EAS Publisher | Connecting Place Familiarity and Place Belief to Local Product

Connecting Place Familiarity and Place Belief to Local Product

DOI : https://doi.org/10.36349/easjebm.2019.v02i11.006

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This study focuses on analyzing destination familiarity, destination beliefs and intention to visit destination as well as to purchase local product. Two concepts from tourism destination image (TDI) and product country image (PCI) were used as the based for theoretical building. Yogyakarta as a popular destination in Indonesia and its local batik production were chosen as the object being researched. The quantitative method was applied by distributing questionnaire to non-Yogyakarta residents who live around the region. As many as 110 valid data were analyzed using PLS-SEM method. Findings showed that destination familiarity influences destination beliefs, destination beliefs influence intention to visit, and also destination beliefs influence intention to buy local product. The implication is that regardless of the image a destination is already hold, without actively communicated and made people informed and knowledgeable to the place and its local products, the positive visitors’ behavior might not be as expected.

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