Tour Package Attributes, Price, and Socio-Cultural Factors  as Determinants of Tourist Motivation and Visitation Decisions  in an Urban Heritage Destination

Yosep Cahyadi; Fauziah Eddyono

doi:10.36441/jamr.v6i1.3579

Authors

Yosep Cahyadi Master of Management, Sahid University, Jakarta, Indonesia
Fauziah Eddyono
fauziaheddyono@yahoo.co.id
Universitas Sahid https://orcid.org/0000-0002-5687-3105

Keywords:

heritage tourism, tourist motivation, visitation decision, tour package attributes, socio-cultural factors

Abstract

This study aims to analyze the influence of tour package attributes, tour package price, and socio-cultural factors on tourists’ visitation decisions, with tourist motivation as a mediating variable in the context of urban heritage tourism. A quantitative approach was employed using a survey method, with data collected from 150 visitors to the Kota Lama Tangerang area. The data were analyzed using a variance-based structural modeling approach. The findings reveal that tour package attributes have a significant and positive effect on both tourist motivation and visitation decisions, indicating their dominant role in shaping tourist behavior. Experiential elements, particularly culinary and socially engaging activities, emerge as key drivers of motivation. Tourist motivation is also found to significantly influence visitation decisions and serves as a mediating variable between tour package attributes and visitation decisions. In contrast, tour package price does not significantly affect motivation but has a direct and significant effect on visitation decisions, suggesting that price functions as a rational evaluation factor rather than a motivational driver. Furthermore, socio-cultural factors significantly influence visitation decisions, highlighting the importance of social interaction and cultural alignment in tourism behavior. This study contributes to tourism behavior literature by clarifying the distinct roles of experiential and rational factors within a dual-process decision-making framework and by highlighting the growing importance of experience-based attributes in urban heritage tourism. The findings also provide practical implications for destination managers to prioritize experiential development, value-based pricing strategies, and socially driven marketing approaches.

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