SHOPPING DESTINATION: THE ROLE OF DESTINATION IMAGE, PERCEIVED QUALITY AND PERCEIVED

Abstract

Shopping has become a part of tourism experience and it is one of the most important motivators for tourism. In order to attract tourists to come to visit, a destination should have a favorable image. Furthermore, quality and value perceive by tourists in a shopping destination are also considered to be very important to influence the spread of positive word-of-mouth towards a shopping destination. However, in the context of tourist destinations, these concepts have never been empirically investigated. Therefore, the aim of this research is to extend the theoretical concepts and evaluates the empirical evidence of the relationship between destination image, perceived quality and perceived value on word-of-mouth towards a shopping destination. The result drawn from a sample of 280 domestic tourists in Yogyakarta, show that destination image, perceived quality and perceived value have a significant influence on word-of-mouth. Furthermore, this study reveals that the development of a city into a shopping destination is only possible if the city is simultaneously developed into an attractive destination.