Corresponding Author: Haniek
Listyorini
E-mail: [email protected]
INTRODUCTION
Since March 2020, Indonesia has felt the
Covid-19 pandemic which has caused the government to impose restrictions on
gatherings (Nasruddin
& Haq, 2020). However, in line with the government's
ability to overcome the spread of Covid-19, since October 2021, permits have
been granted for socio-cultural activities such as organizing music events,
cultural arts, exhibitions, etc. However, these activities must implement
strict health protocols.
Previous research
explained that events are considered necessary for the development of tourism
in an area. Various East Java events bring domestic and foreign tourists (Prilia, 2018). Meanwhile, Banyuwangi
Regency's strategy of diversity and authenticity of events, both food, sports,
fashion and music events, has successfully become an essential destination in East Java (Brida, Disegna, & Osti, 2013) (Kurniawan, 2019). Central Java also
provides evidence of events' importance for the destination's reputation. The
Village-level Dieng Culture Festival (DCF) or the haircut ceremony "Anak
Rambut Dreadlocks" developed into the most significant event in Central
Java, even becoming one of Indonesia's most popular cultural events. The event's
success can uplift the local culture and promote the destination (Prilia, 2018). Events as a destination
promotion tool and also a tool to encourage tourist spending in the context of
global competitiveness (Connell, Page, & Meyer, 2015) (Sinurat & Rudianto, 2022).
During the Covid-19
pandemic, many tourist villages are discouraged from developing their
respective destinations. But the opening of meeting permits provides an
opportunity for recovery strategies to increase visitation interest, introduce
destination names and increase tourist spending. Travelers want to participate in cultural
events (Surwiyanta,
2021). Elements of cultural tourism that can
attract tourists include: language, society, handicrafts, food, music and art,
history, livelihood, religion, and building architecture (Supriono,
2020).
The importance of events
in destination development is realized by the manager of the Branjang Tourism
Village, Semarang Regency. Branjang village has several agricultural traditions that are still
preserved, namely Iriban, Tingkep Tandur,
Nyadran and others. Traditional ceremonies are carried out to maintain
customs but have not been used as a tourist attraction. Branjang village has
traditional art groups with facilities and costumes, lumping horse dance
groups, reog, various conventional dances, gejuk lesung music, karawitan, and
tambourine. Children perform dancers and performers of music to adults.
However, art is an exercise activity and has not been used as a cultural
tourist attraction. Another potential is the creative economy field with
handicrafts such as resin decorations, aquarium decorations, coconut bonsai,
and typical culinary. The name branjang village is not yet widely known, and it
has not brought many tourist visits. Although it has been promoted to social
media and achieved the top 300 best tourist villages in the 2021 Indonesian
Tourism Village Award, it has not produced tourist visits.
In addition to online promotion, destinations need to be promoted offline,
among others, through events. To accelerate popularity and increase tourist
visits, Branjang Village, together with STIEPARI Semarang, designed the "Branjangan
Cultural Degree" event to introduce all the potential of tourist villages
and increase visits. This increase in visits is expected to be a factor driving
start-up tourism villages to become developing tourist villages.
This study first aimed to analyze the effect
of event authenticity on event attendance. The second explores the impact of
event attendance on destination promotion. The third examines the direct effect
of actual authenticity on destination promotion. The fourth proves the
mediation of event attendance in the influence of event authenticity on
destination promotion. The results of this study are also expected to be a
model for the promotion of other tourist villages.
METHOD
This research was conducted in Branjang Tourism Village,
which held a 2-day Cultural Event in July 2022. This research method uses
quantitative research. �The entire population is visitors to the
Branjangan cultural event, which the researcher
cannot know for sure, so that the researcher will use a sample of a portion of
tourists based on the Lemeshow formula used a
selection of 100 visitors (Sulaju,
Latif, Bakrie, & Milasari, 2021). Teknik sampling is based on accidental
convenience sampling (Sugiyono,
2019), namely the comfort and
willingness of tourists to fill out questionnaires when encountered at night
tourist attractions or provide WhatsApp contact numbers. Next will be sent a
google form
questionnaire.
The data were processed using
SPSS for descriptive statistics and SEM PLS and conducted to test data analysis
requirements in the outer and inner models (Sugiyono, 2013). The criteria in the Outer Model using validity tests are
carried out by measuring individual and simultaneous convergent validity and discriminant validity. The
reliability test includes Cronbach Alpha and Composite Reliability. At the same
time, the Inner Model criteria include R
square, Q square, F square and Goodness of Fit (GoF). After the requirement test, it is continued with the hypothesis test of several
effects of relationships between variables, namely the trial of direct and
indirect associations (mediation effect).
RESULTS
AND DISCUSSION
Model Measurement Evaluation (Outer Model)
In testing, outer models aim to see the validity
and reliability of a model. This test analysis can be seen from the influence
of factor loading, Average Variance Extracted (AVE), Discriminate Validity
and Composite Reliability. Here are the results of the outer model
test that shows the external loading value using the SmartPLS 3 analysis tool.
1.
Loading Factor
The aal stage in testing the
validity of a model is to test the convergent validity, which can be
seen from the loading factor for each construct indicator. The
requirement for the needle to be declared valid is if the value of the loading factor > 0.7. The hand
should be removed from a Model (Husein, 2015).
The results of the analysis of this research model can be
seen in the figure below.
Figure 1. A logarithm Outer Model Results. Source: Processed
primary data, 2022
When viewed from the
figure above, the latent variable Event Authenticity with seven indicators, all
indicators have a loading factor > 0.7. Then in the Event Attendance
variable, all four hands have a loading factor > 0.7, and for the
Destination Promotion variable, all four indicators have a loading factor >
0.7. So that it can be concluded from the results of the analysis showing that
the loading factor of all items from the three variables has a value of >
0.7, so it can be said to be valid.
2. Average
Variance Extracted (AVE)
AVE is a value that is also used in Convergent Validity
tests. In the study results, the expected AVE value to be declared valid is
> 0.5.
Table 1. AVE Output Results The Effect of Event Authenticity on
Event Attendance and Destination Promotion
|
Construct
|
AVE
|
|
X Event Authenticity
|
0.818
|
|
Y Event Attendance
|
0.624
|
|
Z Destination Promotion
|
0.777
|
Source: Primary data processed, 2022.
In the table above, all the constructs of latent variables have a value of
> 0.5, so they are declared valid.
3.
Discriminate validity
Because there is no problem with convergent validity, an issue
related to discriminant validity is then tested. This test is diffused to
test the validity of a model. The Discriminate validity value is seen
hammering the cross-loading value, which indicates the magnitude of the correlation between the construct and
its indicators and indicators from other constructs. The results of cross-loading
in the analysis of discriminate validity are found in Table 2 below.
Table 2. Cross Loading Value
|
Indicators
|
Event Attendance
(AT)
|
Event Authenticity
(0T)
|
Destination
Promotion
(PR)
|
Korelasi
|
Ket
|
|
OT1
|
0.349
|
0,729
|
0,290
|
OT1>AT, PR
|
Valid
|
|
OT2
|
0.524
|
0,774
|
0,553
|
OT2>AT, PR
|
Valid
|
|
OT3
|
0,531
|
0,841
|
0,653
|
OT3>AT, PR
|
Valid
|
|
OT4
|
0,479
|
0,822
|
0,569
|
OT4>AT, PR
|
Valid
|
|
OT5
|
0,461
|
0,729
|
0,362
|
OT5>AT, PR
|
Valid
|
|
OT6
|
0,385
|
0,737
|
0,371
|
OT6>AT, PR
|
Valid
|
|
OT7
|
0,597
|
0,884
|
0,705
|
OT7>AT, PR
|
Valid
|
|
AT1
|
0,927
|
0,515
|
0,600
|
AT1>OT, PR
|
Valid
|
|
AT2
|
0,822
|
0,449
|
0,327
|
AT2>OT, PR
|
Valid
|
|
AT3
|
0,965
|
0,570
|
0,661
|
AT3>OT, PR
|
Valid
|
|
AT4
|
0,895
|
0,650
|
0,731
|
AT4>OT, PR
|
Valid
|
|
PR1
|
0.584
|
0,599
|
0,900
|
PR1>OT, AT
|
Valid
|
|
PR2
|
0,689
|
0,602
|
0,919
|
PR2>OT, AT
|
Valid
|
|
PR3
|
0,468
|
0,528
|
0,821
|
PR3>OT, AT
|
Valid
|
|
PR4
|
0,600
|
0,607
|
0,883
|
PR4>OT, AT
|
Valid
|
Source:
Primary data processed, 2022.
These results show that each indicator appropriately explains the construct
of their respective variables and proves that the interest in the validity of
all items is valid.
4.
Composite Reliability
To ensure no problems related to measurements, the latest step in evaluating
the outer model is to test the unidimensionality of the model. This unidimensionality
test was carried out using composite reliability and Cronbach alpha. For the
three variables, the cut-off value is 0.7. The results of the data processing
are presented in the following table:
Table 3.
Composite Reliability
|
Construct
|
Composite Reliability
|
|
X Event Authenticity
|
0,920
|
|
Y Event Attendance
|
0,947
|
|
Z Destination Promotion
|
0,933
|
Source:
Primary data processed, 2022
The table above shows that all constructs
have a composite reliability value above 0.7. Therefore, no
problems are found in the unidimensionality of the influence of event authenticity
on event attendance and Destination promotion of the Branjanga Cultural Title,
Semarang Regency. All variables are declared reliable.
Evaluation of Inner Model Testing
1.
Coefficient of Determination R2�
(R-Square)
The coefficient can know the goodness of fit in PLS of determination
(R-Square) in the regression analysis Based on the R-square table as follows:
Table 4. R-Square
|
Item
|
R-Square
|
R-Square Adjusted
|
|
Event Attendance
|
0,379
|
0,372
|
|
Destination Promotion
|
0,551
|
0,542
|
Source: Primary data
processed, 2022
The table above shows that the R2 value of Event Attendance is 0.379. The deal
indicates that 37.9% of the Event Authenticity variable� can affect event attendance, and the
remaining 62.1% is influenced by other variables outside the variables in this
study
The R2 value of Destination promotion is 0.551. This value shows that
55.1% of the Event Authenticity and Attendance variables can affect Destination
Promotion, and the rest are influenced by other variables outside the variables
in this study.
Hypothesis
Testing
1.
T-statistical coefficient
PLS-SEM Bootsrapping Test To see if a hypothesis
can be accepted or rejected, among others, by paying attention to the
significance values between constructs, t - statistics and p - values. In the
bootstrap resampling method in this study, the significance value used (two-tailed)
t - value is 1.96 (significance level = 5%), provided that the value of t -
statistics must be greater than the value of t-table 1.96. The table below
shows a picture of the path hypothesis as follows:
Figure 2. t-statistical value of Bootstrapping Results
Based on the
picture above, the t-statistical value of the influence of local authenticity
events on event attendance is 7,488 > t table 1.96 shows the effect of
significant authenticity events on event attendance at the Branjangan Cultural
Event, Semarang Regency.
The t-statistical value of the effect of
event authenticity on destination promotion is 3,507 > t-table 1.96; this
shows the influence of event authenticity is significant on destination
promotion.
The t-statistical value of event attendance
on destination promotion is 4,011> t table 1.96 indicates that the effect of
event attendance is significant on destination promotion.
Table 5. Significance test Result
|
No
|
Indicator
|
Original
Sample
|
Sample
Mean
|
Standard Deviation
|
t-statistic
|
P
value
|
|
H1
|
OT � EA
|
0,615
|
0,629
|
0,0082
|
7,488
|
0,000
|
|
H2
|
OT � DP
|
0,404
|
0,429
|
0,101
|
4,011
|
0,000
|
|
H3
|
EA � DP
|
0,421
|
0,398
|
0,120
|
3,507
|
0,000
|
|
H4
|
OT� EA �DP
|
0,259
|
0,252
|
0,090
|
2,880
|
0,004
|
Source:
Primary data processed, 2022
|
Hypothesis 1
|
:
|
The Effect of Event Authenticity on Event
Attendance
|
|
Result
|
:
|
Hypothesis testing showed a t - statistical value of
7.488>1.96 and a p-value of 0.000 < 0.05.
|
|
Conclusion
|
:
|
Based on the calculation results above, it can be
concluded that hypothesis 1 is accepted, and it is stated that there is a
significant influence of event authenticity on event attendance.
|
|
Hypothesis 2
|
:
|
The Effect of Authenticity Events on Destination
Promotion
|
|
Result
|
:
|
Hypothesis testing showed a t - statistical value of
4.011> 1.96 and a p-value of 0.000 <0.05
|
|
Conclusion
|
:
|
Based on the results of the calculations above, it can
be concluded that hypothesis 2 is accepted, and it is stated that there is a
significant influence of event authenticity on destination
promotion.
|
|
Hypothesis 3
|
:
|
The effect of event attendance on destination
promotion
|
|
Result
|
:
|
Hypothesis testing showed a t - a statistical value of
3.507> 1.96 and a p-value of 0.000 < 0.05.
|
|
Conclusion
|
:
|
Based on the results of the calculations above, it can
be concluded that hypothesis 3 is accepted, and it is stated that there is a
significant influence of event attendance on destination promotion.
|
|
Hypothesis 4
|
:
|
The effect of authenticity events
on destination promotion through event attendance.�������
|
|
Result
|
:
|
Partial hypothesis testing showed a value of t - event authenticity independent variable statistics against the dependent inconsistent destination
promotion of 3.507 > 1.96 and a weight of t - independent variable
statistics against the intervening event attendance variable of 7.448 > 1.96. Simultaneous hypothesis testing
showed a t - the statistical value of the event authenticity independent variable against the destination promotion dependent variable through the intervening event attendance variable of 0.2880 > 1.96.
|
|
Conclusion
|
:
|
Based on the results of the calculations above, it can
be concluded that hypothesis 4 is accepted, and it is stated that there is a
significant influence of event authenticity on destination
promotion through event attendance.
|
SEM Analysis
With Mediation Effect Testing of the mediation effect in PLS using the
procedure developed by (Baron and Kenny 1998 in Ghozali and Latan 2015) with
the following stages :
1.
The first
model tests the influence of independent variables on dependent variables and
should be significant at t - statistics 1.96.
2.
The second
model tests the influence of independent variables on intervening variables and
should be significant at t - statistics 1.96.
3.
The third
model simultaneously tests the influence of independent and intervening
variables on dependent variables. In this test, if the effect of independent
variables on dependent variables is significant at t -statistics 1.96, then the
intervening variables are shown to mediate the influence of independent
variables on dependent variables.
Table 6. Simultaneous Significance Test
|
Construct
|
Original
Sample
|
Sample
Mean
|
Standard Deviation
|
t-statistic
|
P
Value
|
|
OT� EA �DP
|
0,259
|
0,252
|
0,090
|
2,880
|
0,004
|
The first hypothesis is accepted, which
means there is an influence; this means that there is a need for an
authenticity event or an authenticity event typical of the destination so that
the wider community is willing to attend (event attendance) in the Branjangan
cultural title. The results of the study support previous research conducted by
(Christou, Sharpley, & Farmaki, 2018) and
research (Robinson & Clifford, 2012) related
to the influence of authenticity events on event attendance which can be seen
from the amount of tourist spending on a cultural event and culinary tourism
event.
Hypothesis 2 is accepted, which means
influential, and this means that holding an event authentically unique to the
destination will further increase the popularity of the goal. The tourist
community likes to have events authentically special to the destination, so
they remember the event and are willing to share event information with others.
The results of the study support previous research conducted by (Getz, 2008)and (Jago, Chalip, Brown, Mules, & Ali, 2003) which
stated that events affect destination promotion by strengthening destination
branding.
Hypothesis 3 is accepted, which means
that event attendance will increase the promotion of a destination. Community
presence at an event is essential to form a strong destination promotion.
Destinations that hold an event can attract many tourists to attend the event.
This is a form of advertising for a goal. The results of the research support
previous research conducted by (Christou et al., 2018), which
stated that event attendance affects the rise of a destination with attendance
so that tourists are willing to share information with others, so that
destination promotion strengthens.
Hypothesis 4 is accepted, which means
influential; this means that the more attractive an event will be, fully able
to influence the promotion of the destination. The authenticity of this event
also affects the presence of the community in the event, which further leads to
an increase in destination promotion.
CONCLUSION
Based on the results of the research
above, it can be concluded as follows: There is an
effect of authenticity events on event attendance so that the wider community
wants to attend the Branjangan cultural event. Promotional events affect
destination branding. The influence of the presence of the event will increase
the promotion of a destination. The more interesting an event, the more
influential it will be on increasing the promotion of the destination.
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