Journal Of World Science
Vol. 1 No. 11 (2022): Journal of World Science

Driving Night Travel Decisions with Local Wisdom Product Offers to Enhance the Travel Experience

Trenggono Trenggono (Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia, Semarang)
Mengku Marhendi (Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia, Semarang)
Haniek Listyorini (Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia, Semarang)

Article Info

Publish Date
10 Nov 2022


Introduction: Big cities in Indonesia intensify night tourism activities in their respective cities to increase tourist visits and provide a different atmosphere for the experience. This study aims firstly to examine how the influence of local wisdom product offerings typical of a destination on the decisions of night tourism entrepreneurs, secondly to explore the impact of local wisdom products on the travel experience, and thirdly to examine the effect of night tourism decisions. Method: To test this model, 100 tourist respondents were taken at several points of night tourism activities in Semarang City; Then, the data was processed using SEM PLS. Result: The partial hypothesis test shows the value of t - independent statistical variable of local wisdom product against the dependent variable of the travel experience of 1,449 < 1.96 and the importance of t - independent statistical variable of local wisdom product to the intervening variable of night travel decision of 15,336 > 1.96. Simultaneous hypothesis testing showed the importance of t - independent statistical variables of local wisdom products against dependent variables of travel experience through intervening variables of night travel decisions of 7.289 > 1.96. Conclusion: The first study shows that local wisdom products influence the decision to travel to the city of Semarang at night. Second, the development of local wisdom also influences the travel experience—a distinctive art. The three decisions of the following night tour affect the experience of travelling at night in the city of Semarang. Fourth, the decision to travel at night is a variable that mediates the travel experience.

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Journal Of World Science is a scientific journal in the form of research and can be accessed openly. This journal is published monthly by CV Riviera Publishing. Journal of World Science provides a means for ongoing discussion of relevant issues that fall within the focus and scope of the journal ...