C24 - The Effect of Advertising and Price Discounts on the Interest of Tourists to Stay at Hotel (Staycation) During the Covid-19 Pandemic with Health Risk Perception as Moderating Variable

SAUFI, AKHMAD and Eliza, Yusnita and Baiq, Handayani (2021) C24 - The Effect of Advertising and Price Discounts on the Interest of Tourists to Stay at Hotel (Staycation) During the Covid-19 Pandemic with Health Risk Perception as Moderating Variable. International Journal of Multicultural and Multireligious Understanding, 8 (9). pp. 80-90. ISSN 2364-5369

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Abstract

This study aims to analyze and determine the significance of the effect of advertising and price discounts on interest in staying at hotels (staycation) during the Covid-19 pandemic, and to determine the role of health risk perception in moderating the relationship between advertising and price discounts on interest of tourist in staying at hotels in Lombok Island. The type of research used is causal research. The population in this study is the people of the island of Lombok aged between 20 to 60 years old and above. The number of sample taken was as many as 131 people. Purposive sampling technique was adapted to determine the sample, and data was analyzed using SEM-PLS (Structural Equation Model – Partial Least Square) analysis on the SmartPLS version 2.0 application. The results showed that advertising and price discounts had a significant effect on people's interest to stay at hotels in Lombok, however health risk perceptions did not moderate the effect of advertising and price discounts on interest in staying. Therefore, future researchers can conduct further research on the subject by considering various factors and also on different research areas.

Item Type: Article
Keywords (Kata Kunci): Advertising; Price Discount; Interest on Staying; Health Risk Perception
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi
Depositing User: H. Ahmad Saufi, SE., M.Bus., Ph.D
Date Deposited: 12 Jun 2023 08:29
Last Modified: 12 Jun 2023 08:29
URI: http://eprints.unram.ac.id/id/eprint/39481

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