Analisis Daya Tarik Wisata dan Citra Destinasi terhadap Revisit Intention Wisatawan Nusantara melalui Memorable Tourism Experience sebagai Variabel Mediasi pada Destinasi di Kawasan Wisata Senggigi
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Penelitian ini bertujuan untuk menganalisis pengaruh Daya Tarik Wisata dan Citra Destinasi terhadap Revisit Intention wisatawan Nusantara melalui Memorable Tourism Experience sebagai variabel mediasi pada destinasi wisata di Kawasan Wisata Senggigi. Penelitian ini menggunakan pendekatan kuantitatif dengan desain cross-sectional. Sampel penelitian berjumlah 100 responden wisatawan Nusantara yang pernah berkunjung ke Kawasan Wisata Senggigi, yang dipilih menggunakan teknik purposive sampling berdasarkan rumus Lemeshow. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan metode Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS. Hasil uji hipotesis menunjukkan bahwa Daya Tarik Wisata berpengaruh positif dan signifikan terhadap Revisit Intention (p = 0,002) dan Citra Destinasi juga berpengaruh positif dan signifikan terhadap Revisit Intention (p = 0,000). Hasil penelitian menunjukkan bahwa Daya Tarik Wisata dan Citra Destinasi masing-masing berpengaruh positif dan signifikan terhadap Revisit Intention maupun Memorable Tourism Experience. Memorable Tourism Experience juga terbukti berpengaruh positif dan signifikan terhadap Revisit Intention. Selanjutnya, hasil uji mediasi menunjukkan bahwa Memorable Tourism Experience secara parsial memediasi pengaruh Daya Tarik Wisata terhadap Revisit Intention, serta secara parsial memediasi pengaruh Citra Destinasi terhadap Revisit Intention.
Analysis of the Impact of Tourist Attractions and Destination Image on Domestic Tourists' Revisit Intention, with Memorable Tourism Experience as a Mediating Variable, at Destinations in the Senggigi Tourism Area
Abstract
This study aims to analyze the effect of Tourist Attraction and Destination Image on domestic tourists' Revisit Intention, mediated by Memorable Tourism Experience, in the Senggigi Tourism Area. This study employs a quantitative approach with a cross-sectional design. The sample consisted of 100 domestic tourists who had previously visited the Senggigi Tourism Area, selected through purposive sampling based on the Lemeshow formula. Data were collected through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (SEM-PLS) with SmartPLS software. The results show that Tourist Attraction and Destination Image each have a positive and significant effect on both Revisit Intention and Memorable Tourism Experience. Memorable Tourism Experience also has a positive and significant effect on Revisit Intention. Furthermore, mediation testing reveals that Memorable Tourism Experience partially mediates the effect of Tourist Attraction on Revisit Intention, as well as partially mediates the effect of Destination Image on Revisit Intention
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