ROLE OF CULTURAL HERITAGE RESOURCES TO SUSTAIN TOURISM PERFORMANCE
Current research is designed to investigate what triggering the tourism performance of Toba Caldera as Unesco Global Geopark & Earth Heritage, North Sumatera, Indonesia. Proposing research hypotheses to assess the relationship among conceptual model such as the impact of Attitude towards Sustainable Tourism Strategy (ATSTS), Destination Branding Strategy (DBS), Strategy Awareness (SA) on Tourism Performance (TP) and Cultural Heritage Resources (CHR) as intervening variable. This research based on survey. Questionnaires were distributed through google form and personal email, purposive sampling technique with non-probability used and international tourist as well as domestics administered as research population, and 500 questionnaires were distributed and 380 were return with 360 were valid for further analysis. The quantitative deductive causal approach was use to asses and verify the relationship among hypotheses with Structural Equation Modeling (SEM with AMOS 24). Statistical output described that Attitude towards Sustainable Tourism Strategy showed the significant impact on Tourism Performance directly as well as Cultural Heritage Resources, secondly, Destination Branding Strategy was proven as the antecedent of Tourism Performance. Lastly, the Strategy Awareness also has indirect significant impact on Tourism Performance.
Attitude towards Sustainable Tourism Strategy, Destination Branding Strategy, Strategy Awareness, Tourism Performance and Cultural Heritage Resources.