Secondly in the travel motivation section the most

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Secondly, in the travel motivation section, the most frequently mentioned topic was ‘learning’ and ‘new experiences’. This key theme illustrated strong evidence in differentiations which explained why respondents focus ‘word of mouth’. The main characteristics of this study are that respondents have shown more personal attributes, conative image components. The third theme is support. Respondents said that support from government is not enough to develop Kota Buruk as heritage tourism destination. Government should do promote Kota Buruk in order to make Kota Buruk is known by others. Fourthly, the theme is marketing. The finding is most of the respondents said that government should promote Kota Buruk using social media in order to make Kota Buruk known by others. For example, we can use medium like Facebook, newspaper and media. Lastly, the theme is other information sources. Most of the respondents said that they know about Kota Buruk through word of mouth. Moreover, they used different information sources including internet sources. 44
5.3 Direction for future research Before bringing this study to the end, the study provided an overall view of the relationship between the selected attributes and with the emotions that respondent gave. Future research can be applied should investigate the reason why Kota Buruk did not popular like other heritage tourism destination and find out the solution of problem in Kota Buruk. 45
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D., Valle, P., & Mendes, J. (2013). The cognitive-affective-conative model of destination image: a confirmatory analysis. Journal of Travel & Tourism Marketing , 30(5), 471-481.

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