Destination Image Dimension: A Descriptive Analysis of Foreign Visitors At Borobudur, Indonesia

This study aims to determine the dominant factors forming the image in the context of tourism destinations. The quantitative method with the survey format chosen in this study, where the data obtained through convenience sampling were analyzed using Principal Component Analysis (PCA). The results showed that the image of Borobudur as a destination was formed by 4 dominant factors, namely: Core Attractions, Supporting Attractions, Services


INTRODUCTION 
From several studies show that the image has become one of the most important determinants on the decision to visit tourist destinations.Visitors' decision-making is one of the consumers behavior dimensions that are in the consumers' insight area.Numerous studies have pointed out the influence of tourism images on consumer behavior [1][2][3][4][5][6][7].In fact, destination image plays an important role in tourist behaviour during the various moments which make up a tourist's experience: in the decision-making process of choosing a destination (a priori); in the process of comparing expectations with experience, which precedes the state of satisfaction and perceived quality (in loco); and in the process of revisiting, spreading word of mouth and recommending the destination to friends and family (a posteriori) [8].
The concept of destination image has been used in tourism research since the early 1960s, and the influence of tourism images on the choice of destination has been considered by many researchers when they develop decision models [4, [9][10][11][12].There is a broad agreement that the destinations with stronger positive images will have a higher probability of being selected by tourists when they make their decisions [13,14].
The above description shows that the image of a destination will determine the tourists to be interested in coming and visiting the destination.It can be understood because the image of the destination is the impression  Correspondence address: Herlan Suherlan Email : hel@stp-bandung.ac.idAddress : Jl.Dr. Setiabudhi No. 186 Bandung 40141 of tourists in general to a tourist destination, acts, and influences in buying behavior and satisfaction, and understand the behavior of tourists in travel with the characteristics and patterns of tourism [15][16][17][18].
In the context of competitiveness, the destination image is one of the key sources of competitive advantage.When planning destination development, an emphasis must be placed on the formation of a positive image of the destination in the markets it targets to achieve a competitive edge over competing destination.The image of a tourism destination responds to the needs of tourists seeking a choice within diversified tourist supply, but with a humane component that includes elements of the tourism destination's uniqueness.There is a great need to develop a distinctive destination image as it is the foundation of the destination's positioning, providing it with particularities and differentiating it from competitors [19].
From some of the above, it can be concluded that the image of the destination has a very vital role in the management of tourism destinations at this time.But, from some research results about the concept of the destination image, it is seen that the factors forming the destination image are still not steady and from many studies on the factors that form the destination image has different results.For that, this research would like to find the factors of the destination image again, to contribute to the concept of the destination image for steadier.Brand image is an important concept in consumer behavior [22][23][24].Research during the past three decades has demonstrated that the image of a place is a valuable concept in understanding the destination selection process of tourists.Many studies have focused on the relationship between destination image and consumer behavior [4][5][6][25][26][27].

Brand Image
Brand image is a set of consumer beliefs about a particular brand, which is reflected by the consumer, by holding on to the memory to form a certain picture of a trace of meaning left in the minds of consumers [28][29][30][31].Brand image is a representation of the overall perception of the brand and is shaped by the information and knowledge of the brand.The image of the brand relates to an attitude in the form of beliefs and preferences to a brand, where consumers who have a positive image of a brand will be more likely to make a purchase [32].
Brand image is a multidimensional construct [33] and consists of functional and symbolic brand benefits [34].Similar to the strong interest in studying brand image for the past three decades, destination image has been a dominating area of tourism research [35].

Destination Image
The brand image of a destination is called destination image.There is broad agreement that destination image represents a consumer's overall perception or impression of a destination after they experienced it [4, 36,37] or the psychological representation of a place [4,13].Therefore, it is reasonable to assume that an image will have an impact on consumers' behavior when they shop for a tourist destination [4,36,38].In the tourism industry, many researchers have investigated the importance of understanding forces that influence image development [4,5,39,40].
The cognitive component of the image describes the beliefs and information that people have about a place, generally coming as a result of the evaluation of the people living in that place and the events taking place in that place.Cognition is the sum of what is known about a destination, which may be organic or induced [27,42,51].In other words, this is awareness, knowledge or beliefs, which may or may not have been derived from a previous visit.After all, destination images can only exist if there is at least a small amount of knowledge [42,52].
The affective component refers to the evaluation stage concerning the feelings that the individual associates with the place of the visit [8,43,44,[53][54][55].The affective or element describes what people feel about a place, like or dislike of a place [23,[55][56][57].
The conative component comprises action, i.e., the individual's actual conduct or intention to revisit and recommend the destination to others [8,42,[45][46][47]54,58].The conative image is analogous to behavior since it is the intent or action component.Intent refers to the likelihood of brand purchase [42].
The majority of studies confine to assess the cognitive dimensions of destination image [35].Some notable exceptions exist that combine both cognitive and affective components.In terms of method, researchers have a strong preference for structured research designs.Five to seven points semantic differential and Likert-type scales are most common among researchers [59][60][61].As A Descriptive Analysis of Foreign Visitors at Borobudur, Indonesia (Suherlan & Hidayah) for the number of destination image attributes, it diverges largely from 4 [53] to 48 [62].
To date, most studies dealing with the assessment of destination image were predominantly concerned with the measurement of cognitive aspects, which are usually related to certain attributes a destination has.It has resulted in the negligence of affective and conative image components, which are more difficult to detect.Although it is assumed that they play an even more crucial role in destination image formation [50] as the affective domain represents emotions of either positive, negative, or neutral nature towards a destination.Hence indicates the likelihood of choosing a certain destination over another [63], and the conative domain represents the intention to return and loyalty.The latter is even more important in a competitive environment such as events [64].
To measure the destination image, Coban provides a clearer direction and can be seen from six aspects: (1) Tourist attractions, assessing nightlife and entertainment, restaurant quality, varieties of shopping opportunities, and local food; (2) basic facilities, assessing security and safety, community hospitality, service standards, and local tour and recreation; (3) cultural attractions, assessing landscapes, cultural attractions, and cultural heritage; (4) touristy substructures and access possibilities, assessing tourism information, accessibility, and foreign language abilities; and (5) natural environments, assessing polluted environments, weather, and climate; and (6) variety and economic factors compose, assessing tourist spending, activity varieties, and accommodation quality [56].Some research results indicate that the perception of tourists is influenced by factors such as historical and cultural attractions, affordability of destinations, travel environment, natural attractions, entertainment and infrastructure.The results of this study imply that building a destination image must be balanced by factors such as infrastructure and facilities, cultural attractions, natural attractions, destination safety and hygiene, friendly locals and a quiet atmosphere, service and affordability.

MATERIAL AND METHOD
This research uses a quantitative method with a deductive approach.Principal Component Analysis (PCA) is used to find the factors that can shape the image of the destination with the cognitive, affective, and conative approach method.

Data Collection
Data were collected in Borobudur, Indonesia, for around two weeks.To participate in the survey, respondents were approached with convenience sampling.That sampling method was taken because it was more suitable to the situation faced by the researcher, in which the population characteristics are not known with certainty or infinite.The distribution of questionnaires with this technique produced 150 samples.In general, respondents were responsive and willing to participate, and refusal rates were predominantly low (±5%).
In this research, validity testing was performed using the Statistical Package Social Science program (SPSS-IBM, 24).From the 17 items of the manifest variable, two invalid items are item number one and number four.Both of these items are still used in this research by fixing the item statement.For reliability testing, this study using Alpha Cronbach with a result of 0.7, which means the questionnaire used is quite reliable.

Profile of Respondents
Based on country of origin, the majority of respondents came from Germany, Netherlands, France, Britain, and other European countries.

Data Analysis Technique
The main data analysis technique used in this study was factor analysis to look for interdependence relationships between variables to identify the dimensions or factors that create them.The calculation of factor analysis was done with SPSS-IBM 24 software with following steps [65]

RESULT AND DISCUSSION
The response of foreign tourists to the image of Borobudur consisting of six dimensions: tourist attractions, basic facilities, cultural attractions, sub-structures of tourists and access, variability and economic factors, and emotional factors, as measured by 17 manifest variables (Table 2).Of the 17 items used to measure the image of Borobudur, it appears that the overall image of Borobudur is considered positive in the eyes of foreign tourists.An overview of the perception of foreign tourists to Borobudur can be seen from the results of the descriptive statistics (Table 3).From Table 3, the average image score of 3.99 shows that the eyes of foreign tourists view the positive image of Borobudur, where the variation of foreign tourist image to Borobudur is quite homogeneous, as seen from the variance coefficient of 12% (standard deviation ratio to average).The skewness price of statistics is 0.076 (greater than 0), which means the data distribution is leaning or extending to the right (the tail is right/positive), and the value of the statistical kurtosis is 0.587 < 3, which means that the shape of the data distribution has the peak almost flat but not symmetrical (Fig. 1).The skewness of the visual image scores distribution shows that the slope of the data distribution ramps to the right (the tail is leaning right/positive) where the mean value is more than the median and mode (mean> median> mode).It means that the majority of foreign tourists tend to have a positive view of Borobudur as a destination.Borobudur image measurement according to the view of tourists was using 17 variables manifest (indicator).The determination of manifest variables that are considered feasible to enter the factor analysis phase is tested by the Bartlett test of sphericity and the measurement of MSA (Measure of Sampling Adequacy).The first test involving 17 result variables obtained shows that there are 5 variables whose MSA value below 0.5 so removed from the matrix and leaving 12 variables for further processing of factoring and validation of factors formed by dividing the sample into two parts (case 1: samples 1-75, case 2: 76-150), then compare the results of case 1 and case 2 factors with the initial factoring.If the above three factors (the whole sample), the factors for case 1 (samples 1-75) and case 2 (samples 76-150), particularly on the matrix component, parts are compared, are seen that all still referring to the final result 4 (four) factors, although factor loading rates vary.In other words, the separation of cases into two parts does not change the number of factors generated, and certainly also the interpretation.
It means that the initial factor is stable, and that factor can be generalized to the population [65], in this case, foreign tourists visiting Borobudur at the time of the research.Thus, this study yields four image-forming factors with the factor names are: Core Attraction, Supporting Attraction, Services, and Experiences (Table 4).By using SPSS, it can be concluded that the significance of F test <0,05 so that it can be concluded that the linear regression model is estimated to be used to explain the effect of image-forming factors (Core Attraction, Supporting Attraction, Services, and Experiences) as independent variables to the image as the dependent variable.The probability value of the t-test of free variables CORE, SUPP, SERV, and EXP of 0.000 is smaller than 0.05 so that all free variables (Core Attraction, Supporting Attraction, Services, and Experiences) have a significant effect on image formation.
The Standardized Coefficients Beta column in Table 5 shows the magnitude of the direct effect coefficient of the Core Attraction Supporting Attraction, Services, Experiences to Image.The magnitude of the contribution of each factor in shaping the image is more clearl Core attraction has the biggest influence on the image of Borobudur, which is equal to 29.38%.Supporting attraction and services give the second and third influence on Borobudur image, which is 26.11% and 22.37%.Meanwhile, the factor experiences has the lowest impact to the image of Borobudur that is equal to 21.81%.The causal relationship of Core Attraction Supporting Attraction, Services, Experiences to Image and gives an idea of how the causal relation of image formers is expressed in standardized regression coefficients (direct effect), where the core attraction factor is a form factor with the greatest contribution to the image, followed by supporting attraction, services and experiences (Fig. 2). Figure 2

Core Attraction
• The scenery of Borobudur and its surroundings is amazingly beautiful.23.14 • Borobudur is rich in cultural attractions.12.32 • Borobudur provides various tour activities. 12.32

Support Attraction
• Borobudur provides many varieties for shopping.The result of research, which produces dominant factors of the image forming Borobudur, namely core attraction, supporting attraction, services and experiences, increasingly emphasized that the image of a destination will be good in the eyes of tourists when four components of image formers are packaged and well managed.A better image of a destination will make tourists visit the destination.The results of this study are in line with and strengthen the results of previous research conducted by Roostika in 2012 with the title of Tourism Destination Image and Tourist Behavior.The study showed that tourism as a form of service is identical with the image, so the brand image must be able to be developed in a positive direction [66].
Having a positive image of the expected tourists will build a positive perception and make decisions to visit.The results of this study support the Kalebos in 2016 research where the image of tourist destination affects the satisfaction of foreign tourists in Indonesia [67].
Destination image can affect tourist satisfaction and tourist loyalty.Tourist satisfaction with tourist destinations will bring in loyal tourists, who will come repeatedly.Therefore, objectively, a tourist spot must be able to become a destination that can serve various needs and supporting tourism facilities [68][69][70].
This research is also in line with Suradnya [71] about the perception of tourists visiting Borobudur tourist destination and its implications for market segmentation and strategy to position it.Suradnya identified eight factors that become attractions for tourists to choose Borobudur as a tourist destination.The factors are: (1) Prices are reasonable for tourism products, (2) Culture with all forms of attraction, (3) beach with attractions offered, (4) leisure during travel, (5) Opportunity for relaxation, (6) image or reputation or big-name owned by Borobudur, (7) natural beauty, and (8) hospitality of the local people.
The previous brand image study involved many tangible product images, and still rarely studies that specifically examine the brand image of tourist destinations empirically.The theoretical implication of this research is the model of the influence of the brand image of the tourist destination on the replicated tourist behavior in Borobudur enriches the science of marketing and tourism.It also strengthens the theory that states the positive influence of the brand image of the tourist destination on the positive behavior of tourists in the geographical sphere of the developing country.
The practical implication, in this case, is that stakeholders in the tourism sector need to be more proactive in responding to the phenomenon of national and global tourism development.The marketing strategy must be well planned through structured research and involving tourism stakeholders.Indonesia (especially Borobudur), as an area that has a lot of tourism potential, needs to be properly managed to become a tourist destination with international standards.The government cannot act alone, and of course, other stakeholders, especially the community, must be involved in shaping the brand image of a tourist destination.It is because the image must be a reflection of the spirit of daily life and the culture of the local community.Furthermore, this condition is what distinguishes this area from other destinations.

CONCLUSION
From the 17 initial variables used as image formers, there are 12 variables and dominant factors that form the image of Borobudur, namely core attraction, supporting attraction, services, and experiences, where core attraction gives the greatest influence to the destination image.Meanwhile, the supporting attraction and services factors have the second and third largest impacts on the destination image, while the factor experiences give the lowest impact on the image of the destination.
This study has implications for Borobudur's management and other destination managers.First, the management must concentrate more on the forming factors of images, namely core attraction, supporting attraction, services, and experiences, because these four factors greatly influence the intention to visit Borobudur.Secondly, improvements need to be made by Borobudur managers to increase visits there.However, these improvements must be done by prioritizing the improvement of elements related to core attraction and supporting attraction as the priority and elements related to services and experiences as a second priority.

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Descriptive Analysis of Foreign Visitors at Borobudur, Indonesia (Suherlan & Hidayah) J. Ind. Tour.Dev.Std., Vol.9, No.2, April 2021 also explains how the four factors consisting of core attraction, supporting attraction, services, and experiences are each formed by three manifest variables.

Figure 2 .Tables 6 .
Figure 2. The causal relationship of the image

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Descriptive Analysis of Foreign Visitors at Borobudur, Indonesia (Suherlan & Hidayah) J. Ind. Tour.Dev.Std., Vol.9, No.2, April 2021 This research is a conceptual work to evaluate the latest empirically about the image of tourist destinations.This research is a confirmation of the existence of Borobudur tourism attraction by involving the participation of tourists, who in this case are tourists from Europe.This research is expected to produce meaningful information for Borobudur tourism sustainability.In this context, what is important to be studied is the attractiveness of Borobudur and the motivation of tourists from Europe traveling to Borobudur.