THE IMPACT OF RAJA AMPAT TRAVEL VIDEO BLOG EXPOSURE THROUGH FAMILIARITY, COGNITIVE AND AFFECTIVE DESTINATION IMAGE TOWARDS INTENTION TO VISIT

Abstract

Purpose: The purpose of this research is to find the impact of Raja Ampat travel video blog exposure through familiarity, cognitive and affective destination image towards intention to visit. Design/Methodology/Approach: This is quantitative research that applied multiple regressions as a method. The primary data was collected from 217 valid questionnaires, which consist of 23 construct measurement items from 4 variables, the willingness to fill the questionnaire, the experience of watching travel video blog about Raja Ampat, gender, age and occupation. The respondents are coming from people who have watched travel video blog about Raja Ampat. The data were tested its validity, reliability, which resulted to be valid and reliable. Findings: This research found that the exposure of Raja Ampat in travel video blog through familiarity, cognitive and affective destination image are simultaneously and individually has a significant influence towards intention to visit. Originality/Value: This research used the previous study with the title “The Impact of Destination Exposure in Reality Shows on Destination Image, Familiarity and Travel Intention” (Mege & Aruan, 2017), this research is believed to be the first conducted with different location which is Raja Ampat and media which is travel video blog.