the extent to which it is free hypothesis which is done to replicate by other re- from bias or error and guarantee the consistent searchers (Thomas, 2011). measurement across the time and item in the study. Population and Sample This research used Coefficient alpha or Cronbach’s The population of this research is people who alpha method as the most common and widely used visit Musium Angkut. It is mentioned that larger measurement. The number .6 or less generally indi- than 30 and less than 500 are appropriate for most cates the unfavorable internal consistency reliabil- research. It is also stated that the population should ity. be ten times from the total variable as the minimum respondent. DATA ANALYSIS METHOD This study was using 12 items and indicators Based on the topic and variables used, this study that come from 3 indicators of motivation and nine used Path analysis to analyze the data. Path analy- items of expectation and attitude in the question- sis was developed first by Sewall Wright which re- naire which researcher decide to multiply 18 times fers to a statistical technique to analyze the rela- because of the unlimited population of Museum tionship between two variables or more (Olobatuyi, Angkut visitor, and its resulted 216 as the target re- 2006). The path is a diagram shows the indepen- spondent. dent, intermediate, and dependent variables. A single- headed arrow shows the cause for the independent, Independent Variables intermediate and dependent variable. A double- Charles (2014), mentioned in his book that In- headed arrow shows the covariance between the dependent variable is the variable that causes two variables. changes in independent variables. The independent variables used in this study are Expectation (X) and DETERMINANT COEFFICIENT (R2) Motivation (Z). According to Hair, et al. (2009), a coefficient of determination is used to analyze how much inde-

DIKTI ACCREDITED SK NO. 36a/E/KPT/2016 ISSN: 1693-5241 415 Desy Gistya Anugerah, Noermijati pendent variables are able to provide an explana- Multicollinearity Test tion of the dependent variable. The higher the value Multicollinearity is a test that is often encoun- of R2 means that the greater the explanatory power tered by a statistical phenomenon in which two or of the regression equation. more independent variables in the multiple regression model are highly correlated (Sekaran and CLASSICAL ASSUMPTION TEST Bougie, 2016). The common way to identify Linearity Test (Normality) multicollinearity is by determining the amount of This test refers to the shape of data distribution value inflation factor (VIF). for an individual metric and its correspondence to the normal distribution (Hair, et al., 2009). The func- Hypothesis Testing tion of normality test is to make sure that the data is In this research, the basic theory underlying the normally distributed to the population, and is also hypothesis testing is the probability score. used to compare the cumulative distribution of ac- tual data values with the cumulative distribution of RESULT a normal distribution (Hair, et al., 2009). Path Analysis Coefficient Result In the analysis path used is standardized Heteroscedasticity Test models. Based on the results of data processing using Heteroscedasticity refers to a condition where SPSS 16 software obtained a summary about both the dependent variable is unequal across the value regression 1 (expectation on motivation) and regres- of the independent variable (Hair, et al., 2009). It is sion 2 (expectation and Motivation on Attitude) as also used to test the occurrence of the difference described below: of variance of the observations with another obser- vation in the regression model (Ghozali, 2011). Expectation on Motivation plainedTable 1 byPath other Coefficient variables Test (which Summary is not Expectation examined in(X) to Motivation (Z)

Variabel Bstandardize thitung Signifikan Description Expectation (X) 0,772 17,879 0,000 Significant  = 0,050 r = 0,772 K coefficient significance (R2) = 0,595 F-count = 319,642

F-table (F1;216;0.05) = 3,884 Signifikansi F = 0.000 t-tabel (t217;0.05) = 1,652 Source: primary data, processed in 2017

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Expectation and Motivation on Attitude

Table 2 Path Coefficient Test Summary Expectation (X) and Motivation (Z) towards Attitude (Y)

Variable Bstandardize T count Significance Description expectation (X1) 0,644 10,819 0,000 Significant motivation (X2) 0,227 3,814 0,000 Significant  = 0,050 r = 0,832 determination i (R2) = 0,693 F-hitung = 242,16

F-tabel (F2;215;0.05) = 3,037 Significance F = 0,002 t-tabel (t217;0.05) = 1,652 Source: primary data, processed in 2017

Interpretation of Path The image above and previous explanation, From the two standardize regression equation, Goodness of Fit models was tested using the total the researcher obtained the result of path analysis of coefficient of determination. The total diversity as follows:

0,644

0,772 0,227 X Z Y

Figure 4.12 Coefficient of Line Test Results

2 of data can be explained by the model that is mea- P e1 = 1 to 0.597 = 0.403 2 sured by the formula below: P e2 = 1 to 0.693 = 0.307

R2m = 1 - P2e1 P2e2 .... P2ep So that the total coefficient of determination is as follows: Where 2 2 P e1 = 1 - R 1 2 2 2 R m = 1 - (0.403 x 0.307) = 0.876, or 87.6%. P e2 = 1 - R 2 R2m calculation results indicate the diversity of Wherein R21 is R square to equation 1 is equal data is equal to 87.6%, or in other words, only the to 0,597, R22 is square to the equation R 2 is equal information contained in the data of 87.6% can be to 0.693: explained by the model and the rest (12.4%) is ex-

DIKTI ACCREDITED SK NO. 36a/E/KPT/2016 ISSN: 1693-5241 417 Desy Gistya Anugerah, Noermijati the model).Overall, the model in this study is divided The following table presents the results of testing into three direct influence, and one indirect effect. direct influence in this study.

Table 3 Result of Direct Influence Hypothesis

Independent Variable Dependent Variable Path significance Information Expectation (X) Motivation (Z) 0,722 0,000 Significant Expectation (X) Attitude(Y) 0,644 0,000 Significant Motivation (Z) Attitude(Y) 0,227 0,000 Significant Source: primary data, processed in 2017

Testing result of path coefficients has indicated the hypothesis of the study. Furthermore, testing the that all direct influence in this study were proven indirect effect also performed by multiplying the di- significant. It can be seen through the significance rect effect on the expectation to motivation and probability value of 0.000 for each direct influence, motivation to attitude. The test results of indirect so we can say that the path analysis results support effect are described in the following table.

Table 4 Result of Indirect Influence Hypothesis

Indirect Influence Direct Influence coefficient Indirect Influence Coefficient T-Sobel Information X Z  Y X Z = 0,772* Z Y = 0,227* 0,175 3,705 Significant Source: primary data, processed in 2017

The indirect effect between expectation (X) the there are significant and positive influence between attitude (Y) through motivation (Z), was obtained expectation (X) on attitude (Y) through motivation from the multiple of direct influence of expectation (Z), which if the expectation (X) of Museum Angkut (X) on motivation (Z) and the direct influence of visitors increases, so does the motivation (Z) the motivation (Z) the attitude (Y), so that the indirect attitude (Y) of visitors. Thus, the expectation (X) influence of 0.772 x 0.227 = 0.175. Testing the ef- has a direct and indirect significant effect on atti- fect was done indirectly using Sobel amounted to tude (Y). Thus, the total influence of expectation 3,705 which is greater than the value of t-Tabel that (X) towards attitude (Y) is equal to 0.897 which is is equal to 1,652. It can be concluded that H1 is the result from of the direct + indirect effects of accepted and H0 is rejected and it is declared that expectation (X) towards attitude (Y).

Table 5 The Result of Total Influence

Independent Variable Direct Influence Indirect Influence through Motivation (X) Total Influence expectation (X ) 1 0,664 0,175 0,839 towards attitude (Y) Source: primary data, processed in 2017

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Based on Figure 4.21 it can be seen the total come of the destination whether it is enjoyable, pleas- effect of independent variables on the dependent ant, worthwhile, satisfying, and fascinating. variable. The net effect is greater than the direct From the respondents’ answer, the expectation influence of expectation (X) on attitude (Y). It indi- that visitor has before visiting museum angkut were cates the presence of motivation (Z) will be able to corresponding and resulted that Museum Angkut increase the influence of expectation (X) on atti- was a satisfying, pleasant, enjoyable, worthwhile and tude (Y). fascinating place, which can be concluded that this destination meets or exceeds the expectation of visi- DISCUSSION tors. The attitude of visitors describes that museum Influence of Expectation (X) on tourist Moti- angkut already provide well as what consumer ex- vation (Z) pected in consuming the value of the price. It is believed that expectation could displace the objects According to the result of this study, expecta- evaluation, the good expectation over museum tion shown to have a direct effect on motivation. It angkut that visitor has in mind were good for over- indicates that the expectation of tourist also affected all after they visited museum angku and enjoyed all by their motivation to travel. A similar result was the services provided, it placed museum angkut as found by Hsu, et al. (2010), in this research motiva- satisfied, pleasant, enjoyable, worthwhile, and fas- tion was divided into knowledge, relaxation, and cinating tourist object in Batu City. Respondent or novelty. Hsu,et al. (2010), found that not all the indi- visitor agreed that they learned new experiences at cators could be affected by expectation, they found museum angkut including culture, technology and that novelty is the strongest one and followed by any entertainment provided by museum angkut. relaxation and shopping. It means that previous re- Respondent also thinks that museum angkut has search found that this hypothesis was partially sup- beautiful scenery over the place. ported. The present research did not analyze further Influence of Motivation (Z) on Tourist Atti- information to divide it into some indicators, it was tude (Y) only proven that expectation has a significant effect on motivation. Museum Angkut visitor expec- The result of this study reveals that motivation tation creates some motivation for the individuals to has a significant influence on tourist attitude towards dig more information about museum angkut. From Museum Angkut. The same result was found by four expectations that visitor has before visiting Hsu, et al. (2010), Wong, et al. (2013), and Huang museum angkut, it turns out to be three types of the and Hsu (2009). Hsu, et al. (2010), found that mo- predisposition of subjective evaluation Knowledge, tivation was partially accepted to affect the attitude Novelty, and Relaxation- over visit museum angkut. of tourist towards the destination object which some indicators do not affect the attitude of tourist be- Influence of Expectation (X) on Tourist Atti- havior. Wong, et al. (2013),found the same result as tude (Y) Hsu, et al. (2010). The present study does not find out further information. The indicators that the re- Based on the result of this study, the researcher searcher made was not analyzed specifically to find found that Expectation (X) has a significant influ- out which indicators affect the tourist attitude the ence on tourist Attitude (Y). The present study in- most. Huang andHsu and (2009), on their research dicates that expectation of Museum Angkut visitors of Formation of tourist behavioral intention and ac- makes them evaluate the object, whether Museum tual behavior were found that motivation fully sup- Angkut is satisfying, pleasant, enjoyable, worthwhile ported to have a significant influence on attitude. and fascinating or not. The same result was also The result of the present study indicates that found by Hsu, et al. (2010), they found that respon- Motivation could create a certain attitude on Mu- dent expectation caused them to evaluate the out-

DIKTI ACCREDITED SK NO. 36a/E/KPT/2016 ISSN: 1693-5241 419 Desy Gistya Anugerah, Noermijati seum Angkut visitor. The motivation of Museum fying, pleasant, enjoyable, worthwhile, and fascinat- Angkut visitor differentiates into four indicators ing attitude over museum angkut after they visit which are Knowledge, Relaxation, and Novelty. The museum angkut. The driving force that leads them three unfulfilled need of motivation force the re- to visit museum angkut creates good attitude over spondent to create actions that leads them to visit museum angkut. museum angkut. Respondent agreed that museum angkut gave them new experiences to feel the dif- MANAGERIAL IMPLICATION ference in culture and help them acknowledge more The objective of tourism ministry to put the tour- about Indonesia and other countries. More fact that ism industry in one of the industries that contributes visitor agreed that visiting museum angkut can re- more to national income, therefore the development lease them from their routine and feel relax. They of the tourism industry should be managed well. The also think that museum angkut is really worth to expectancy theory could be a further explanation visit that could make you feel the beautiful atmo- about how the commercial activity creates the visi- sphere of Batu City. tor of museum angkut expectation. Those expectations that visitor has should help the company in Independent variable Expectation is shown to developing Museum Angkut based on what mostly have an influence on the Tourist Attitude people expected to have and to enjoy at Museum through Motivation Angkut. The motivation of the visitor should be con- The result of this study indicates that the vari- sidered as what kind of need that people mostly have able Expectation (X) shown to have an influence during their vacation over museum angkut. Consid- on Attitude (Y) through the Motivation (Z). The ering the unfulfilled need of consumer should help same result found by Hsu, et al. (2010). They men- the company in developing museum angkut to be tioned that the role of motivation on the relationship more satisfying, enjoyable, pleasant, worth, and fas- between expectation and attitude was the most pro- cinating. found finding of the present study. In Vroom model The attitude of the visitor could give the com- motivation has psychologist role to reach every goal pany pictures of how a positive or negative evalua- (destination) since to reach the destination people tion of the visitor, which it comes from their expec- need an expectation and attractiveness or more value tation over museum angkut and motivation over their on the destination. holiday at museum angkut. For the Marketing Man- From the expectation that visitor has over mu- ager, this research finding will help in designing pro- seum angkut it creates some motivations first be- motional programs. A consumer has their first sub- fore they could directly affect the attitude, and the jective impression of an object based on their knowl- findings show that through motivation, the effect that edge about the object which means that promotional expectation has on attitude was better. The expec- program should be taking seriously. tation about what people have over museum angkut it does not directly cause an action but cause some CONCLUSIONSANDRECOMMENDATIONS subjective evaluation about the object first. The ex- Conclusion istence of the subjective evaluation could make the This study was conducted to determine the re- influence better or lower. After the predisposition lationship of Expectation, Motivation, and Attitude. of subjective evaluation then attitude or action will The expectation was used as an independent vari- follow. From four expectations that visitor has be- able, motivation was used as an independent and fore visiting museum angkut it turns out to be three dependent variable, and attitude was used as the types of the predisposition of subjective evaluation dependent variable. Based on the calculation of Path -Knowledge, Novelty, and Relaxation- over visit analysis, the present study summarized the whole museum angkut. The unfulfilled need that they have discussions the result show that Expectation has a before visiting museum angkut were created satis- direct influence towards Motivation, Expectation has

420 JOURNAL OF APPLIED MANAGEMENT VOLUME 16 NUMBER 3 SEPTEMBER 2018 The Role of Motivation in Mediating Effect of Expectation to Attitude a direct influence towards Attitude, Motivation to each variable that has the best influence on people visit a destination has a significant influence on At- attitude. titude, and Expectation has an indirect influence towards Attitude through Motivation. REFERENCES Fishbein, M., and Ajzen, I. 1975. Belief, attitude, inten- Recommendation tion, and behavior: An introduction to theory and First, from the result of the study, a researcher research. Reading, MA: Addison-Wesley. found that three components of motivation that has Ghozali, I. 2007. Aplikasi Analisis Multivariate Dengan the lowest score are beautiful scenery of Batu City, Program SPSS. BPUniversitas Diponogoro, Semarang. feel relax and calm, and feel the difference of cul- Hair, J., Black, W., Babin, B., and Andreson, R. 2009. ture. The researcher recommends that Museum Multivariate Data Analysis. Harlow: Pearson Edu- Angkut should improve more in increasing those cation. kinds of motivation since it influences the attitude Hsu, C., Cai, L., and Mimi Li. 2010. Expectation, Motiva- that could affect visitor satisfaction. Second, from tion, and Attitude: A Tourist Behavioral Model. the result of the study, a researcher found three Journal Of Travel Research. 49(3). 282-296. motivation factors that have the highest score, which Huang, S.and Hsu, C. 2009. Travel motivation: linking is Enjoy time with family and friends, worth to visit theory to practice. International Journal of Culture, by most of the people, and release work pleasure. Tourism and Hospitality Research. 3(4). 287-295 Those factors should be maintained well because Kotler, P. and Keller, K. 2012. Marketing management. Boston: Pearson. those factors lead them to visit Museum Angkut. Lather, A., Singh, R., and Singh, K. 2010. Comparing The Third, according to all five items in attitude, satis- Levels Of Expectation And Satisfaction Of Indian faction has the lowest score. The researcher sug- And Foreign Adventure Tourists Visiting India. gests that Museum Angkut should be a focus on Budapest: Agroinform Publishing House. increasing satisfaction of the visitor by improving Oh, H. and Pizam, A. 2009. Handbook of Hospitality each lowest score item of each variable used. Marketing Management. New York: Routledge. Fourth, four items of expectation should be consid- Olobatuyi, M. 2006. A user’s guide to path analysis 1st ered in designing a promotional program and the edition. Lanham, USA: University Press of America. first subjective idea comes from customer knowl- Reid, R. and Bojanic, D. 2010. Hospitality marketing edge about the object. The knowledge could be management. Hoboken, New Jersey: John Wiley and Sons, Inc. managed in a promotional program. Fifth, in a re- Sekaran, U.and Bougie, R. 2016. Research methods for cent study, it shows that expectation has the highest business 1st ed. Chichester, West Sussex, United score than motivation in influencing people’s atti- Kingdom: John Wiley and Sons. tude, which means that Museum Angkut should cre- Sekaran, U. 2006. Metodologi Penelitian Bisnis. Jarkarta: ate a good expectation to the visitor and balance it Erlangga. by managing their promotion program. Sixth, under- Singh, Y.and Nath, R. 2010. Research methodology. New standing motivation, expectation and attitude, will Delhi: A.P.H. Publishing Corporation. certainly help in segmenting markets, designing pro- Thomas, R. 2011. Blending qualitative and quantita- motional programs and product offerings, and deci- tive research methods in theses and dissertations. sion-making about destination development. Thousand Oaks, Calif.: SAGE. Wong, M., Cheung, R., and Wan, C. 2013. A Study on Next, is understanding customer expectation Traveler Expectation, Motivation, and Attitude. and motivation also help the company in making a Contemporary Management Research. 9 (2). 169- decision that related to the company development. 186. The last one is for further research is better to do deep understanding by analyzing each item from

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