The impact of world wide web site visit on brand image of the Yogyakarta City as a foreign tourist destination

GAYATRI, Riana, B.M. Purwanto, Dr., MBA

2008 | Tesis | S2 Magister Manajemen

The biggest contribution made by the tourism sector is due to the image inherent in the City of Yogyakarta as a well-known tourist destination attractive to the domestic and foreign tourists. Therefore, it is necessary to have a promotion of the Y ogyakarta city brand as a foreign tourist destination to boost the GOP income by the government and the tourism-related parties through World Wide Web sites. This paper planned to examine the influence of the site's informativeness, entertainment value and quality of organization on the attitude toward the World Wide Web site and also to examine the influence of the attitude toward the worldwide site on attitude toward the brand (city brand ofYogyakarta). Pre test conducted in campus of International University of Japan, Niigata, Japan, found that the attitude toward the World Wide Web site improved with the site's informativeness, entertainment value and quality of organization. Data was collected using questionnaire to 100 respondents, the foreign students of International University of Japan in Niigata, Japan, and the foreign residents of The Mayfair Condominium in Jurong East, Singapore, who are not Indonesian citizen or foreigner, in the 19-30 years of age, both female and male and had been surfing on the Yogyakarta's sites (www.yogyes.com and www.wasantara.net ). Using the SPSS-Software-aiding regression analysis, this research found in first regression that entertainment, information and organization significantly provided positive effect on attitude toward the site with significance level of 5%. And in second regression explained that attitude toward the site had significant effects on attitude toward the city with significance level of 5% whereas knowledge and experience did not affect significantly on attitude toward the city brand. Key words: attitude toward the World Wide Web site, attitude toward the city brand, experience, knowledge, entertainment, infonnation, organization, tourism.

The biggest contribution made by the tourism sector is due to the image inherent in the City of Yogyakarta as a well-known tourist destination attractive to the domestic and foreign tourists. Therefore, it is necessary to have a promotion of the Y ogyakarta city brand as a foreign tourist destination to boost the GOP income by the government and the tourism-related parties through World Wide Web sites. This paper planned to examine the influence of the site's informativeness, entertainment value and quality of organization on the attitude toward the World Wide Web site and also to examine the influence of the attitude toward the worldwide site on attitude toward the brand (city brand ofYogyakarta). Pre test conducted in campus of International University of Japan, Niigata, Japan, found that the attitude toward the World Wide Web site improved with the site's informativeness, entertainment value and quality of organization. Data was collected using questionnaire to 100 respondents, the foreign students of International University of Japan in Niigata, Japan, and the foreign residents of The Mayfair Condominium in Jurong East, Singapore, who are not Indonesian citizen or foreigner, in the 19-30 years of age, both female and male and had been surfing on the Yogyakarta's sites (www.yogyes.com and www.wasantara.net ). Using the SPSS-Software-aiding regression analysis, this research found in first regression that entertainment, information and organization significantly provided positive effect on attitude toward the site with significance level of 5%. And in second regression explained that attitude toward the site had significant effects on attitude toward the city with significance level of 5% whereas knowledge and experience did not affect significantly on attitude toward the city brand. Key words: attitude toward the World Wide Web site, attitude toward the city brand, experience, knowledge, entertainment, infonnation, organization, tourism.

Kata Kunci : Attitude toward the world wide web site,Attitude toward the city brand,Experience,Knowledge,Entertainment,Information organization,Tourism