RISK FACTORS TO TOURISM VISIT DECISIONS WITH DESTINATION IMAGE AS A MEDIATION: CASE STUDY OF RAWA PENING LAKE, INDONESIA

Abstract

The purpose of this study was to determine the risk factors that influence the decision to visit with the image of the destination as a mediating variable. A quantitative method for data processing using SPSS and AMOS - SEM software as instruments. The survey was conducted on 229 respondents who had visited Rawa Pening lake tourism, Central Java, Indonesia. The results obtained confirmed that the perception of cognitive risk and financial risk contributed greatly to the visit decision, either directly or through the mediation of cognitive attraction and effective image. While socio -psychological risk is less impactful even though it is through cognitive attraction and directly, the role of the affective image can bridge visitors to visit. The two mediators helped the community decide to visit this tourist area.