E-Journal of Tourism Vol.8. No.1. (2021): 41-58 41http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 On Different Perspective: Image of Yogyakarta as a Tourist Destination from Domestic and International Tourist’s Perception Karlina Maizida* Faculty of Cultural Sciences, Universitas Gadjah Mada, Indonesia *Corresponding Author:karlina.maizida@ugm.ac.id DOI: https://doi.org/10.24922/eot.v8i1.69741 Abstract This study examines the differences in how domestic and international tourists perceived the image of Yogyakarta as a tourist destination. This survey-based quantitative research used online-questionnaire to collect data from the domestic and international tourists who have visited Yo- gyakarta. Using a non-probability convenience sampling method, 304 useable questionnaire responses were collected through any social me- dia network. The image of Yogyakarta as a tourist destination in this study consists of four parts: top of mind image, destination visual im- age selection, cognitive and affective evaluation. To test the different perspectives about cognitive and affective components of an image between domestic and international tourists, a non-parametric Mann- Whitney u-test was performed. The result shows that there is a signifi- cant difference in cognitive evaluation about an image of Yogyakarta as a destination nevertheless, no significant difference was found in the af- fective evaluation. The differences also appeared in the part of visual im- age selection whereas domestic tourists mostly choose Malioboro as the best picture to describe Yogyakarta while international tourists choose a Temple more than others. At the top-of-mind, international tourists mentioned Borobudur as a part of heritage sites and history frequently while most domestic tourists mentioned art and culture, shopping, and culinary. Furthermore, a methodological issue and practical implication are also discussed. Keywords: destination image, domestic and international tourist, Yog- yakarta, Indonesia Article Info Submitted January 24th 2021 Accepted March 18th 2021 Published March 31th 2021 nation image has broadly been conducted, many have shown that it is the crucial fac- tor in selecting a destination to visit (Hun- ter, 2008). In the past thirty years, desti- nation image is a subject that successfully gained attention of many scholars because of its dynamic argument on the conceptu- al framework and methodology (Gallarza, Saura and García, 2002). Research shows INTRODUCTION An image that a person holds on so- mething is unique and it depends on both cognitive and emotional factors. Handful research argued an image has contributed to people’s choice, motivation, and attitude toward a product or destination (Cooper et al., 2008). Research about tourist desti- E-Journal of Tourism Vol.8. No.1. (2021): 41-58 42http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 ta tourism office. Nevertheless, for foreign tourist visitation to Yogyakarta total growth percentage from 2015 to 2019 is getting smaller although the number of tourist vi- sitation is increased (Dinas Pariwisata DIY, 2019). Compare to Bali as the most visiting destination in Indonesia, it was only 5.79% of total international tourist visited Indo- nesia came to Yogyakarta while Bali took 43.40% from total international tourist vi- sitation (Kemenpar, 2018). Subsequently, if we look at the document of the strate- gic plan of Yogyakarta tourism office it is clearly stated that the government’s vision is “Special Region of Yogyakarta in 2025 as the Centre for Education, Culture and Leading Tourist Destinations in Southe- ast Asia in an Advanced, Independent and Prosperous Society” and to achieve it, one of the missions is to increase the number of domestic and international tourist as well as the length of stay. For the domestic tourist, the visitation number target is achieved. In contrast, for international tourist the num- ber still below the target moreover, the ave- rage length of stay for both tourists were still quite short no more than two days (Dinas Pariwisata DIY, 2019). It is shown that Yogyakarta still not become a ‘first of mind’ tourist destination in Indonesia for international tourists even though it is a re- markable destination for domestic tourists. By this assumption, it is important to in- vestigate how domestic and international tourists perceive an image of Yogyakarta as a tourist destination to decide the right strategies regarded to government’s vision. Another reason this study conducted in Yogyakarta is considered to image that attached to Yogyakarta so far. Yogyakarta has long been knowing as a city of cultu- re, tradition, and a city of students (Santo- so, 2019). Aside from that attached image, Yogyakarta truly has various attractions from the natural landscape, heritage sites and buildings as well as cultural events enrich with tremendous history along with destination image has a positive correlati- on with visit intention (Chen & Tsai, 2007; Prayag & Ryan, 2012). Many tried to exa- mine factors or attributes influence image (Baloglu & Brinberg, 1997; Fakeye & Crompton, 1991), some of them tried to in- vestigate destination image from a different perspective such as domestic and interna- tional visitors (Bonn et al., 2005; Quintal et al., 2014; Stone & Nyaupane, 2019), as well as resident and tourist (Slak Valek and Williams, 2018). Comparative research about imaged has shown that tourist per- ception about the destination has propensi- ty depend on national or country of origin, cultural differences, and their geographic origin (Bonn et al., 2005; Law et al., 2007; Quintal et al., 2014). Moreover, those com- parative research about image generally emphasize that the image of destination may differ from one person to another. Understanding the image of a destination from various perspectives enables tourism planning and development more precisely. It is the first study that the main purpose is to examine the different perceptions of destination image from domestic and inter- national tourists in one of the major tourist destinations in Indonesia, Yogyakarta Spe- cial Region. Research indicated that elements of the tourist industry spend a huge amount of money in an effort of building an image for their destination (Ross, 1998). It is con- fidentially said that image is a significant factor to support tourism planning and de- velopment and regarded to promoting des- tination (Tasci, Gartner and Tamer Cavus- gil, 2007). This study was conducted for several reasons. First, Yogyakarta is one of the most favourite and popular destinations for domestic tourists. Data showed from 2014-2018 it is always being the big five of most visiting destinations (Biro Pusat Statistik, 2018). More than six million do- mestic tourists visited Yogyakarta in 2019 and it is beyond the target of the Yogyakar- E-Journal of Tourism Vol.8. No.1. (2021): 41-58 43http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 its existence. Endowed with tremendous potentiality, it is unsurprisingly that the government is preparing Yogyakarta for a prominent international tourist destination. A destination image consists of both posi- tive and negative attributes (Quintal, Phau and Polczynski, 2014). Recently as we can search in any news media, Yogyakarta also deals with congestion and safety issues such as juvenile delinquency, fraud in tourist at- tractions, and sexual harassment among foreign women tourists. Those incidents will certainly affect the image of Yogya- karta as a tourist destination that is being prepared as an international tourist des- tination. Not least, like most other tourist destinations around the world during the pandemic, predicting when tourism might recover due to fluctuation of positive case number of Covid-19 is still inconvenient. Along with the government’s efforts, this present study is expected to be one of the references to support recovery tourism in Yogyakarta through carrying out proper planning, development, and promotion by understanding the image of Yogyakarta from multiple perspectives. Last, a study conducted about the image of Yogyakarta from the perspective of tourists is limited and some that we can find in literature has done by researchers, (Khairani & Setyo- wardhani, 2013; Nurazizah & Marhanah, 2020; Santoso, 2019) none of them exami- nes the perception of international tourist or comparing both groups. An understan- ding of destination image in both groups is important as the requirement to develops a tourism destination. LITERATURE REVIEWS Destination Image: Components and At- tributes An image is defined as the overall be- lief, idea, and impression that person holds about a place or destination (Crompton, 1979; Kotler & Gertner, 2002). It is a men- tal response that an individual has about a place or tourism destination. As a mental response, many scholars suggest that image encompass both cognitive as well as affec- tive components and research which exa- mines both is believed would be more com- prehensive (Baloglu & McCleary, 1999; Gartner, 1994). Cognitive components in- volve memory or remembering, thinking, attention, selection, and evaluation (Tasci, Gartner and Tamer Cavusgil, 2007). An ex- tensive study about destination image has been doing by researchers to examines va- rious cognitive attributes of image (Gallar- za, Saura and García, 2002). Since Mayo (Mayo, 1975) proposed scenery, congesti- on, and climate as three main attributes of image, more research has been conducted to identified attributes of image in various destinations. Some research also shared same attributes of image. The attributes of image vary from functional like landsca- pe, natural and cultural attractions to more psychological like safety, local people’s receptiveness, and quality of service (Gal- larza, Saura and García, 2002). More rese- arch identified other attributes depend on the existing condition of a destination (Ba- loglu, 2001; Chen & Tsai, 2007; Echtner & Ritchie, 1993). Since a structured approach is common use for destination image re- search (Ross, 1998), different study about image in different destination uses various attributes from simply 3 attributes to more extensive up to 82 attributes (Tasci, Gartner and Tamer Cavusgil, 2007). Affective components related to emotion or what do people feel, it could be either positive or negative response about something with varying intensity. It is a continuum from the highest intensity star- ting from emotions subsequently feeling, followed by moods and at the lowest inten- sity is attitude or evaluation (Tasci, Gartner and Tamer Cavusgil, 2007). Unlike cog- nitive attributes of image, the attributes of the affective component have not been ex- E-Journal of Tourism Vol.8. No.1. (2021): 41-58 44http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 tensively developed (Echtner and Ritchie, 1993) and one of the concepts we can find developed by Russel and colleagues (Ba- loglu and Brinberg, 1997) which defined eight attributes or variables of affective component namely pleasant-unpleasant, exciting-distressing, arousing-sleepy and relaxing-distressing. Another study found that affective components have three di- mensions which are captivating, exciting, and relaxing (Coban S, 2012). Top of Mind Image Many image researchers developed an approach for studying image that more multi-methods than common use like se- mantic differential and Likert scale, to gain a better understanding of tourist’s percep- tion (Konecnik & Gartner, 2007; Slak Va- lek & Williams, 2018; Stepchenkova & Li, 2014). An unstructured approach to study image used in 1993 (Echtner and Ritchie, 1993) proposed three open-ended questions which the first question was “What images or characteristics come to mind when you think of XXX as a vacation destination?” that represent the functional attributes of overalls image destination. The first ques- tion proposed then adjusted with Top-of- Mind (TOM) association to study destinati- on image (Stepchenkova and Li, 2014) and the result showed that TOM data can give researchers at least half a clue to an arduo- us question about image. Moreover, TOM could be a starting point of any story de- picted by a tourist about their visit to a des- tination (Slak Valek and Williams, 2018), and the result showed that top-of-mind tourist’s image of destination was different across culture. These also to conclude that the first thing that comes to tourists’ mind about a place or destination is considered as favourable or might be the most salient in their memory. This conducted study uses the concept of Top of Mind to investigate image that most attached to the memory of tourists who have been to Yogyakarta be- fore. Destination Visual Image Pictures are considered to have a sig- nificant role in creating and communicating an image of a destination (MacKay and Fe- senmaier, 2000). Moreover, pictures are re- garded to be more powerful instruments for memory stimulation and individual asso- ciation (Ye and Tussyadiah, 2011), and one of tourism stakeholders that use a picture or visual image to present the destination is DMO. UNWTO conveyed that Destina- tion Management Organisation or usually simplify as DMO has a strategic function in developing destination as a coordinator of all elements that work together to make up destination. Recently, with the massive development of information and communi- cation technology, the online platform such as website and social media is commonly used by DMO to give any information and promoting destination through visual ima- ge or video post (Molinillo et al., 2018). Visual images have a propensity to inspi- red tourists and motivated them to visit a destination based on which visual ima- ge or photograph they like (Ye and Tus- syadiah, 2011). While DMO uses the same visual images on the website to promote and introduce a destination, nevertheless tourists might select or has one favourite on picture particularly which they feel con- nected to. Several pieces of research have conducted using visual images or photos to examine destination image with various techniques from Photo Elicitation-inter- view (Matteucci, 2013; Stone & Nyaupane, 2019) through photo selection from some visual images collected by DMO or resear- cher that best-described destination to the tourist (Slak Valek & Williams, 2018; Ye & Tussyadiah, 2011). The result showed that tourist’s selection of visual image about the place they wanted to visit in destination he- avily depend on their cultural background. Moreover, different tourist chooses a diffe- E-Journal of Tourism Vol.8. No.1. (2021): 41-58 45http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 rent picture that best describes destination particularly based on their feeling or expe- rience. Domestic and International Tourist on Destination Image Study Domestic tourist refers to a resident’s travel within their country of residence, infrequently have currency, language, and visa implication while international tourists have because they travel outside the count- ry of origin Cooper, et al., 2008). UNW- TO described an international tourist as: “a person who travels to a country other than that in which he/she has his/her usu- al residence, staying at least one night but no more than one year in the country vi- sited and whose main purpose of visit can be classified under: pleasure, professional and other purposes (studies, health, pilg- rimage)” (Ross, 1998). Based on the defi- nition, we can conclude that domestic and international tourists at least have one main difference that refers to the geographic area because both came from a different country and hold different nationalities. National cultures are intended to hold common value and people within a culture share common beliefs, attitudes, and beha- viour (MacKay & Fesenmaier, 2000; Trian- dis, 1994). It is to shows that the tourist’s perception about destination possibly varies across culture and nation, and a handful of research supported this notion. Comparati- ve studies about destination image from the perspective of domestic and international visitor has conducted before (Bonn, Joseph and Dai, 2005). The research found signi- ficant differences in destination image per- ception among resident, domestic and in- ternational tourists in Tampa Bay, Florida. Compare to resident and domestic tourist, the international tourists came to Tampa Bay had higher service and environmental standard in a tourist destination, it is showed that evaluation of the image varies across nation. The different perceptions of domes- tic and international tourists also found on the attributes of financial risk and service provided by destination (Quintal, Phau and Polczynski, 2014). The study conducted in the Western Australia South-West region showed that international tourists percei- ved higher financial risk or value of money than local tourists in destination. UNWTO stated that representation of the image is not built from something that does not exist but rather a form of transfor- mation from something existing (Cooper, et al., 2008). It is shown that investigating tourist’s perceptions about an image that existing in their mind from previous visit is enable more effective image planning and development. Image perception of past visitors could vary across attributes and country of origin (Bonn, Joseph and Dai, 2005). Subsequently, knowing multi per- ceptions of a destination image is beneficial because destination image is shaped over time from experiences within destination (Slak Valek and Williams, 2018). Research about the image of Yogya- karta as a tourist destination is limited. Based on the repository in an academic journal, three research found but none of them investigate image from the dif- ferent perspective of a tourist. A study that investigated variables that influen- ce Yogyakarta’s’ image found that both cognitive and affective components had contributed to the image (Khairani and Setyowardhani, 2013), this result echoing previous study conducted by destination image researchers before. Another research conducted in 2017 (Andajani, et al., 2017) showed that domestic tourists had positive image of Yogyakarta, and it influences visit intention of tourists. This present research is the first study about the different percep- tions of Yogyakarta, as a destination based on tourist’s geographic origin. This study is trying to scrutinize destination image from multiple perspectives (domestic and inter- national tourist), components of image (af- E-Journal of Tourism Vol.8. No.1. (2021): 41-58 46http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 fective and emotional) with a quantitative method, using structured and unstructured techniques. Recognizing the crucial role of image for tourism planning and deve- lopment, research about destination image from various perspectives is necessary to be conducted. METHODS The present study is an online sur- vey-based quantitative research using a structured and unstructured scale. The main purpose of the research is to explo- re and examine the differences in domestic and international tourist perception on the image of Yogyakarta as a tourist destinati- on. A questionnaire was developed to test the main hypothesis that there is a different perception about Yogyakarta as a tourist destination between domestic and interna- tional tourists. Questionnaire In the situation of pandemic CO- VID-19 where most of tourists destination has visitation dropped dramatically and mobility of the people can easily spread the virus (UNWTO, 2020), using online questionnaire is assumed as an appropriate way to conduct survey research. An onli- ne questionnaire is fast to deliver, easy to administer, and can reach respondents glo- bally (Sekaran and Bougie, 2016). Further- more, it is aligned with the purpose of this study and targeted respondents. The questionnaire was written both in English and Bahasa Indonesia, for diffe- rent targeted respondents (international and domestic tourists) and it had proofread by professional certified. The online question- naire was designed based on several pre- vious studies about tourist destination ima- ge. It consisted of the following four parts: Top-of-mind image of Yogyakarta. TOM response dealt with any idea that first comes to mind when respondents think about a destination (Stepchenkova and Li, 2014). This is the first part of the question- naire, an unstructured approach to investi- gate tourists’ perception of Yogyakarta as a destination using an open-ended question. Both domestic and international tourists proposed the same question “What comes first to your mind when you think about Yogyakarta as a tourist destination”? This technique was used by Slak Valek & Wil- liams (2018) to understand the most easily recalled image of destination. In this study, it is will be the clearest and salient memory a tourist could remember about their pre- vious visitation to Yogyakarta. Destination visual image selection. Pictorial advertising research denotes that visual stimuli are more immediately recal- led and affect evaluation toward a product (Ye and Tussyadiah, 2011). It is adjusted in this study that tourists will ask to choose one picture that best describes Yogyakar- ta as a tourist destination. Eight pictures retrieved from Yogyakartas’ DMO official website (www.visitingjogja.com) has been selected based on the criteria as the most liked and commented pictures by a user of the website in each type of tourism. Those pictures (Figure 1.) depicted several kinds of tourist attractions in Yogyakarta across from nature, culture, historical site, and building that represent Yogyakarta. Cognitive evaluation of destination image. It is including several attributes that developed and self-administrated from an extensive literature review and previous studies (Baloglu & Mangaloglu, 2001; Liu et al., 2017) subsequently adjusted with the condition of Yogyakarta as a tourist desti- nation. To examine cognitive evaluation, the Likert scale was used in this study. It is consisting of the same 14 attributes for both domestic and international tourists then 1 more attribute about easiness to find English speaking local people added to the questionnaire for international tourists. This is based on the reason that internatio- E-Journal of Tourism Vol.8. No.1. (2021): 41-58 47http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 nal tourist speaks in a different language from local people and the broadest langu- age use in the world and used as a global language is English (Rao, 2019). Respon- dents were asked to rate all statements re- garded cognitive attribute of image on a 5-point scale from 1=Strongly Disagree to 5=Strongly Agree. Affective evaluation of destinati- on image. Many previous studies befo- re suggested to emphasize both cognitive and affective components when studying about image (Baloglu, 2001; Khairani & Setyowardhani, 2013). In this study, four attributes of affective evaluation that first proposed by Russel in 1980 and has been using in many studies of image afterward (Baloglu and Brinberg, 1997) is used. Like cognitive evaluation, the Likert scale is using to examine this component, and res- pondents were asked to rate four statements about Yogyakarta on a 5-point scale, ran- ging from Strongly Disagree (number 1) to Strongly Agree (number 5). Sample One of the main disadvantages of conducting a survey through an online questionnaire is dealing with sampling is- sue (Sekaran and Bougie, 2016) still, we can confidently say that this study used a non-probability, convenience sampling and it means that the statistical sampling bias applies. In this research, the sample con- stituted domestic and international tourists who have visited Yogyakarta before. The main criteria for the respondent were their last travel to Yogyakarta maximum of three years ago or in 2017. The three years was implemented because the government stra- tegic plan about tourism in Yogyakarta is arranged every five years so that within 3 years there is no major change and tourist still well remembered about their last visit. The next criteria were based on the definiti- on of tourist, which they should stay over- night, spend at least one night (24 hours) to one year maximum in Yogyakarta. In terms of domestic tourists, they should not origi- nally from Yogyakarta Special Region. Data collection and Analysis Data were collected using an onli- ne questionnaire through any social me- dia network such as Facebook, Instagram, LinkedIn, and WhatsApp during August to September 2020. A total of 345 question- naires were filled out by respondents which Option1 Option 2 Option 3 Option 4 Option 5 Option 6 Option 7 Option 8 Figure 1. Visual Image of Yogyakarta. 1. Sewu temple, 2. Malioboro street, 3. Vredeburg Fort Museum, 4. Sultan Palace, 5. Merapi Mountain, 6. Tugu monument, 7. Ngrenehan beach, 8. Making batik in Giriloyo tourism village. E-Journal of Tourism Vol.8. No.1. (2021): 41-58 48http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 involved 217 domestic tourists and 128 in- ternational tourists. 41 data were screened out due to double response, incomplete fil- led out, and did not match with the criteria (ex. visited Yogyakarta more than 3 years from 2020, originally from Yogyakarta for domestic tourist). Total 195 responses from domestic tourists and 109 responses from international tourists were processed and analysed using SPSS. Data for each target group were col- lected separately in two databases, one for domestic tourists and one for international. Subsequently, the two databases were mer- ged into one SPSS file to proceeds with a comparison test and further analysis. One attribute of cognitive component (English speaking local people) in questionnaire for international tourist was analysed separate- ly and will discuss further. After combined in a single database a descriptive statistical analysis was conducted for all the questi- ons in the questionnaire (Mean, Median, Standard Deviation). Later on, it is found that the frequency of data was not normally distributed thus, a non-probability approa- ch was selected to examines the significant differences between domestic and inter- national tourists, the Mann-Whitney u-test was run. RESULT AND DISCUSSION The majority of respondents who represented both domestic and internatio- nal tourists were female and young people between 16-25 years old as shown in Table 1. Of domestic tourist respondents, 55.4% were females and 44.6% were males. The majority (45.6%) were aged 16-25%, and only 1% were older than 55 years old. Most domestic tourists commonly from different provinces in Java Island (77.9%), with the highest percentage, were from Cent- ral Java (25.1%). Most domestic tourists have visited Yogyakarta more than 10 ti- mes (47.2%). The finding of frequency of domestic tourist visitation shows that they are mostly a repeater is indicated that Yo- gyakarta as a main domestic tourist desti- nation. A typical international tourist res- pondent was also female, 16-25 years old, of Asian nationality and first-timer. Most international tourist respondents were fe- male (53.2%), 45% were male and 1.8% were non-binary and young people aged between 16-25 were the majority (67%). The majority of international tourist res- pondent was from Asia (66.1%), followed by Europe (19.3%). More than 50% of in- ternational tourist respondents have visited Yogyakarta once (57.8%). Even though this study did not count on population and sampling ratio proportionally, still from the demographic background of respondents it is showed a similar result of tourist visit to Yogyakarta from the data that published by Statistical Office. In 2019 domestic tourist visited Yogyakarta was mostly from Java with the biggest percentage was Central Java followed by East Java then Jakarta (Dinas Pariwisata DIY, 2019). Still, based on the statistical data, international tourists visited Yogyakarta mostly from Asia (39%) then followed by Europe (19%). In this stu- dy, Asian tourists visited Yogyakarta most- ly from South-East Asia, Japan, and South Korea while European tourists mostly from Dutch, Germany, and France. The majority international tourists visit Yogyakarta was young age between 16-25 years and the occupation were mostly student (30.3%) followed by employee (23.9%) and the rest of 45.8% were varied. It is shown that the image attached to Yogyakarta as a city of a student was confirmed in this study. Simi- larly, for domestic tourists total of 30.3% were students followed by teachers 19.5% then employees 13.3% and the rest 36.9% were varied. Top of Mind Image The top-of-mind result showed that E-Journal of Tourism Vol.8. No.1. (2021): 41-58 49http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 Table 1. The Demographic of Respondents Variable Frequency (N) Domestic Tourist International Tourist Percentage (100%) Frequency (N) Percentage (100%) Gender: Male 87 44.6% 49 45% Female 108 55.4% 58 53.2 Non-binary 0 2 1.8 Age group: 16-25 89 45.6% 73 67% 26-35 60 30.6% 23 21.1% 36-45 16 8.2% 8 4.6% 46-55 28 14.3% 4 3.7% Above 55 2 1.0% 4 3.7% Place of Ori- gin: Jakarta, Capital City 29 14.9% West Java and Banten 33 16.9% Central Java 49 25.1% East Java 41 21% Sumatra 17 8.7% Kalimantan 13 6.7% Sulawesi 6 3.1% Bali 2 1.02% West Nusa Tenggara 3 1.5% Papua 2 1.02% Africa 2 1.8% America 72 2.8% Asia 3 66.1% Australia 11 10.1% Europe 21 19.3% Timed Visit: 1 15 7.7% 63 57.8% 2-4 48 24.6% 33 30.3% 5-7 32 16.4% 4 3.7% 8-10 8 4.1% 0 0% > 10 92 47.2% 9 8.2% Total 195 100% 109 100% ject; the name of a place; tourist attractions through feeling, attitude, and mood; cogni- tive and affective even conative, and those should be categorized carefully. Based on what respondents’ first think about Yogya- karta was varies from physical to more psychological attributes. Many responses wrote by the respondent is vary from an ob- E-Journal of Tourism Vol.8. No.1. (2021): 41-58 50http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 frequency analysis we seek words men- tioned frequently and many similar words were categorized in one certain attribute, a temple, Borobudur, and Sultan Palace were merged as history and heritage sites for instance. The domestic tourist respondent top-of-mind results put art and culture on the top (20%), followed by positive eva- luation (15%) such as fun, comfort, good, chill, relax and so on. Some unique cha- racteristics that more psychologically rat- her than physically like classic, traditional, exotic, and ‘special’ accounted for 9% of domestic respondents. It is about emotion, feeling, mood, and ambiance they experi- enced when they were in Yogyakarta and 1% wrote negative evaluation which was a traffic jam. As shown in Table 2., the result of the top-of-mind image in domestic tourist respondents had slightly different from in- ternational tourists. The first thing that they can recall about Yogyakarta, 40% were history and heritage sites (which 63% of it mentioned Borobudur), followed by art and culture (16%), 13% wrote a positive evalu- ation about Yogyakarta, 6% of internatio- nal tourist respondent were thinking about nature followed by Malioboro, friendly people and culinary took equal percenta- ge (5%). Surprisingly 5% were thinking about negative evaluation like traffic jams and hot climate. Interestingly, 1 respondent mentioned an irrelevant thing about Yogya- karta, it was Mount Bromo that located in East Java. Table 2. Tourists’ Top-of-Mind Image Top of Mind Image Category Domestic Tourist International Tourist Frequency (N) Percentage (%) Frequency (N) Percentage (%) Art and Culture: city of culture, rich in culture, cultural destina- tion, cultural highlight, art 39 20% 18 16% History and Heritage sites: temple, Borobudur, Prambanan, Ratu Boko 25 13% 44 40% Nature: mountain, beach 14 7% 7 6% Shopping: Malioboro street 24 12% 5 5% Culinary: coffeeshops, gudeg, street food 28 14% 5 5% Friendly people 7 4% 5 5% Cheap price 9 5% 0 0% Unique characteristics: classic, traditional, exotic, special ‘Jogja istimewa’, romantic, memory, diverse, going home 17 9% 4 4% Positive Impression: fun, comfort, calm, good, wonderful, chill, relax 30 15% 15 13% Negative Impression: traffic jam, hot climate 2 1% 5 5% Irrelevant answer: Mount Bromo 0 0% 1 0.9% Total 195 100% 109 100% E-Journal of Tourism Vol.8. No.1. (2021): 41-58 51http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 An interesting finding in this study is mostly international tourist respondents (26%) were thinking about Borobudur when they recalled Yogyakarta. Borobudur is one of the biggest and famous Buddhist temples has been listed as a world heritage site by UNESCO since 1991 (Hampton, 2005). Borobudur temple is located not in Yogyakarta Special Region area, it is in Magelang, Central Java Province about 40 km from the city of Yogyakarta and it is easy to access. It is shown that interna- tional tourist who visits Yogyakarta also visits area nearby which possibly effect on the length of stay and it is the prob- lem that stakeholder acknowledges in the last two decades (Dinas Pariwisata DIY, 2019). Borobudur, Prambanan, and Ratu Boko temple are under management by Taman Wisata Candi (TWC) an entity en- trusted with the care of those temples and become the most significant attractions for international tourists (Timothy and Wall, 1997). Based on the result, it might be that international tourists only passing through Yogyakarta to visit Borobudur or temples around then moving on. Yogyakarta has been long known as a centre for cultural tourism. This notion is supported by the result of this study. The number of 20% domestic tourist respondents and 16% in- ternational respondents are recalled art and culture at the top-of-mind. This percentage number could be bigger if we merged both category history and heritage sites with art and culture together because indeed, Boro- budur and other temples nearby is cultural heritages. Another prominent finding of the difference of top-of-mind image for the domestic and international respondents is about shopping and culinary. The num- ber of 12% domestic respondents recalled Malioboro (the main shopping attraction in Yogyakarta for tourists) at top-of-mind and 14% recalled culinary. While Borobudur becomes a most significant attraction for international tourists, Malioboro seems to be the most favourite attraction for domes- tic tourists and this is reminding us of the anecdote ‘you never been to Yogyakarta if you have not gone to Malioboro’. Further, this result is corroborated by finding in des- tination visual image. Last, in the top-of-mind image, the salient percentage also shown in positive attributes. Both domestic and international tourist recalled Yogyakarta as a good place physically and psychologically. The uni- que characteristic of Yogyakarta was also evaluated in a positive sense. Unfortunate- ly, the number of 5% international tourist respondent recalled negative things about Yogyakarta by its hot weather and heavy traffic jammed. It might be influenced by tourist country of origin. Four international tourist respondents give a response about hot climate is originally came from Japan, a one of Asian sub-tropical country. Compa- red to Indonesia as a tropical country, this response is rationally acceptable. Destination Visual Image Selection It is clearly shown in Table 3., that most international tourist respondents (76%) choose Temple as the best picture to describe Yogyakarta as a tourist destination while the sizeable of domestic tourist res- pondent (41.5%) choose Malioboro follo- wed by Tugu Monument and Temple with the same percentage (18.5%). The descrip- tive analysis from which photograph was frequently chosen by respondents showed that there are distinct differences between domestic and international tourists’ percep- tion of the image of Yogyakarta based on their preference for visual image provide, more than in top-of-mind image which qui- te diverse. In this destination visual image selection, the result is sharp describes. Pictures or photographs are consi- dered to be more potent instruments for memory stimulation and personal associa- tion (Ye and Tussyadiah, 2011). The result showed that domestic tourist respondents E-Journal of Tourism Vol.8. No.1. (2021): 41-58 52http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 associate Yogyakarta with Malioboro, then Tugu Monument and Temple whi- le, a majority of international respondents associate Yogyakarta with Temple. Even though this finding is must be prudently to be generalized because of the non-pro- bability sampling issue, more investigati- on certainly needs to conduct as a follow up of this study. Yogyakarta, in a massive study, is mentioned as the centre of Java- nese culture (Hampton, 2005; Timothy & Wall, 1997; Yusuf, 2017) and Temple is associates with culture, it is a cultural and heritage site. Culture seems to be the most significant attractiveness for international tourist respondents who have visited Yo- gyakarta before, and it is important to build acknowledgment of foreign tourists about this Yogyakartas’ wealthiness. As mentio- ned before that image is better as a trans- formation of something existing rather than build from something new so that it needs to be considered by tourism authorities in Yogyakarta to strengthen this cultural ima- ge if they targeted more international visi- tors. It is not solely relying on cultural and heritage attractions nearby such Borobudur temple nevertheless invigorates cultural at- tractions that existing in Yogyakarta is con- sidered to be more important. In contrast, the propensity to asso- ciate Yogyakarta with Malioboro is obvious in domestic tourist responses. Malioboro is the main street or area in Yogyakarta where the majority of the city’s attraction (Timot- hy and Wall, 1997). It is the busiest street in Yogyakarta with variety stores, street vendors that sells enticing goodies from souvenirs and craft, dining place, street food stall, a street busker and various affor- dable accommodation nearby. Malioboro is the main shopping street in Yogyakarta, a very well-known and possibly the main attraction, especially for domestic tourists. Another visual image chooses by domes- tic tourist respondents in salient numbers (18.5%) is Tugu Monument. It is a popular landmark in Yogyakarta located in the Yo- gyakarta city center about less than 2 km from Malioboro. Both Malioboro and Tugu Monument to be like ‘a must visit place’ in Yogyakarta for domestic tourist. As the busiest street and popular landmark on the colonnaded street from north to south, va- rious events are frequently held in those places like a carnival, cultural parade, car- free day even mass protest. The implication of Malioboro and Tugu monuments’ popu- larity for domestic tourist is causing crowd and congestion in the area nearby. This is the issue that the tourism authority in Yo- gyakarta should be considered and some strategic planning need to be addressed. Perceived Destination Image (Cognitive and Affective Evaluation) A reliability analysis was perfor- med for the perceived destination image of Yogyakarta scale. It is comprising 4 items in affective evaluation and 14 items plus 1 more item in cognitive evaluation about easiness to find English speaking lo- cal people in Yogyakarta for international tourist. Based on Cronbach’s alpha value, 0.86 for cognitive evaluation and 0.800 for affective evaluation it means that both questionnaires for domestic and internatio- nal tourists achieved high internal consis- tency. After the reliability test is conducted the next step that must be done to proceed a significant difference between domestic and international tourist respondents is to find the Mean (M) and Standard Deviati- on (SD). To further identify the significant differences between domestic and inter- national tourists, a distribution analysis is conducted to test the normality of data frequency. Based on the SPSS analysis, the findings show that cognitive and affective evaluation of image data frequency were not normally distributed thus, a non-para- metric approach to the distribution analy- sis was selected. A Mann-Whitney u-test is selected to identify significant differences E-Journal of Tourism Vol.8. No.1. (2021): 41-58 53http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 between both groups of respondents on the cognitive and affective image of Yogyakar- ta as a tourist destination (Table 4). Based on the Mann-Whitney u-test the result shows that there is significant different on the cognitive evaluation image of Yogyakarta as a tourist destination from the perspective domestic and internatio- nal tourists (p-value 0.0001) nevertheless, there is no significant different in affective evaluation (p-value 0.282). The table below shows descriptive analysis on domestic and international tourist responses about attri- butes of image in both components (Table 5). The result shows that both domestic and international tourist respondents are strongly agreed on most of attributes in cognitive evaluation which are good ac- commodation, beauty of natural sceneries, appealing local culinary, interesting cul- tural attraction as well as historical sites. In more psychological attributes, both are also strongly agreed that Yogyakarta is a safe destination with nice weather and fri- endly local people. Moreover, Yogyakarta is kind of destination that offers valuable of money and for domestic tourist, it also has long been known that compare to other most visited destinations in Indonesia such as Jakarta and Bali, Yogyakarta is conside- red as a low-cost living region. In the attribute about general infra- structure, the level of agreement between domestic and international tourists is diffe- rent whereas domestic respondents showed strongly agree (M=4.18) and international respondent response agree (M=3.43). Inf- rastructure seems to become a common issue in developing countries. Many de- veloping countries that depend on the tou- rism sector for economy, tend to focus their tourism planning on the development and distribution of infrastructure and facilities (Timothy and Wall, 1997). The infrastruc- ture work in Indonesia seems endless and is always carried out throughout the year from loading-unloading or built-rebuilt a road, airport, facilities in tourist attracti- on and so on. This infrastructure problem possibly affects the image of a destination especially in developing countries like In- donesia. The level of agreement in the three attributes about transportation system, cleanliness, and TIC (Tourism Information Centre) are not as strong as other attributes nevertheless both domestic and internatio- nal tourist respondent still agree that Yo- gyakarta is clean, has a good transportati- on system and good service of TIC. This finding could be considered by the tourism authority in Yogyakarta to increase the ser- vice on TIC, cleanliness, and accessibili- ty in tourist attractions. For international tourist respondents, they do agree (M=3.57) that it is easy to find English speaking local people. Interestingly, in all affective attributes of image both domestic and international tourist respondents are fully agreed that Yogyakarta is a pleasant, arousing, rela- Table 4. Mann-Whitney u-test for Perceived Destination Image in Cognitive and Affective Components Total Mann-Whitney U Wilcoxon W Z Asymp. Sig. (2-tailed) Cognitive Evaluation 8151.500 14146.500 -3.373 0.001 Affective Evaluation 9865.500 15.860.500 -1.076 0.282 Significant at the level α = 0,05 E-Journal of Tourism Vol.8. No.1. (2021): 41-58 54http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 Table 5. Mean, Standard Deviation and Level of Agreement for Destination Image (Cog- nitive and Affective Evaluation) Component and Attributes of Image Type of Tourist N M SD SD Error Level of Agreement Cognitive: Yogyakarta has a variety of good quality accommodation Domestic 195 4.35 .659 .047 Strongly Agree International 109 4.28 .837 .080 Strongly Agree Yogyakarta has a good quality infrastruc- ture and public facilities Domestic 195 4.18 .744 .053 Strongly Agree International 109 3.43 .994 .095 Agree Yogyakarta has a good transportation system Domestic 195 3.84 .958 .069 Agree International 109 3.31 1.046 .100 Agree Yogyakarta has beautiful natural scenery and attractions (ex: beaches, mountain) Domestic 195 4.64 .597 .043 Strongly Agree International 109 4.68 .575 .055 Strongly Agree Yogyakarta offers interesting cultural at- tractions or events Domestic 195 4.56 .626 .045 Strongly Agree International 109 4.58 .598 .057 Strongly Agree Yogyakarta has interesting historical at- tractions and sites Domestic 195 4.64 .551 .039 Strongly Agree International 109 4.76 .543 .052 Strongly Agree Yogyakarta provides appealing local cuisines Domestic 195 4.46 .788 .056 Strongly Agree International 109 4.43 .725 .069 Strongly Agree Yogyakarta is a clean tourist destination Domestic 195 3.91 .878 .063 Agree International 109 3.33 1.081 .104 Agree Yogyakarta has enjoyable shopping places and souvenir stores Domestic 195 4.33 .730 .052 Strongly Agree International 109 4.19 .855 .082 Strongly Agree Yogyakarta is a safe place for tourists Domestic 195 4.09 .869 .062 Strongly Agree International 109 4.08 .934 .089 Strongly Agree Yogyakarta has nice weather for strolling around Domestic 195 4.16 .864 .062 Strongly Agree International 109 4.07 .879 .084 Strongly Agree Local people in Yogyakarta are nice and friendly Domestic 195 4.55 .593 .042 Strongly Agree International 109 4.77 .538 .052 Strongly Agree It is easy to find English speaking local people in Yogyakarta International 109 3.57 Agree The Tourism Information Centre (TIC) is easy to access and offers a good service Domestic 195 3.94 .889 .064 Agree International 109 3.31 .988 .095 Agree Yogyakarta is a place that offers value for money Domestic 195 4.58 .624 .045 Strongly Agree International 109 4.35 .821 .079 Strongly Agree Affective: Yogyakarta is a pleasant tourist destina- tion Domestic 195 4.68 .509 .036 Strongly Agree International 109 4.67 .594 .057 Strongly Agree Yogyakarta is an arousing tourist destina- tion Domestic 195 4.51 .595 .043 Strongly Agree International 109 4.26 .886 .085 Strongly Agree Yogyakarta is a relaxing tourist destina- tion Domestic 195 4.43 .717 .051 Strongly Agree International 109 4.30 .908 .087 Strongly Agree Yogyakarta is an exciting tourist destina- tion Domestic 195 4.59 .588 .042 Strongly Agree International 109 4.60 .722 .069 Strongly Agree TOTAL 304 Scale: 1= Strongly disagree; 2= Disagree; 3= Not sure; 4= Agree; 5= Strongly Agree E-Journal of Tourism Vol.8. No.1. (2021): 41-58 55http://ojs.unud.ac.id/index.php/eot e-ISSN 2407-392X. p-ISSN 2541-0857 xing, and exciting tourist destination. Furt- hermore, no significant differences were found in this affective component of image. This positive response about Yogyakarta is should be maintained by increasing service from all tourism stakeholders. The wealthi- ness of cultural attractions, friendliness of local people with valuable of money is a combination that possibly could determine visit intention of tourist. CONCLUSION This study again, confirming previo- us studies about an image that show image perception could differ across culture and country of origin. There is a significant dif- ference in the destination visual image and cognitive evaluation. Nevertheless, there is no significant difference in the affecti- ve evaluation of image, both tourists have positive emotions when they were in Yo- gyakarta. In the top-of-mind image, inter- national tourists recalled Borobudur temp- le as the place that they remember most about Yogyakarta while domestic tourists recalled Malioboro. The destination visual image gives a clearer insight into this. Yo- gyakarta that has long been known as the city of culture with friendly local people and unique characteristic are the attached image that tourist perceives so far is jus- tified in this study. International tourists, in particular, are not generally aware of the wealthiness of cultural and also natu- ral attractions in Yogyakarta so practically this study could support tourism stakehol- ders to design tourism planning, promotion and segmentation of the tourism product. Furthermore, the infrastructure and con- gestion issue also need to be considered as something that might be distorted image of Yogyakarta that most perceive as a good tourist destination in many attributes. LIMITATION The basic limitation of using conve- nience sampling like in this study is the rea- der should remain about take generalizati- on of the result and interpretation carefully even though the main result of this study is supported by previous research. Conduc- ting an online survey seems very common recently, researchers also need to be aware especially about the disadvantage related to limited respondents involved in the survey. For further research tourist, data should be gathered according to nationality propor- tionally so a comprehensive cross-cultural examination would be clearer. ACKNOWLEDGMENT This research was fully funded by the Inter-Culture Department, Faculty of Cul- tural Sciences UGM. I would like to high- ly give appreciation to all enumerators for their efforts in collecting data online. REFERENCES Andajani, S.T., M.M., E., Junaidi, A. A. and Widjaja, F. N. (2017). The effect of yo- gyakarta destination image on behav- ioral intentions on domestic tourist. 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