Pengaruh Rejuvenasi dan Event Pariwisata terhadap Niat Berkunjung Wisatawan melalui Daya Tarik Wisata di Desa Wisata Setanggor Kabupaten Lombok Tengah
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Perkembangan industri pariwisata menuntut setiap destinasi untuk melakukan inovasi dan pengembangan produk wisata secara berkelanjutan guna meningkatkan daya saing. Desa Wisata Setanggor, Kabupaten Lombok Tengah, memiliki potensi wisata alam, budaya, religi, kerajinan, dan kuliner, namun masih menghadapi stagnasi kunjungan wisatawan. Penelitian ini bertujuan menganalisis pengaruh rejuvenasi dan event pariwisata terhadap niat berkunjung wisatawan melalui daya tarik wisata sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif explanatory dengan sampel sebanyak 100 wisatawan yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan Structural Equation Modeling Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa rejuvenasi dan event pariwisata berpengaruh positif dan signifikan terhadap daya tarik wisata, namun daya tarik wisata tidak berpengaruh signifikan terhadap niat berkunjung, sehingga peran mediasi daya tarik wisata tidak terbukti. Temuan ini mengindikasikan bahwa event pariwisata merupakan faktor yang paling efektif dalam meningkatkan niat berkunjung, sementara program rejuvenasi lebih berperan dalam meningkatkan persepsi terhadap daya tarik destinasi. Secara praktis, penelitian ini merekomendasikan penguatan penyelenggaraan event budaya dan promosi destinasi sebagai strategi prioritas, serta pengembangan produk wisata berbasis kearifan lokal untuk meningkatkan daya saing dan kunjungan wisatawan secara berkelanjutan.
The Effect of Rejuvenation and Tourism Events on Tourist Visit Intention Through Tourist Attractions in Setanggor Tourism Village, Central Lombok Regency
Abstract
The development of the tourism industry requires every destination to innovate and develop tourism products sustainably to increase competitiveness. Setanggor Tourism Village, Central Lombok Regency, has potential for natural, cultural, religious, craft, and culinary tourism, but still faces stagnation in tourist visits. This study aims to analyze the effect of rejuvenation and tourism events on tourist visit intentions through tourist attractions as a mediating variable. The study used a quantitative explanatory approach with a sample of 100 tourists selected using a purposive sampling technique. Data were analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS) with the help of SmartPLS 4. The results showed that rejuvenation and tourism events had a positive and significant effect on tourist attractions, but tourist attractions did not have a significant effect on visit intentions, so the mediating role of tourist attractions was not proven. These findings indicate that tourism events are the most effective factor in increasing visit intentions, while rejuvenation programs play a greater role in improving perceptions of destination attractiveness. Practically, this study recommends strengthening the organization of cultural events and destination promotion as priority strategies, as well as developing tourism products based on local wisdom to increase competitiveness and tourist visits sustainably.
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