TOURISM SHOPPING BEHAVIOR: THE ROLE OF DESTINATION IMAGE AND PERCEIVED QUALITY ON WORD OF MOUTH

Tourism industry is now one of the most prominent sectors for supporting economic growth. Increasing wealth, technology and education have made people spend more on leisure activities. Shopping is one of important activities when travelling in the destination areas. Tourists can purchase unique products and experiences they cannot find in their home countries. Even though destination image perception is commonly discussed in the tourism literature, there is limited discussions in the context of tourism shopping. The focus of this study is to analyze tourists shopping behaviors in the tourism destination. More specifically, the model of this study tries to explain the role of destination image on perceived quality and word-of-mouth of tourism shopping. This study was conducted in five major tourism shopping in Yogyakarta (Malioboro, Mirota Batik, Beringharjo Market, Pasar Legi Kotagede Market, and surrounding souvenir centers). Questionnaires were gathered from 280 valid samples and analyzed using Partial Least Squares-Structural Equation Modeling Method. Five Parasuraman's service quality dimensions (tangible, assurance, responsiveness, reliability and empathy) were found to be dimensions that built perceived quality in tourism shopping. This study found the significant impact of destination image on tourists' perceived quality and further word-of-mouth intentions. With the advance use of internet applications, word-of-mouth intentions has been increasingly studied since the impact is considered more extensive.