Kajian Pemilihan Destinasi untuk Pelancongan Pendidikan (Edu-Tourism)
The study on Destination Selection for Education Tourism (EduTourism)
Keywords:
Kualiti Servis, Imej Jenama Destinasi, Kelakuan Spritual, Kesetiaan Destinasi, Pelancongan PendidikanAbstract
Sektor pelancongan merupakan salah satu sektor yang penting dalam ekonomi Malaysia. Berdasarkan Tourism Satellite Account 2017, industri pelancongan terus memberikan sumbangan penting kepada ekonomi Malaysia dengan 14.9 peratus pada tahun 2017 berbanding 10.4 peratus pada tahun 2005 dan sumbangan langsung pelancongan kepada KDNK mencatatkan 6.1 peratus dengan nilai RM82.6 bilion (2016: RM76.6 bilion). Namun, salah satu cabang pelancongan yang kurang diterokai adalah pelancongan pendidikan. Oleh itu, kajian ini mengkaji persepsi bakal pelajar dari Jawa Barat, Indonesia dalam pemilihan destinasi pelancongan pendidikan dan faktor-faktor yang mempengaruhinya. Faktor-faktor yang dikaji termasuklah kualiti servis, imej jenama destinasi, kelakuan spritual dan kesetiaan destinasi. Kutipan data adalah menggunakan borang soal-selidik dari 100 pelajar yang dipilih secara persampelan rawak mudah di sekitar Jawa Barat, Indonesia. Kajian ini menggunakan analisis regresi untuk melihat hubungan antara kualiti servis, imej jenama destinasi, kelakuan spritual dan kesetiaan destinasi dengan pemilihan destinasi pelancongan pendidikan. Hasil kajian ini membolehkan pengenalpastian faktor utama yang mempengaruhi pemilihan destinasi pelancongan pendidikan seterusnya meningkatkan lagi sektor pelancongan negara.
The tourism sector is one of the important sectors in the Malaysian economy. Based on Tourism Satellite Account 2017, tourism industry continued its significant contribution to the Malaysia’s economy with a share of 14.9 per cent in 2017 as compared to 10.4 per cent in 2005 and the direct contribution of tourism to GDP recorded 6.1 per cent with a value of RM82.6 billion (2016: RM76.6 billion). One of the least explored in tourism research is educational tourism. Therefore, this study examines the perceptions of potential students from West Java, Indonesia in the selection of educational tourism destinations and the factors that influence them. The factors include service quality, destination brand image, spiritual behavior and destination loyalty. Data are collected using a questionnaire from 100 students selected randomly using convenient sampling at West Java, Indonesia. This study uses regression analysis to see the relationship between service quality, destination brand image, spiritual behavior and destination loyalty with the choice of educational tourism destination. The findings of this study allow identification of key factors affecting the selection of educational tourism destinations, thereby further enhancing the tourism sector.
Downloads
References
Afandi Fikri. (2007). Pembangunan Kandis Resource Centre - Pemangkin Pelancongan Pendidikan. Tesis Perancangan Pelancongan. Universiti Teknologi Malaysia.
Allen, L. R., P. T Long, R. R. Perdue, and S. Kieselbach (1988). “The Impact of Tourism Development on Residents’ Perceptions of Community Life”. Journal of Travel Research, 27(1): 16-21.
Cooke, K. (1982), "Guidelines for Socially Appropriate Tourism Development in British Columbia," Journal of Travel Research 21, 22-28.
Davis, D., J. Allen, and R.M. Cosenza (1988). “Segmenting Local Residents by Their Attitudes, Interests, and Opinions toward Tourism”. Journal of Travel Research, 28(2), 2-8.
de Klerk, J.J. (2005), "Spirituality, Meaning In Life, And Work Wellness: A Research Agenda", International Journal of Organizational Analysis, 13 (1), 64-68. https://doi.org/10.1108/eb028998
Gallarza, M.G., Arteaga, F., Floristán, E. and Gil, I. (2009), “Consumer behavior in a religious event experience: an empirical assessment of value dimensionality among volunteers”, International Journal of Culture, Tourism and Hospitality Research, 3 (2), 165-180.
Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18 (4), 36-44.
Hamzah, A. (2004). Policy and Planning of the Tourism Industry in Malaysia. The 6th Asia Development Research Forum (ADRF) General Meeting, Bangkok, Thailand.
Han, H. (2015). Customer Retention, Tourism Management. 46, 20-29.
Haq, F. M. (2014), “The significance of partnership as a marketing strategy for Islamic spiritual tourism”, Journal of Islamic Marketing. 5 (2), 258-272.
Hawkins, D. I., Best, R. J., & Coney, K. A. (1995). Consumer behaviour: building Marketing Strategy. New York: McGraw Hill.
Kumar, M., Talib, SA. & Ramayah, T.(2013) Business research methods. Oxford Fajar/Oxford University Press.
Lancaster, Kelvin J. (1966). A New Approach to Consumer Theory. Journal of Political Economy. 74 (2), 132-157.
Lankford, S.V., and D.R. Howard (1994). “Developing a Tourism Impact Attitude Scale”. Annals of Tourism Research, 21(1), 121-139.
Lehtinen, U. and Lehtinen, J. R. (1982). Service quality: a study of quality dimensions. Helsinki: Service Management Institute, Unpublished working paper, Finland OY.
Liu, J. and T. Var (1986), "Resident Attitudes Toward Tourism Impacts In Hawaii," Annals of Tourism Research. 13, 199-214.
Loukissas, P. (1983), "Public Participation in Community Tourism Planning: A Gaming Simulation Approach," Journal of Travel Research. 22, 18-23.
McIntosh W. Rober & Charles R. Goeldner. 1986. Tourism, Principles. Practices, Philosophies. Fifth Edition. John Wiley & Sons, Inc. New York.
Muhammad Sabbir Rahman, Aahad M Osmangani, Murali Raman (2017). Destination selection for education tourism: service quality, destination image and perceived spirituality embedded model. Journal of Islamic Marketing, https://doi.org/10.1108/ JIMA-10-2015-0080
Nair, V., & Whitelaw, P. (2008). Hospitality and Tourism Vocation: Program Selection in a Private Institution of Higher Learning in Malaysia. Journal of Hospitality and Tourism Education, 20 (3), 30-34.
Nurlinda Abdullah. (2004). Keberkesanan pakej pelancongan pelajar yang ditawarkan oleh agensi pelancongan perintis. UTM. Tesis - Tidak diterbitkan.
Owen, N., Takemi, S., Eakin, E. (2011). Adults sedentary behavior: determinants and interventions. Am. J. Prev. Med. 41, 189–196.
Portal Terbuka Malaysia (2016). http://www.data.gov.my/data/ms_MY/dataset/bilangan-ketibaan-pelancong-mengikut-negara/resource/8d8a62ce-9ac1-4594-b8ef-d37e5d5bc4d5
Prayag, Girish. (2007). Exploring the relationship between destination image and brand personality of a tourist destination: An application of projective techniques. Journal of Travel and Tourism Research. 2. 111-130.
Program Transformasi Ekonomi, Hala Tuju untuk Malaysia. Bab 10: Memperkasakan Industri Pelancongan (2011). https://www.coursehero.com/file/25496715/bab10pdf/
Rust, R. T. and Oliver, R. L. (1994). Service quality: insights and managerial implications from the frontier in R. T. Rust and R. L. Oliver (eds.) Service Quality: New Directions in Theory and Practice, 1-19. California: Sage.
Siti Hawa Radin Eksan, Haliyana Tonot, Noor Raudhiah Abu Bakar, Azharuddin Hashim & Afizan Amer (2016). Penilaian Kualiti Perkhidmatan Bagi Penerima Bantuan Skim Zakat Asnaf Mualaf Di Institusi Pemberi Zakat. Journal of Business Innovation. Jurnal Inovasi Perniagaan. 1 (2), 81–102.
Svetlana & Juline, (2010). Destination Image: A Meta-Analysis of 2000–2007 Research. Journal of Hospitality Marketing & Management, 19(6):575-609.
Tasci, A. D. A. (2007). Assessment of factors influencing destination image using a multiple regression model. Tourism Review, 62(2), 23–30. doi:10.1108/16605370780000311
Unit Perancang Ekonomi (2012). https://www1.treasury.gov.my/arkib/2012/le/jp3_9.pdf
Urn, S and Crompton, J. L (1990). Attitude Determinants in Tourism Destination Choice. Annals of Tourism Research, 17, 432-448.
Zamani-Farahani, H., & Henderson, J. C. (2009). Islamic tourism and managing tourism development in Islamic societies: the cases of Iran and Saudi Arabia. International Journal of Tourism Research, n/a–n/a. doi:10.1002/jtr.741
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
