The Mediation Role of Atitude Toward Destination on Tourist Behavior in Visiting World Heritage Sites

This study aims to analyze the behavior of tourists visiting a World Heritage Site with the mediating role of attitude toward destination. This research uses a quantitative approach, the sampling technique used is non-probability sampling, with the sampling technique in this study being purposive sampling. The criteria for respondents used in this study are Generation Z and millennials who had never visited Borobudur Temple. The sample size was 220 respondents, the hypothesis was tested using SEM-PLS. The results were supported by three hypotheses, and one hypothesis was not supported. The hypothesis supported is that perceived destination quality has a positive and significant effect on attitude toward destination, attitude toward destination has a positive and significant effect on intention to visit, and there is a mediating role in the influence of destination quality on intention to visit. Meanwhile, one hypothesis that is not supported is the influence of perceived destination quality on intention to visit. This study has theoretical implications adding to the various results of the World Heritage Site research that explains the role of attitude toward destination as a mediating variable in the process of forming intention to visit. This study proves that tourist visiting behavior is influenced by attitudes towards destinations and perceptions of destination quality through attitudes. The practical implication of the results of this study is that it can be used by stakeholders to improve tourism performance, including strategies that must be carried out related to increasing tourist visits.