Does the Advertising Strategy and Tourism Attraction of the ‘Cap Go Meh’ Festival Can Affect the Decision and Intention of Tourists Revisiting?

Abstract

This paper's priority aims to examine the effects of advertising strategies and tourist attraction on visiting decisions and their impact on tourists' revisiting interest. The identity of Singkawang, which is often dubbed the 'City of a Thousand Temples', has attracted the attention of both local and domestic tourists. The 'Cap Go Meh' Festival, which is regularly held every year, complements the tourist attraction. Associative-quantitative are some characteristics of the research. They invited 100 informants to be interviewed by purposive sampling. The survey data is processed by path analysis, where the SmartPLS software supports statistical interpretation. Empirical investigation found that advertising strategy had a significant positive effect on the decision and interest of visiting tourists. Likewise, for tourist attractions that have a positive-significant effect on decisions and interest in visiting tourists again. Interestingly, the decision to visit also has a positive-significant effect on the interest of returning tourists. Limitations of the study need to evaluate a more extensive approach in order to help practitioners and researchers consider the dimensions of promotion, such as advertising strategy and tourism attraction, to support the decision and intention of tourists revisiting.