UNDERSTANDING TOURIST INERTIA BASED ON DESTINATION SERVICE QUALITY: ROLE OF PERCEIVED VALUE AND PERCEIVED RISK

The growth of tourism has occurred all over the world, including in big cities Indonesia. It is interesting to discuss that destination service providers are currently competing retain their tourists. This study examines relationship between quality and tourist inertia through perceived value risk. A on destinations Bandung, Yogyakarta Bali using a survey method with Structural Equation Modeling analysis technique revealed positive effect negative Perceived inertia, but risk not proven have an inertia. Thus, these findings expand role intervention from theory planned behaviour, especially aspect behavioural control. Implications, limitations, future directions included at end article.