Pengaruh Ambience dan Music terhadap Behavioral Intention Pengunjung Wisata Kuliner di Daerah Istimewa Yogyakarta

Qothrunnada Qissya Alya; Afrilia Elizabeth Sagala; Ida Ayu Kadek Rachmawati

doi:10.62383/tamasya.v3i3.1254

Authors

Qothrunnada Qissya Alya Sekolah Tinggi Pariwisata Sahid Surakarta
Afrilia Elizabeth Sagala Sekolah Tinggi Pariwisata Sahid Surakarta
Ida Ayu Kadek Rachmawati Sekolah Tinggi Pariwisata Sahid Surakarta

DOI:

https://doi.org/10.62383/tamasya.v3i3.1254

Keywords:

Ambience, Behavioral Intention, Culinary Tourism, Music, Yogyakarta

Abstract

This study aims to examine the impact of atmosphere and music on the behavioral intentions of culinary tourism visitors in the Special Region of Yogyakarta, either partial or simultaneous. This study uses a quantitative methodology characterized by causal associative design. The research sample consisted of 97 respondents selected by the purposive sampling method. Data were obtained using a questionnaire with a Likert scale and then analyzed through multiple linear regression using IBM SPSS Statistics version 24. The study showed that ambience had a positive and significant effect on behavioral intention with a t-value of 6.158 and a significance of 0.000. Music had a positive and significant effect on behavioral intention with a t-value of 4.933 and a significance of 0.000. Simultaneously, ambience and music had a significant effect on behavioral intention with a value of F of 144.123 and a significance of 0.000. The Adjusted R Square value of 0.749 shows that ambience and music together explain 74.9% of the variation in behavioral intention, while the remaining 25.1% is explained by other factors outside the research model. Ambience has a more dominant influence than music with standardized beta values of 0.510 and 0.408, respectively. This finding strengthens environmental conditions and music can play a role in shaping the behavioral intention of culinary tourism visitors, especially in the context of angkringan as a form of culinary tourism in the Special Region of Yogyakarta.

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