ABSTRACT. Keywords: culture heritage, service quality, SERVQUAL, tourist satisfaction, future behavioral intentions

Transcription

1 THE INFLUENCE OF SERVICE QUALITY AND TOURIST SATISFACTION ON FUTURE BEHAVIORAL INTENTIONS: THE CASE STUDY OF BOROBUDUR TEMPLE AS A UNESCO WORLD CULTURE HERITAGE DESTINATION Ivyanno Utama Canny School of Business Administration, Faculty of Business Administration & Humanities Swiss German University, BSD City, Serpong, Tangerang, Indonesia ivyanno.canny@gmail.com Nila Krishnawati Hidayat School of Hotel and Tourism Management, Faculty of Business Administration & Humanities Swiss German University, BSD City, Serpong, Tangerang, Indonesia nila.hidayat@sgu.ac.id ABSTRACT In the highly competitive tourism industry, improving service quality to gain competitive advantages is one of the keys to sustainable management of culture heritage tourism. Tourist satisfaction is recognized as one of the key judgments that tourists use to measure tourism services, while future behavior intentions are very closely connected with satisfaction. The expression of satisfaction will result in behavioral responses to recommend, say positive things about and revisit to destinations. This study examined the influence of service quality and tourist satisfaction on the future behavioral intentions of local tourists in Borobudur temple using SERVQUAL model and analyzed with multiple regression analysis. This field research was conducted on May 2012 at the Borobudur temple, Magelang, Central Java Indonesia. The model was tested using data collected from 200 local domestic tourists. The results revealed that service quality has a positive influence on tourist satisfaction and a positive influence also exists between tourist satisfactions on future behavioral intentions. The result of this study also revealed that tangible was the most influencing dimension of service quality. The results also provide potential guidelines for Borobudur temple authority agency management to be able to retain the quality of service that is considered very satisfactory by the tourists and will improve the quality of services that are deemed unsatisfactory by the tourists. Keywords: culture heritage, service quality, SERVQUAL, tourist satisfaction, future behavioral intentions

2 1. INTRODUCTION In the highly competitive tourism industry, tourism is seen as the driving force for regional development. Successful tourism can enhance the income, employment and government revenues. To provide high service quality to enhance tourist satisfaction has become an important concern for sustainable tourism destination management (Liu and Yen, 2010). However, to be able to attract the tourists to revisit and recommend destinations to others is another important part to build a success of tourism destination development (Chen and Tsai, 2007). Indonesia has a vast tourism potential to be exploited and it is the largest archipelago country in the world, stretching km along the equator from east to west and km from north to south. It consists of five major islands (Java, Bali, Sumatra, Kalimantan, Sulawesi and Papua), and about 30 smaller provinces, with more than 17,000 islands. Indonesia is also named "Nusantara" (archipelago in between) because it lies between two great oceans (Pacific and Indian Ocean) and two continents (Australia and Asia) which makes Indonesia is enriched with natural resources and variety of cultures that offer a wide range of tourism activities and destinations. The diversity in terms of natural, cultural and historical resources is believed to support the growth of Indonesia tourism industry. Tourism is an important component to the national economy, as well as an important source of foreign exchange revenues for Indonesia. According to the Travel & Tourism Competitiveness Report 2011 at the World Economic Forum (2011) Indonesia tourism was ranked 13th in the regional ranking and 74 th of 328 countries in the world. Therefore, Indonesia tourism becomes the third largest contributor as a non-oil and gas source of revenues after timber and textile products (Sumaco and Richardsson, 2011). Borobudur temple is one of fundamental manifestations of Indonesian cultural heritage. It has its own uniqueness, which combines aspects of culture and religion that are very strong in Indonesia. Borobudur temple acknowledged by Guinness World Records is the largest Buddhist temple ever built and also one of the largest religious monuments in the world, which was built 300 years before Angkor Wat in Cambodia and 400 years before the great cathedrals in Europe, which listed as the UNESCO world culture heritage site in The growing number of tourists each year triggered Borobudur temple Authority Agency management should be able to implement a high service quality based on the understanding of local domestic tourists perceptions (needs and expectations) to enhance the level of domestics tourists satisfaction and willingness to perform future behavioral intentions. Moreover, measurement between tourist satisfactions with service quality allows management of cultural heritage to completely understand the tourist expectations and how to fulfill expectations and needs that tourists require (Meng et al, 2008).

3 Research on service quality, tourist satisfaction and future behavioral intentions are well conducted in scope of tourism literature (e.g Cole et al, 2002; Kouthouris and Alexandris, 2005; Cole and Illum, 2006). Nevertheless, research has not been fully subjected to conceptual and empirical investigation in cultural heritage tourism context especially in Indonesia cultural heritage site. Therefore, the investigation on the influence of service quality and tourist satisfaction on future behavioral intentions in Indonesia cultural heritage is relevant. 2. LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT 2.1 Service Quality Service quality should start from the needs of the customer and ends with customer satisfaction and positive perceptions of service quality. Both consumer and the service provider have a significant influence on the creation and delivery process of a service therefore service was defined heterogeneous (Kvist and Klefsjö, 2006). The other definition of service quality (Kang and James, 2004) is simply defined as a consumer s judgment about an entity s overall excellence or superiority. However, according to Lovelock & Wright (2002) service quality was defined as: A customer' long-term, cognitive evaluations of a firm's service delivery. This means that customers have certain service standards in mind prior to consumption (their expectations), observe service performance and compare it to their standards, and then form satisfaction judgments based upon this comparison. Regardless of many definitions of service quality, commonly the various definitions of service quality have the same outline, which is: service quality is about consumers subjective judgment of a service provided by the provider, according to the gap between customers expectation and realistic perception of the service (Liu and Yen, 2010; Zeithmal et al, 2009; Brady and Cronin, 2001; O neil et al, 2000). On the other hand, the level of satisfaction will be achieved, if the expected service is equal to perceived service. Customers will be more satisfied if the gap between expected service and perceived service is related small. In summary, since services are an essential part of the tourism experience, service quality is an important aspect to satisfying tourists. However, there are very limited attempts to investigate the relationship between service quality and satisfaction in culture heritage tourism. 2.2 SERVQUAL SERVQUAL is a model of service quality, which was first proposed by Parasuraman et al (1985). These models of service quality are the most popular and widely used as a reference in research management and marketing services. SERVQUAL is multipleitem scale for measuring consumer perceptions of service quality (Kvist and Klefsjö,

4 2006). Originally, Parasuraman et al (1985) was introduced SERVQUAL dimensions into 10 dimensions, which are: 1. Tangibles. The appearance of physical artifacts and staff members connected with the service. 2. Reliability. Ability to deliver the promised service. 3. Responsiveness. Readiness of staff members to help in a pleasant and effective way. 4. Competence. Capability of staff members in executing the service. 5. Courtesy. The respect, thoughtfulness, and politeness exhibited by staff members who are in contact with the customer. 6. Credibility. Trustworthiness and honesty of the service provider. 7. Security. Absence of doubt, economic risk, and other physical danger. 8. Access. Accessibility of the service provider. 9. Communication. Understandable manner and use of language by the service provider. 10. Understanding the costumers. Efforts by the service provider to know and understand the customer. Afterwards, Parasuraman et al (1990) regroup the ten dimensions of SERVQUAL into five dimensions that apply across variety of service context to identified five fundamental components of service quality or also well known as RATER, namely: reliability, assurance, tangible, empathy and responsiveness. Table 1 The five dimensions of SERVQUAL Dimension Definition Reliability Assurance Tangible Empathy Responsiveness Source: Zeithmal et al (1990, p.26) 2.3 Tourist Satisfaction Ability to perform the promised service dependably and accurately. Employees knowledge and courtesy and their ability to inspire trust and confidence Appearance of physical facilities, equipment, personnel and communication materials. Caring, individualized attention given to customers Willingness to help customers and provide prompt service Tourist satisfaction has been a subject for discussions on marketing and tourism literature and defined in various ways. Tourist satisfaction is very important for destination marketing, as it is very influential in the choice of destinations, the consumption of products and services, and the tourists decision to return (Kozak and Rimmington, 2000).

5 Tourist satisfaction is defined as the one of the key judgments of consumers by evaluating the tourism service (Bowen and Clarke, 2002). Furthermore, tourist satisfaction is the result of two things. First, from the expectations of tourists about the destination based their previous images of the destination (norms/reference points) and second, from their assessment of the outcome of their experience at the destination area (Neal and Gursoy, 2008). 2.4 Future Behavioral Intentions For most tourism providers, visitor retention is a key to the organization's profitability. The theory of reasoned action suggests that behavior is determined by a tourist s intention to perform or not to perform a subjective behavior. A future behavioral intention was defined as a person s subjective probability that he will perform some behavior in the future. According to Zeithaml et al (2009) future behavioral intentions is defined as willingness to recommend the service to others and repurchase intent. These behavioral intentions can be viewed as positive and negative consequences of service quality. The behavioral intention is determined by attitude toward performing the behavior and subjective norm. It is important to understanding service quality and satisfaction, because these variables are considered to be predictors for consumer behavior (Crompton et al, 2001; Lee et al, 2008; Bigné et al, 2008). As the result, many researchers have inspected the link between service quality and satisfaction in determining the future behavioral intention. Previous empirical research has also confirmed that both service quality and customer satisfaction affect behavioral intentions (Dmitrović et al, 2009; Cole and Illum, 2006; Cole et al, 2002; Baker and Crompton, 2000). Several studies have examined the mediating role of satisfaction in the relationship between service quality and behavioral intentions. Therefore, the proxies of future behavioral intentions are numerous. The degree of future behavioral intentions in certain destinations is frequently reflected in tourist intentions to revisit the destination and in their willingness to recommend it (Chen and Tsai, 2007). In contrast, Cole and Illum (2006) used say positive things about the destination and revisit the destination in the future while assessing the influence of service quality on behavioral intentions in rural heritage festival in Missouri, U.S. However, Another prior research also measured using two proxies of future behavioral intentions namely word-of-mouth and revisits intentions (Prayag, 2009; Chen and Gursoy, 2001; Bigné et al, 2001). Additionally, Lee et al (2011) outlines future behavioral intentions involves of willingness to recommend say positive thing and revisit the destination. 2.5 Hypothesis Development The conceptual framework, which guided the development of the study s hypotheses, can be seen in Figure 1. The framework analyzes the influence of service quality and tourist satisfaction on future behavioral intentions. The basic idea of the research

6 framework originated and modified from recent study called Examining the mediating role of festival visitors satisfaction in the relationship between service quality and behavioral intentions by Cole and Illum (2006). However, the scope of this study was larger and different, since this study used another concepts of service quality, tourist satisfaction and future behavioral intentions. The concepts applied for service quality are SERVQUAL five dimensions (reliability, tangible, assurance, empathy and responsiveness) based on Parasuraman et al (1990). Moreover, the indicators of tourist satisfaction and future behavioral intentions adapted and modified from the empirical study by Lee et al (2011). Figure 1 Conceptual framework Reliability Recommend Tangible Assurance Service Quality Tourist Satisfaction Future Behavioral Intentions Say Positive Thing Empathy Revisit Responsiveness The linkages among service quality and tourist satisfaction are arguably the most widely studied relationships in tourism literature. The growing interest of researchers to the issue of influence of service quality on tourist satisfaction and its widely accepted today that service quality has a direct effect on tourist satisfaction (Liu and Yen, 2010; Cole and Illum, 2006; Kouthouris and Alexandris, 2005; Cole and Crompton, 2003; Baker and Crompton, 2000). Moreover, it has been specified (Baker and Crompton, 2000) the primary objective within tourism providers for investing exertion in evaluating and improving quality of performance and seeking to enhance level of tourist satisfaction. These statements give rise to the following hypotheses: Hypothesis 1. The five dimensions of service quality has an influence on tourist satisfaction One important element of successful tourism destination marketing is a tourist satisfaction. Tourist satisfaction considered influencing the choice of destination and the decision to return in the future (Yoon and Uysal, 2005). The direct influence of tourist satisfaction on tourist behavior intention, like intention to revisit and recommend the destination to the others have been analyzed by Cole

7 and Illum (2006), Alegre and Cladera (2006), Yoon and Uysal (2005), Kozak and Rummington (2002) and Baker and Crompton (2000). From these statements is derived Hypothesis 2: Hypothesis 2. Tourist satisfaction has an influence on future behavioral intentions 3.1 Sample 3. RESEARCH METHODS This study was used convenience-sampling techniques also known as accidental sampling by gather the samples directly at Borobudur temple and distributed questionnaires to the 200 domestic local tourists who currently visit Borobudur temple on May The distributions area of questionnaires was in the exit gate and respondent asked to fill out questionnaire at a most convenient place. A frequency analysis was executed to survey the distribution of various variables based on demographic profiles, such as gender, age, level of education, occupation and average monthly expenditures. Table 1 shows the demographic characteristics profile of respondents. Table 1 Demographic characteristics of respondents Characteristics Gender Male Female Total Age Above 50 Total Education Occupation Average monthly expenditures (Rp) Elementary school Junior high school High school College Total Student Government officer Professional Entrepreneur Housewife Others Total 1 2 million 2 5 million 5 10 million Total Frequency Percentage (N = 200)

8 3.2 Measures The measurements were included the following 26 items (Table 2), which are service quality (20 questions), tourist satisfaction (3 questions) and future behavior intentions (3 questions). The items were scored on a five-point Likert scale which are number 1 (one) for strongly disagree statement, number 2 (two) for disagree, number 3 (three) for slightly agree, number 4 for agree and last but not least, number 5 (five) for strongly agree. The items for service quality were adapted from the original SERVQUAL model by Parasuraman et al (1990). The items for tourist satisfaction are adapted and modified from measures used in Cole and Illum (2006), Bigné et al (2008) and Lee et al (2011). Moreover, future behavioral intentions were measured using items adapted from those employed by in Cole and Illum (2006) and Lee et al (2011). Table 2 Items for variables Variables Service Quality (SQ) Items Reliability Borobudur temple authority agency management was reliable in creating a sense comfort for you (SQ1) Management provides visiting hours that suit your needs and time availability (SQ2) Borobudur temple employees have promptness and hospitality in serving you (SQ3) Borobudur temple authority agency management can manage well the street vendors, kiosks and souvenir stalls for more orderly selling around Borobudur temple area (SQ4) Assurance Borobudur temple authority agency management provide information and directions that are easily understood by you (SQ5) You feel comfortable and secure during your visit in the Borobudur temple (SQ6) Borobudur temple employees always show politeness, friendliness and helpfulness to you (SQ7) You get in-depth explanation from knowledgeable and experienced tour guides in Borobudur temple (SQ8) Tangible Borobudur temple s cleanness and well manage become the most attractive one (SQ9) The environment around Borobudur temple is clean and neat (SQ10) Borobudur temple employees dress professionally and neat (SQ11) Public facilities that are provided by Borobudur temple authority agency management is well managed (i.e. rest room, parking lot, rest area etc.) (SQ12) Empathy Borobudur temple employees pay attention to the tourists needs (SQ13) You get a polite and friendly service from the Borobudur temple employees (SQ14)

9 Variables Tourist Satisfaction (TS) Future Behavioral Intentions (FB) Items Borobudur temple employees are seriously in helping and satisfy you (SQ15) When you ask about the public facilities location that you need immediately, Borobudur temple employees provide clear direction to you (i.e. rest room, prayer room, information center) (SQ16) Responsiveness Borobudur temple authority agency management are always ready and eager to serve you (SQ17) Borobudur temple employees were never too busy to respond and help you quickly (SQ18) You get the best possible service from Borobudur temple employees (SQ19) You no longer queue at the entrance gate, because the ticket admission office deftly and swiftly address the line of visitors at Borobudur temple (SQ20) I am satisfied with my visit to Borobudur temple (TS1) I have enjoyed my visit to Borobudur temple (TS2) I am positive about revisiting Borobudur temple in the future (TS3) I will recommend Borobudur temple to others (FB1) I will say something positive about my experience during my visit in Borobudur temple to others (FB2) I will return to Yogjakarta and revisit Borobudur temple in the future (FB3) 4.1 Reliability and Validity of Measures 4. DATA ANALYSIS To analyze the reliability, this study employed the analysis of Cronbach alpha coefficients using SPSS 20. An instrument is considered reliable if it has a coefficient Cronbach alpha (α) of 0.6 or more (Sekaran and Bougie, 2009). The reliability statistics indicated that the data were considered reliable. The reliability test performed to indicate an acceptable degree of reliability. Therefore, that the data set used in this study can be analyzed further. To evaluate the validity of questions for each independent variable, factor analysis was conducted. With a sample of 200 respondents, Hair et al (2010) stated factor loadings in the range of 0.40 or greater are considered practically significant. Table 3 shows variables reliability and validity measures. 4.2 Multicollinearity Before proceeding to multiple regression analysis, there is also analysis for variance inflation factor (VIF) scores for the five dimensions of service quality through multicollinearity test. Multicollinearity is a case of multiple regression in which the independent variables are themselves highly correlated. Multicollinearity will occur if the VIF is greater than 10 (Hair et al, 2010). The test result of multicollinearity test was shown in the Table 4.

10 Table 3 Variables reliability and validity measures Variables Items Loadings Cronbach α Service Quality SQ1 SQ2 SQ3 SQ4 SQ5 SQ6 SQ7 SQ8 SQ9 SQ10 SQ11 SQ12 SQ13 SQ14 SQ15 SQ16 SQ17 SQ18 SQ19 SQ20 0,678 0,728 0,848 0,833 0,891 0,842 0,813 0,824 0,831 0,842 0,873 0,870 0,853 0,868 0,838 0,801 0,887 0,838 0,847 0,880 0,882 Tourist Satisfaction TS1 TS2 TS3 0,685 0,689 0,798 0,722 Future Behavioral Intentions FB1 FB2 FB3 0,816 0,790 0,784 0,758 Table 4 Multicollinearity test Five dimension of service quality Tolerance VIF Reliability Assurance Tangible Empathy Responsiveness

11 4.3 Test of research hypotheses The influence of the five dimensions of service quality on tourist satisfaction Determination coefficient was used to assess the influence of the five dimensions of service quality (reliability, assurance, tangible, empathy and responsiveness) as the independent variable on the dependent variable, which is tourist satisfaction. The result on Table 5 and 6 shows that the p-value the overall model was significant at p- value < 0.05 and five dimension of service quality has influenced on tourist satisfaction by 32.3%, while the remaining 67.7% was defined as the other factors, which not mentioned in this study. Table 5 Regression results Model R R Square Adjusted R Square Std Error of Estimate a a. Predictors: (Constant), total reliability, total assurance, total tangible, total empathy, total responsiveness Table 6 ANOVA results ANOVA a Model Sum of Squares df Mean Square F Sig. Regression b Residual Total a. Dependent Variable: total satisfaction b. Predictors: (Constant), total reliability, total assurance, total tangible, total empathy, total responsiveness Analysis of service quality most influential dimension on tourist satisfaction These studies use the T-test to trial the influence of the five dimensions of service quality on tourist satisfaction in partial regression coefficient. This study use hypothesis p-value at 5%. If p-value smaller than 0.05 then the first hypothesis is rejected, if p-value value bigger than 0.05 then the first hypothesis is accepted. The result on Table 7 shows that, tangible was recognized as the most influencing dimension of service quality that influence on tourist satisfaction, since the result of its Beta was the highest among other dimensions and has a value of

12 Table 7 T-test results Model Beta t-statistic Sig. Reliability à Tourist Satisfaction Assurance à Tourist Satisfaction Tangible à Tourist Satisfaction Empathy à Tourist Satisfaction Responsiveness à Tourist Satisfaction The Influence of tourist satisfaction on future behavioral intentions Determination coefficient was used to assess the influence of tourist satisfaction on future behavioral intentions. Table 8 shows that, the influence of satisfaction on behavioral intentions is equal to (56.4%). If the tourist satisfaction is increased by one unit of value and then it will increase the future behavioral intentions of Furthermore, the p-value the overall model was significant at p-value < Table 8 Determination coefficient results Coefficients a Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) Satisfaction a. Dependent Variable: future behavioral intentions The research hypotheses results are as follows. First, this study was analyzed whether or not the five dimension of service quality influence on tourist satisfaction. As the result of the analysis of Hypothesis 1, the five dimensions of service quality had an influence on tourist satisfaction. The influence was equal to or 32.3% (Adjusted R Square) and the p-value is equal to was smaller than the significance level (0.05). Therefore, the Hypothesis 1 that stated the five dimensions of service quality have an influence on tourist satisfaction is accepted. T-test analyses were adopted to reveal which service quality dimensions have most influential on tourist satisfaction. The results revealed that tangible was recognized as the most influencing dimension of service quality that influence on tourist satisfaction, followed with the second highest which was assurance (0.202), reliability (0.164), empathy (0.139) and responsiveness was recognized as the least important dimension of service quality that influence on tourist satisfaction, since the result of its Beta was the lowest among

13 other dimensions and has a value of However, at p-value < 0.05, all dimensions other than empathy and responsiveness had significant influence on tourist satisfaction. Second, this study was analyzed the influence of tourist satisfaction on future behavioral intentions. According to the result of Hypothesis 2, the p-value (0.000) was lower than the significance level (0.05). Thus Hypothesis 2 that stated the tourist satisfaction has an influence on tourist satisfaction is accepted. The influence of tourist satisfaction on future behavioral intentions is equal to or 56.4% (standardized beta). Accordingly, the higher the tourist satisfactions are, the higher the behavioral intentions of tourist to do recommend, say positive thing and revisit in the future. 5 CONCLUSION AND RECOMMENDATION 5.1 Conclusion The statistical analysis and empirical findings require evidence that there is an influence on five dimension of service quality on tourist satisfaction, as well as the influence of tourist satisfaction on future behavioral intentions. These result findings also support the theoretical background used in this study. This study suggests that (1) SERVQUAL model was successfully assessed in the culture heritage tourism in Indonesia. Therefore, to measuring and controlling service quality perceptions with SERVQUAL model from the perspective of local tourists is facilitating culture heritage tourism management to perform continuous improvement based on the understanding of tourist perceptions in terms of tourists needs and expectations, and (2) since tourist satisfaction is considered to be one of the most important predictor of future behavioral intentions, hence it s highly important to understand how tourists value their experiences in destination. It s important for culture heritage tourism management was able to device more effective marketing strategies and service delivery to meet tourists actual needs. Once tourists perceive their experiences valuable, the higher satisfaction would arise and furthermore the benefits of positive behaviors in the future could be brought out. This study found that tangible was the most influential dimension of service quality. Tourist is highly satisfied with the Borobudur temple s cleanness, which become as the main important destination attractions. The results of this study in contrast with the tourism studies by Kvist and Klefsjö (2006) and O neil et al (2000), who emphasized tangible as the least influencing dimensions for tourists. Moreover, responsiveness is recognized as the least influential dimension of service quality. This indicates that tourist felt that Borobudur temple employees are lack of desire or willingness to help customers and provide prompt service. This finding indicates that the number between employees in the field and the number of tourists are not

14 proportionate. The increasing number of tourists every day at Borobudur temple became one of the obstacles to Borobudur temple employees to be provides a prompt service as soon as possible to the tourist. 5.2 Recommendation This current research can be developed in other tourism destinations or similar cultural heritage sites, which then the results can be compared and benchmarked to enrich the academic study of hospitality research in terms of service quality, tourist satisfaction and future behavioral intentions at various tourist destinations. Also this study has some limitations and it expected that such limitations could suggest additional directions and guidelines for future study. First, this study is limited on quantitative approach; therefore, it is recommended that further studies can be developed by combine research methods i.e. quantitative and qualitative approaches with focus group discussion (FGD) and or in-depth interview. Second, this study is limited on number of samples; therefore, future studies must enlarged the sample size accordingly in which respondents consist of combination between domestic local tourist and foreign tourists. 6 MANAGERIAL IMPLICATIONS This study revealed that service quality has a fairly low influence on tourist satisfaction compared to the other factors, which not mentioned in this study. Hence, Borobudur temple authority agency management should improve and enhance tourist satisfaction by conducting a periodic post-evaluation of each service quality factors, which considered still far from tourists' needs and expectations. The goal for improving service quality is to make sure that tourist have received the benefits they expect to find in the Borobudur temple. Benefits received directly influence tourists decision on their willingness to recommend, say positive thing and revisit Borobudur temple in the future. Providing a good service quality is important but not good enough for Borobudur temple authority agency management to rely just on service quality to increase tourist satisfaction that creates positive future behavioral intentions. Other factors such as transportation and accessibility, destination attractions and tourism promotion were considered need to be noted due to those factors also play an important role in the success of culture heritage tourism business. Despite the necessity of Borobudur temple authority agency management on improving of all the service quality aspects to increase the willingness of domestic local tourist to perform behavioral intentions in the future, the focus should be also increased the promotional campaign to construct a new destination image of Borobudur temple to persuade and attract their new potential market and enhance the

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