Assessing the Effects of Tourists’ Cultural Sensitivity, Cultural Distance and Satisfaction on Tourist’s Intention to Revisit and Recommend to Others
摘要
Tourism is becoming an important industry for Indonesia during the last decade. Efforts to raise revenues from tourism industries have been doubled but Indonesia is so far still lag behind compared to other ASEAN countries. Number of foreigners visiting Indonesia is still much smaller than those of other ASEAN countries such as Thailand, Singapore, and Malaysia. The study will examine the effect cultural sensitivity and cultural distance on satisfaction and how satisfaction mediates the effects of these two variables on intention to revisit and intention to recommend to others. A survey of 300 foreigners was conducted at the city of Yogyakarta. The data of the survey was analyzed by using Pearson correlation, confirmatory factor analysis (CFA), and structural equation model (SEM). Results indicate that cultural sensitivity and cultural distance have significant positive effects on satisfaction and intention to revisit and to recommend to others. Having these findings, tourism managers should realize the importance of both promoting cultural assets and uniqueness and improving service quality on increasing foreign visitors. In addition, the government of Indonesia should also develop program efforts to facilitate foreign visitors to manage cultural differences so that they can enjoy cultural values and assets during their stay in Indonesia.