20, April 2025

The role of product knowledge, destination attractiveness, perceived uniqueness, and destination image on intention to stay overnight: a moderated mediation analysis

VOLUME-11; ISSUE-4; APR-2025

Author(s): 1 Ni Wayan Setyaningsih, 2 Tjokorda Gde Raka Sukawati, 3 I Putu Gde Sukaatmadja, 4 Gede Suparna

Authors Affiliations:

1Student,   2,3,4Lecturer,

1,2,3,4Lecturer, Economics and Business Faculty, Udayana University, Bali, Indonesia

DOIs:10.2015/IJIRMF/202504038     |     Paper ID: IJIRMF202504038


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Abstract:  Penglipuran is a cultural tourism village that has been awarded as the cleanest village in the world (2016) and one of the best tourism villages in the world by UNWTO (2023). There has been a significant increase in the number of tourist visits to Penglipuran, however the occupancy rate of the homestays is fluctuating and each month is below 20 percent of the rooms available. The increasing number of tourists visit should be able to give a positive influence on the occupancy rate of homestay, but in reality, there is a gap on its. No previous research has been found that examines the problem of homestay occupancy rates that occurred in Penglipuran. Based on that, research was conducted to determine consumer behaviour regarding the existence of homestays. This research refers to the theory of planned behaviour, aims to explain and analyse the relationship between product knowledge, destination image, destination attractiveness, and perceived uniqueness on intention to stay overnight, which is tested using technical structural equation modelling analysis based on partial least squares. The research result shows that the destination attractiveness, perceived uniqueness, and destination image has a positive and significant effect on the intention to stay overnight in homestay. This mediated-moderation analysis also proves that product knowledge plays a moderating role on the effect of destination attractiveness on intention to stay through destination image. But, in the other hand, product knowledge does not play a moderating role on the effect of perceived uniqueness on intention to stay through destination image.

     
Key Words:  homestay, attractiveness, uniqueness, knowledge, intention to stay.

Ni Wayan Setyaningsih, Tjokorda Gde Raka Sukawati, I Putu Gde Sukaatmadja, Gede Suparna (2025); The role of product knowledge, destination attractiveness, perceived uniqueness, and destination image on intention to stay overnight: a moderated mediation analysis, International Journal for Innovative Research in Multidisciplinary Field, ISSN(O): 2455-0620, Vol-11, Issue-4, Pp.271-281.         Available on –   https://www.ijirmf.com/

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