The Power of Religious Values, Humanitarian Tourism to Encourage Value-Added Travel

Abstract

Purpose:This study aims to test the concept of customer behaviour and destination images as a mediating role on Tourist Perceived Value. In addition, the concept uses two other variables, namely religious intention and humatarian tourism.   Methods: The research model was tested with 217 respondents as a sample taken based on the conditions, namely tourists who have visited areas affected by natural disasters, thus this research uses a quantitative approach to test hioptesis with AMOS software analysis tools. The object of research is an area affected by nature, so it takes a relatively long time to get respondentes.   Results and conclusion:. The variables that play a role in the research model found that the variables that play a role as mediation are able to influence the Tourist Percevied Value so that the results of this research can have implications for the developer of consumer value theory practical implications for humanitarian organisations can use this concept in order to increase the humanitarian spirit for victims of natural disasters.   Research  implications: This research has implications for consumer value theory in the field of marketing, in addition to practical implications for humanitarian organisations can use this concept to increase the humanitarian spirit for victims of natural disasters.   Originality/value: This research model is an original model developed from the thoughts of researchers based on observations and experiences from natural disaster events in Indonesia.