Tourists' behavior within four sections

Descriptive Statistics

As it is showed from the descriptive statistics for the section II of the survey of this study, most of their responses to the questionnaire were from 4 (neutral) to 7 (strongly agree).

It is also meant that the tourists somewhat or mostly agree with the statements mentioned in the survey. As per the pre-travel behavior, the top two highest score of mean were the statement of “I search for idea about travel when beginning from the virtual community”

(Mean = 6.06), and “I search for information about destinations from the virtual community”

(Mean = 6.06), and the least one of them was “I am influenced by reviews and/or comments of the others about tourism products from the virtual community” (Mean = 5.49). Specific information was shown as below:

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Table 3: The tourists‟ behavior in the pre-travel section.

Tourists‟ behavior

(N = 310, 7-point Likert scale: 1 = Strongly Disagree, 7 = Strongly Agree) Mean (SD) I search for idea about travel when beginning from the virtual community 6.06 (0.698) I search for information about destinations from the virtual community 6.06 (0.759) I am influenced by reviews and/or comments of the others about tourism

products from the virtual community 5.49 (1.082)

Source: Research results

As per the during-travel behavior, the top two highest score of mean were the statement of “I stay connect with friends and the others on the internet” (Mean = 5.83), and “I share photos and videos about my trip on the virtual community” (Mean = 5.79), and the least one was “the others „comments and/or reviews, from the virtual community, about tourism products can change my original plan” (Mean = 5.43). Specific information was shown as below:

Table 4: The tourists‟ behavior in the during-travel section.

Tourists‟ behavior

(N = 310, 7-point Likert scale: 1 = Strongly Disagree, 7 = Strongly Agree) Mean (SD) I stay connect with friends and the others on the internet 5.83 (0.871) I share photos and videos about my trip to the virtual community 5.79 (0.843) The others „comments and/or reviews, from the virtual community, about

tourism products can change my original plan 5.43 (1.169)

Source: Research results

As per the plan on post-travel behavior, the highest score of mean was “I share photos or videos about my trip on the virtual community” (Mean = 5.81), and the least one was “I provide evaluation and reviews about my suppliers and/or my destinations to the virtual community” (Mean = 5.52). Specific information was shown as below:

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Table 5: The tourists' behavior in the plan on the post-travel section.

Tourists‟ behavior

(N = 310, 7-point Likert scale: 1 = Strongly Disagree, 7 = Strongly Agree) Mean (SD) I share photos or videos about my trip to the virtual community 5.81 (0.871) I provide evaluation and reviews about my suppliers and/or my

destinations to the virtual community 5.52 (1.096)

Source: Research results

As per the purchasing decision on tourism products, the highest score of mean was “I will give recommendation to my friends, relatives and/or other travelers on the virtual community when they make plan on their trip” (Mean = 5.75), and the least one was “I will tell the others not to buy the tourism products which I did not enjoy” (Mean = 5.41). Specific information was shown as below:

Table 6: The tourists‟ behavior in the purchasing decision on tourism products session

Tourists‟ behavior

(N = 310, 7-point Likert scale: 1 = Strongly Disagree, 7 = Strongly Agree) Mean (SD) I will give recommendation to my friends, relatives and/or other travelers

on the virtual community when they make plan on their trip 5.75 (0.870) I will tell the others not to buy the tourism products which I did not enjoy 5.41 (1.237) Source: Research results

The descriptive statistics showed the mean among PRE (pre-travel behavior), DU (during-travel behavior), POS (plan on post-travel behavior), and PD (purchasing decision on tourism products). According to the mean score, it is ranked that PRE was the highest one (Mean = 5.88), and the least one was PD (Mean = 5.5). the specific information was shown in Table 7 of the tourists' behavior in four sessions as below:

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Table 7: Tourists‟ behavior in four sections (PRE, DU, POS, PD).

Tourists‟ behavior Mean (SD)

PRE 5.88 (0.07)

POS 5.69 (0.09)

DU 5.68 (0.08)

PD 5.53 (0.09)

According to the analysis above, it is ranked from the highest number to the lowest one, it can be seen that most of the respondents had the mean score from 5.5 to 5.9, it is also said that most of the tourists did agree with the statements mentioned in the survey. Since the statements were mentioned in the survey tried to prove that the tourists‟ behavior of the PRE (pre-travel behavior), DU (during travel behavior) and POS (plan on post-travel behavior) section do have positively influenced the purchasing decision on tourism products, so it also can be meant that the collected data from this survey are qualified and met the main points of this study.

Regression Analysis

This study included variables (dependent and independent) which were tested to check the relationship among them. The regression analysis is undertaken to get the final results and outcome of the hypotheses mentioned in the given study. the outcome of the regression analysis did reveal significance among the variables of PRE (p-value = 0.000), DU (p-value = 0.000), and POS (p-value = 0.000), this also meant that they are all significant on the dependent variables (PD). The results of the regression analysis are presented below in Table 8 respectively.

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Table 8: Coefficients Variables Resulting from Multiple Regression Analysis (PRE, DU, POS).

The table 8 showed that there existed the significance among the variables of PRE, DU, and POS since all of the p-value of them are lower than 0.05. Moreover, the t-value from the table, it is said that the t-value of the variables of PRE, DU, and POS are all positive number.

The R Square (R) of these three variables (PRE, DU, POS) are 74 percent, this is also an explanation for the given hypotheses of this study. Therefore, it is definitely can be said that the hypothesis 1, hypothesis 2, and hypothesis 3 are accepted.

Table 9: Regression analysis results for the first three hypotheses.

Hypothesis

Coefficient

() P-Value

H1 - the Pre-travel behavior of the tourists positively

influences on purchasing decision on tourism products. 0.173 0.000 H2 - the During-travel behavior of the tourists positively

influences on purchasing decision on tourism products. 0.280 0.000 H3 – Plan on the post-travel behavior of the tourists

positively influences on purchasing decision on tourism products.

0.474 0.000

Source: Research results

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