Seaweed Tourism Destination Potential: The Importance of Subjective Knowledge, Destination Image, and Self-Congruity in Attracting Younger Generation Tourists

DOI

10.2991/978-94-6463-622-2_3How to use a DOI?

Keywords

Destination Image; Intention to Visit; Seaweed; Subjective Knowledge; Self-Congruity

Abstract

The purpose of this study was to examine how subjective knowledge, destination image, and self-congruity affect the intention of the younger generation on seaweed educational tourism in Nusa Penida Subdistrict, how subjective knowledge and self-congruity affect the destination image of the younger generation on seaweed educational tourism, how the role of destination image in mediating subjective knowledge on the intention to visit of the younger generation on seaweed educational tourism, and how the role of destination image in mediating self-congruity on the intention to visit of the younger generation on seaweed educational tourism in Nusa Penida District. The results of this study indicate that subjective knowledge, destination image, and self-congruity have a significant positive effect on the intention to visit, subjective knowledge and self-congruity have a considerable positive impact on destination image, destination image acts as a complementary mediation of the relationship between subjective knowledge and intention to visit, and destination image acts as a complementary mediation of the relationship between self-congruity and intention to visit. This research strengthens the theory of planned behavior in solving the challenges of young generation tourists’ interest in visiting seaweed tourism destinations. This study provides theoretical benefits by developing an in-depth understanding of the theory of planned behavior and the factors that influence young generation tourists’ interest in visiting seaweed tourism destinations, including subjective knowledge, destination image, and self-congruity. Practically, this research benefits tourism practitioners and local governments in designing more effective marketing and destination development strategies to attract the younger generation.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ni Wayan Merry Nirmala Yani
AU  - Ni Putu Lianda Ayu Puspita
AU  - Putu Tika Virginiya
PY  - 2024
DA  - 2024/12/31
TI  - Seaweed Tourism Destination Potential: The Importance of Subjective Knowledge, Destination Image, and Self-Congruity in Attracting Younger Generation Tourists
BT  - Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2024 (ICoSTAS-SAS 2024)
PB  - Atlantis Press
SP  - 12
EP  - 22
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-622-2_3
DO  - 10.2991/978-94-6463-622-2_3
ID  - Yani2024
ER  -