Journal of Marketing and Business Research

THE RELATIONSHIP BETWEEN DESTINATION ATTRACTIVENESS,

LOCATION, TOURISM FACILITIES, AND REVISIT INTENTIONS

Mohamad Khairi 1, Didit Darmawan 2

1 Universiti Tun Hussein Onn Malaysia, 2 University of Mayjen Sungkono Indonesia
Email: [email protected]

ABSTRACT
The tourism sector is a commercial sector that makes an important contribution to
many developing countries. Government support shows efforts to continue to
develop the tourism sector. This is monitored from the government's efforts to
increase and diversify tourism products to attract more local and international
tourists. The more diverse the availability of tourist attractions in an area will open
up greater opportunities for greater visits which are not only for tourist objects but
also for the region as a whole. Malang is one of the tourist cities in Indonesia and this
opens up greater opportunities to develop faster than other cities because it already
has a strong foundation and character. The tourism sector shows progress through
an increase in the number of visits. A repeat visit to the same attraction is required
in this case. This study will examine the role of destination attractiveness, location,
and facilities on the revisit intentions to Jatim Park 2 in Batu District, Malang
Regency. Purposive sampling technique as a non-probability sampling technique
with a total of 100 respondents, then the data is processed by multiple linear
regression. The results of the study stated that attractiveness, location and facilities
had a real role in forming the variable of revisit intentions partially or
simultaneously. Every improvement and development of the attractiveness variable,
location and facilities of a tourist attraction will have an increasing impact on revisit
intentions tourists to tourist objects.
Keywords: destination attractiveness, location, tourism facilities, revisit intentions.

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Khairi, M. & D. Darmawan. 2021. The Relationship between Destination Attractiveness, Location, Tourism Facilities, and
39
Revisit Intentions, Journal of Marketing and Business Research, 1(1), 39-50.
Journal of Marketing and Business Research

INTRODUCTION
Indonesia has a lot of potential for natural and cultural tourism which also makes tourism
as an industry which also contributes effectively to the country's foreign exchange
earnings. Various tourist objects in Indonesia have been known not only domestically but
also abroad. Therefore, the development of tourism in Indonesia is carried out in all
regions under the auspices of the Tourism Office which functions as an authorized
institution in controlling regulations, providing instructions and technical assistance to
enable investors and the community to try to increase tourism in their area.
In the era of regional autonomy, an effective tourism sector is able to play a role in
developing the sectoral economy and the industries involved. If this sector develops well,
it will drive other industries such as the lodging industry, restaurant industry, handicraft
industry, transportation and other industries. The development of a tourist attraction
results from a good, measurable and clear marketing system. Marketing is very important
to do in a tourist attraction because it is a change in the state of the applied conditions.
Without marketing to a tourist attraction, there will be no developments and changes that
occur to the object (Khasanah, 2010).
Malang City is a city in East Java Province, Indonesia. The city of Malang is located in the
highlands and has a comfortable and cool weather compared to other cities in the East
Java region. The nickname of this city is Paris van East Java, City of Tourism, City of
Military, City of History, City of Apples, City of Cold, Culinary City and various other
nicknames. However, the most famous and distinctive nickname of Malang City itself is
Student City. The nickname is indeed proven by the many schools and universities that
stand in this city. In addition to being the city with the highest student level in East Java,
Malang City also has various tourist attractions ranging from historical tourism such as
temples and museums, religious tourism to entertainment tourism that deserves to be
visited by both domestic and foreign tourists.
There are many tourist attractions that have led to the emergence of lodging ranging from
hotels, resorts, cottages to house rentals in the city of Malang. Various interesting tourist
objects in the Greater Malang area are mostly located in the Batu area, which is located in
the west of the city. In Batu itself there are many interesting tourist attractions and are
well known for their rides such as Batu Night Spectacular, Jawa Timur Park 1,2,3, Eco
Green Park, Sengkaling, Selecta and so on. Not only an entertainment tourist attraction,
the Batu area is also surrounded by truly enchanting natural attractions such as Coban
Rondo, Coban Talun, Bendengan and several interesting natural locations. Malang city is
also famous for its diverse and unique culinary tourism.
One of the famous tours in the city of Malang is Jatim Park 2. This is a tourist spot that
combines elements of education and tourism in one scope. This can provide information
to visitors to be more familiar with technology and knowledge. One of the advantages of
Jatim Park 2 is that it can be used as a medium of learning outside the classroom with the

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 The Relationship between Destination Attractiveness, Location, Tourism Facilities, and Revisit Intentions

aim of getting information about various kinds of fauna found throughout the country.
This concept can be said to be a pioneer that has never existed and is applied in other
cities in East Java. Jatim Park 2, which stands on an area of 14 hectares, is the right place
for education and tourism to invite families and children.
Tourist visits are certainly inseparable from the existence of tourist attractions that
attract tourists to visit tourist attractions. Tourist attractions include uniqueness, beauty,
natural and cultural wealth and tourist attractions. At Jatim Park 2, there are a series of
presentations of technological knowledge, knowledge of fauna, hobbies, and
entertainment that are uniquely packaged and presented to visitors, which can be enjoyed
in one integrated area. Jatim Park 2 or better known as the Secret Zoo which is certainly
more interesting and more complete than other zoos. After seeing various types of
animals from all over the world, visitors are presented with a variety of rides, ranging
from children to adults that challenge adrenaline. These rides are also served to fulfil
visitor hobbies such as basketball courts and to test leg dexterity by inserting the ball in
certain holes. These rides are served free of charge so that visitors are free to choose and
try a variety of games. This fact is used by Jatim Park 2 as its advantage and used as a
characteristic, so that Jatim Park 2 has its own target market among the increasingly rapid
development of competition from similar companies and is able to maintain its company
as a market leader with its uniqueness.
The location of Jatim Park 2 is easy to reach by various forms of vehicles. With several
alternative accesses, this tour is often visited by certain groups or from family groups. The
local government and the surrounding community play an active role in increasing tourist
visits by providing good services that can generate visitor value where the higher the
consumer value, the higher the value of consumer satisfaction and will affect the revisit
intentions. The formation of revisiting intention sometimes requires a complicated and
prolonged process. This is because consumptive behaviour to fulfil entertainment needs
is not a need that often arises in a person and has various intensities so that decision
making is also strongly influenced by certain things. This is like several similar tourist
objects; consumers tend to compare one tourist attraction with another of the same type
or vacation time. Willingness to buy will be influenced by real experience factors or
satisfaction expectations in using goods or services. as well as in choosing a service or
tourism product (Dubé & Renaghan, 2000).
Efforts to increase tourist visits to Jatim Park 2 have begun by building basic tourism
facilities such as restaurants, hotels, and other supports. Tourism facilities are tourist
supplies that need to be provided if they are going to develop the tourism industry,
because tourism activities are essentially one of the activities of the economic sector.
Tourist facilities are facilities or infrastructure that facilitate the activities of attractions
that have been provided by the tourist area. Good facilities can shape perceptions in the
eyes of visitors. In a number of types of services, the perception that is formed from the

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interaction between visitors and facilities affects the quality of services in the eyes of
visitors. There is an impact from the existence of the facilities provided by the service
provider and has succeeded in increasing user convenience and facilitating the process of
service delivery. That will have a lasting impact on consumer response after the exchange.
(Mardikaningsih, 2017).
This study will examine the role of tourist attraction, location, and facilities on revisit
intentions Jatim Park 2 Tourism in Batu District, Malang Regency.

LITERATURE REVIEW
Destination attraction is anything that can attract attention and can be enjoyed to be
offered, enjoyed and sold as a tourism product (Chi & Qu, 2008). Tourist attraction can be
the main driver for visitors to visit or in other words everything that causes tourists to be
interested in visiting a certain area (Reitsamer et al., 2016). The existence of tourist
attractions found in tourist objects can attract tourists to make repeat visits (Sinambela,
2021). Tourist attraction emphasizes more characteristics for all customers and increases
the possibility of customers to renew and make a purchase decision (Akgün et al., 2019).
Zeithaml and Bitner (2000) state that the choice of location or place begins with
determining the destination community. Who is going and who is going. This is
determined by regional potential, development potential, economic conditions,
competition and sectoral policies. According to Ali and Amin (2014), what is offered in a
destination area depends on the potential for development as well as unique geographical
phenomena. For offers to the target market, this location is the place where the
transaction takes place or the place to visit in the tourist attraction. It determines whether
a location is interesting to visit or not is access, traffic, visibility, facilities and environment
(Ernawati. 2017). A tourist attraction should be accessible by vehicle, with clear
directions, safe and comfortable facilities and an environment that supports tourism
services (Ranjbarian & Pool, 2015).
Tourist facilities are complementary to tourist destinations that are needed to meet the
needs of tourists who are enjoying tourist trips (Jayaprakash & Mythili, 2017). Service is
always accompanied by the presence of facilities. In a tourist attraction, facilities can also
be part of a tourist attraction as a supporter or main element (Yoon et al., 2001). The
effectiveness of the existence of the facility will lead to support to form a pleasant
experience for visitors and the formation of visitor satisfaction. The existence of a good
impression leads to the potential for repeat visits (Hutchinson et al., 2009).
The theory of revisiting interest is taken from the theory of repurchase interest in a
product so that in several categories, visiting interest can be applied to buying interest.
According to Som and Badarneh (2011), the desire to travel in the future is influenced by
their attitude towards their past experiences. While the theories of reasoned action and

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 The Relationship between Destination Attractiveness, Location, Tourism Facilities, and Revisit Intentions

planned behavior have been the most frequently used models to predict behavior since
the early 1980s, consistent results show that attitudes, subjective norms and controls
explain variations in future visits. Revisit intentions is a form or form of interest in
behavior. Behavioral interest is a potential tendency to react like attitudes that precede
behavior (Seth et al., 2005). Interest in visiting means potential consumers (visitors) who
have and have never been and who are currently going to visit a tourist attraction. Interest
is the driving force that causes someone to pay attention to an object. Tourists' revisit
intentions can be interpreted as the possibility for tourists to visit a destination again, and
this behavior is considered as loyalty or a real action that refers to the willingness of a
person or tourist to revisit the same destination (Choo et al., 2016). Tourists who have an
interest in making repeat visits can be characterized by a willingness to revisit the same
destination in the future and recommend the destination to others. According to Zeithaml
and Berry (2000), there are two indicators of revisit intentions, namely the desire to
recommend to others and the desire to return to visit.

RESEARCH METHODOLOGY
This type of research is associative quantitative research because it aims to determine the
effect of the independent and dependent variables. Sources of primary data obtained from
the results of the questionnaire answers distributed to respondents. The questionnaire
uses a measurement scale in the form of an interval scale. The population in this study is
the number of tourists who have visited the Jatim Park 2 tourist attraction. The sampling
method in this study is non-probability sampling with purposive sampling technique. The
number of samples in this study obtained as many as 100 respondents. The analysis tool
is multiple linear regression. The quality of the data was tested with reliability and
validity. The feasibility of the regression model was tested with classical assumptions.

RESULTS AND DISCUSSION

Respondent Profile
Description of respondents in this study describes the characteristics of respondents
based on gender, age of respondents, respondent's occupation, and respondent's income.
Characteristics of respondents based on male sex with a frequency of 37 respondents, and
based on female sex as many as 63 respondents.
Characteristics of respondents based on age; it can be seen that the largest proportion of
respondents in the sample are in the range of 24 years – 30 years as much as 49%. The
range of 17-23 years is 21%. The range of 31 – 40 years is 14%. The range of 41 – 50 years
is 7%, and in the range of 50 years and over it is 9%.

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Characteristics of respondents based on work; it is seen that the highest proportion of

respondents who are sampled based on the dimensions of work are 37 people with the
percentage having professions outside of the job choices in the questionnaire. As a student
as much as 11%; as entrepreneurs as much as 27%; and as a private/public employee as
much as 25%.
Characteristics of respondents based on income obtained the largest proportion of
respondents from the income dimension, a total of 54 people have an income of less than
three million. The remainder is divided by a proportion between the ranges of three
million to five million; and five million and above.

Validity and Reliability Test

A valid instrument is declared after going through validity testing using a correlation
technique with criteria exceeding 0.3 for the corrected item total correlation value. Based
on the SPSS output, the value of all questions has a value exceeding 0.3. In the reliability
test, each Cronbach's alpha value from the test results exceeds 0.60. This is also seen from
the SPSS output. The attractiveness variable is 0.759; location of 0.688; facilities of 0.704;
and revisit intentions of 0.806.
To get a good regression model, it must be free from data deviations consisting of
multicollinearity, autocorrelation, heteroscedasticity, and normality. The method used to
test the deviation of the classical assumptions is described below.

Classic Assumption Test

To detect the presence or absence of heteroscedasticity, that is by looking at the Plot
Graph in SPSS between the predicted value of the dependent (dependent) variable,
namely ZPRED and the residual SRESID. Detection of the presence or absence of
heteroscedasticity can be done by looking at the presence or absence of a certain pattern
on the scatterplot graph between SRESID and ZPRED where the Y axis is the Y that has
been predicted, and the X axis is the residual (Y predicted - Y actually) that has been
studentized.
If nothing is clear, and the points spread above and below the number O on the Y axis,
then there is no heteroscedasticity as shown in graph 1 below.

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 The Relationship between Destination Attractiveness, Location, Tourism Facilities, and Revisit Intentions

Figure 1. Heteroscedasticity Test

Source: SPSS output
To test the presence or absence, in this study, the Durbin Watson test (DW test) was used.
Decision making whether there is autocorrelation. The DW value of 1.275 indicates that
there is no autocorrelation problem.

Figure 2. Normality Test

Source: SPSS output
The way to see normality is to look at the graphic display showing the pattern of spread
around the diagonal line and following the direction of the diagonal line. A good
regression model is to have a normal or close to normal data distribution. Graph 2 shows
that the data is normally distributed.
A simple diagnosis of multicollinearity in the regression model is to look at the value of
the variance inflation factor (VIF). Between independent variables is said to be
multicollinearity if the tolerance is < 0.1 and VIF > 10. Table 1 shows the value of each
independent variable meeting these criteria.

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t-test
Multiple linear regression analysis is an analytical tool for forecasting the value of the
influence of two or more independent variables on the dependent variable to prove
whether or not there is a functional relationship or causal relationship between two or
more independent variables with one dependent variable.
The t-test was conducted to test the significance of the partial coefficients. This test was
conducted to determine whether the effect of each independent variable on the
dependent variable was significant or not. SPSS output is as shown in table 1 below.
Table 1. t-test results
Unstandardized Standardized Collinearity
Coefficients Coefficients Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) 24.055 2.564 9.381 .000
X.1 1.698 .415 .283 4.095 .000 .638 1.568
X.2 2.170 .376 .391 5.774 .000 .665 1.504
X.3 2.196 .466 .340 4.716 .000 .585 1.708
Source: SPSS Output

All independent variables proved to have a significant role partially on the formation of
the dependent variable. The regression model obtained Y= 24.055 + 1.698X.1 + 2.170X.2
+ 2.196X.3. The constant value obtained is 24.055, which means that without the
contribution of the independent variable, the value of revisit intentions is 24.055. The
highest coefficient is in the independent variable, adequate facilities from tourist objects.
All coefficients are positive, which means they are in the same direction.

F-test
F test to determine the extent to which the independent variables used in this study were
able to explain the dependent variable. The value of Fcount obtained is 77,348 and the
significant value is less than 5%. This means that all independent variables have a
significant role simultaneously on the formation of the dependent variable.
Table 2. F -test Results
Model Sum of Squares df Mean Square F Sig.
1 Regression 2701.900 3 900.633 77.348 .000b
Residual 1117.810 96 11.644
Total 3819.710 99
Source: SPSS Output

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 The Relationship between Destination Attractiveness, Location, Tourism Facilities, and Revisit Intentions

Coefficient of Determination
The coefficient of determination essentially measures how far the model's ability to
explain variations in the dependent variable is. To determine the value of the coefficient
of determination expressed by the value of Adjusted R Square. The value obtained is
0.698, which means that 69.8% of the independent variables can explain the dependent
variable.
Table 3. Results of test coefficient of determination (R2)
Adjusted R Std. Error of the
Model R R Square Square Estimate Durbin-Watson
1 .841a .707 .698 3.412 1.275
Source: SPSS Output

Discussion
The results of the study show that all independent variables play a significant role in
forming the dependent variable. The attractiveness of the product has a significant effect
on the revisit intentions. These results support the findings of Chi & Qu, 2008; Reitsamer
et al. (2016); Cong, 2016; Akgun et al. (2019); Sinambela (2021). Destination
attractiveness is considered a mental image that reflects the feelings, beliefs and
opinions that individuals have about a destination's perceived ability to meet their
particular vacation needs or to provide individual benefits. This mental image is usually
based on the physical attractiveness of the destination that can attract visitors.
Therefore, destination attractiveness is one of the key factors to attract, motivate, and
encourage visitors to extend their vacation time at certain destinations.
Location has a significant role in the revisit intentions. These results are in accordance
with Darmawan's research (2009) which shows the role of location on the revisit
intentions East Java Park I. According to Yeoman et al. (2012), the affordability of tourist
sites is an important factor that causes tourists to visit a tourist spot. There is a
connection with the availability of transportation and affordability that makes the
success of a tourist attraction.
Facilities also have a significant role in shaping interest in repeat visits. This finding is
in accordance with the results of the study of Seth et al. Vrat (2005); Ali and Amin
(2014); and Reitsamer et al. (2016). In the tourism industry, all facilities will support
the performance of the tourist offer. The quality of accommodation is also confirmed as
an important element in increasing tourist visits (Shonk, 2006).
Revisit intentions is a major factor to increase competition in the tourism market.
Managers must make efforts to encourage repeat visits from tourists (Tubey & Tubey,
2014; Choo et al., 2016). For tourists, the desire to visit the same tourist attraction is a
desire to create a more dynamic and different travel experience for tourists (Ranjbarian

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& Pool, 2015). This also proves that tourists have felt satisfaction when visiting tourist objects
before (Hutchinson et al., 2009). Managers must pay attention to tourists who achieve
satisfaction when visiting because they can act as an effective and free marketing tool because
there is a tendency to share positive word of mouth with others (Som & Badarneh, 2011).

CONCLUSION
The results of the study stated that attractiveness, location and facilities had a real role in
forming the variable of revisit intentions partially or simultaneously. Every improvement
and development of the attractiveness variable, location and facilities of a tourist
attraction will have an increasing impact on revisit intentions to tourist objects.
From these findings, the manager must develop a stronger appeal to the target market. In
addition, it is also necessary to develop a good image of the tourist attraction. With the
image of a destination that gives the impression of a tourist attraction, it can influence tourists
to make repeat visits to the tourist attraction and with a good image of the destination that is
felt by tourists, it will have an impact on increasing tourist visits and revisit intentions.
The management may consider improving the accessibility and accommodation facilities
in tourism settings with the aim of attracting more tourists to visit tourist destinations, as
these are the factors that tourists pay most attention to. Tourist attraction facilities must
also be maintained. Tourists are expected to maintain cleanliness and order. With good
self-awareness, place garbage correctly and do not take action to damage the order and
beauty in tourist areas.
For further researchers, in order to expand this research variable, it is not only location,
tourist attraction, and facilities but also other variables that can influence the decision to
revisit intentions as ticket prices, service quality, promotions and others.

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