PERCEIVED RISK AS A MEDIATOR OF SENIOR TOURIST SUBJECTIVE NORM & TRAVEL INTENTION POST PANDEMIC IN INDONESIA Rahmat Priyanto (ab*), Ratih Hurriyati (a), Bambang Widjajanta (a), Agus Rahayu (a), Disman (a), Lili Adi Wibowo(a)
a. STP Ars Internasional
b. Universitas Pendidikan Indonesia
Abstract
Senior tourists are a group of tourists over 50 years old. The potential of senior tourists is very high in driving tourism economic growth. Currently Post Covid 19, the government has opened the door to national tourism for domestic and foreign tourists. Senior tourists are a group of tourists at risk of being affected by Covid 19 due to age and health factors, considering that Covid 19 sufferers still exist even though the number has decreased sharply. This study aims to analyze the travel intention of senior tourists through subjective norm as an exogenous variable and perceived risk as a mediator variable. Survey research activities were distributed to 100 senior tourists in the city of Bandung as a research sample. The research mediator analysis is based on the simple mediation model number 4 from Hayes using Process V.42 and SPSS 24. The test results in this study indicate that Subjective Norm directly has a significant effect on Post Covid 19 Senior Tourist Travel Intention. Then Perceived Risk as a research mediator cannot influence Subjective Norm on Post Covid 19 Senior Tourist Travel Intention. This research provides further understanding of the behavior of senior tourists after Covid 19 in Indonesia.
Keywords: Subjective Norm, Perceived Risk, Travel Intention, Post Covid 19
Topic: Marketing Management, Relationship Marketing, Service Marketing
