Traveler's Perspective on Awareness and Perceived Usefulness from Social Enterprise Management in Community Tourism on the Travel Intention
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Abstract
In this research investigation, the researcher examines (1) the level of tourist perception of social enterprise development, awareness, benefits from tourism, confidence, and participation in tourism promotion affecting tourism intention; and (2) the influence of antecedents of tourist perception in the aspects of awareness and benefits from tourism through tourist perception in the aspects of confidence and participation in tourism promotion leading to tourism intention.
Findings showed that tourist perception in the aspect of awareness (AW) exhibited the total influence on tourism intention at the highest level of 0.886, higher than benefits from tourism. This means that tourists had knowledge, understanding, and awareness of the conservation of natural community resources with social enterprise management at a high level. The mediator, participation in tourism promotion, exhibited the total influence on tourism intention four times higher than the factor of confidence. The correlation coefficients of the factors of confidence, participation in tourism promotion, and tourism intention were 0.599, 0.471, and 0.844, respectively. This means that tourist attractions concerning the environment need to encourage participation in tourism promotion at a high level in order to raise the level of tourism intention for the environment.
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