Pengaruh Heritage Tourism dan Iconic Building terhadap Minat Berkunjung yang Dimediasi oleh Cultural Attraction pada Desa Wisata Adat Bayan Kabupaten Lombok Utara
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Penelitian ini bertujuan untuk menganalisis pengaruh heritage tourism dan iconic building terhadap minat berkunjung wisatawan dengan cultural attraction sebagai variabel mediasi pada Desa Adat Bayan, Kabupaten Lombok Utara. Penelitian ini dilatarbelakangi oleh tingginya potensi warisan budaya dan keberadaan bangunan ikonik di Desa Adat Bayan yang belum sepenuhnya mampu meningkatkan jumlah kunjungan wisatawan dibandingkan dengan destinasi wisata budaya lainnya. Penelitian ini menggunakan pendekatan kuantitatif dengan desain penelitian asosiatif kausal. Pengumpulan data dilakukan melalui survei daring menggunakan kuesioner berskala diferensial semantik. Sampel penelitian terdiri atas 150 responden yang dipilih menggunakan teknik purposive sampling, dengan kriteria berusia minimal 18 tahun dan mengetahui Desa Adat Bayan. Data dianalisis menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa heritage tourism berpengaruh positif dan signifikan terhadap minat berkunjung (p = 0,000) dan cultural attraction (p = 0,003), sedangkan iconic building hanya berpengaruh terhadap cultural attraction (p = 0,000) dan tidak berpengaruh terhadap minat berkunjung (p = 0,914). Temuan penelitian juga mengonfirmasi bahwa cultural attraction tidak mampu memediasi pengaruh heritage tourism maupun iconic building terhadap minat berkunjung. Temuan ini mengindikasikan bahwa pengembangan pariwisata berbasis warisan budaya tidak hanya bergantung pada keberadaan aset budaya dan bangunan ikonik, tetapi juga pada kemampuan pengelola destinasi dalam mengemas potensi tersebut menjadi pengalaman budaya yang autentik, interaktif, dan bermakna. Penelitian ini memperluas penerapan Theory of Planned Behavior dalam konteks pariwisata berbasis warisan budaya dan memberikan implikasi praktis bagi pengelola destinasi serta pemerintah daerah dalam merancang strategi pengembangan pariwisata budaya yang berkelanjutan.
The Influence of Heritage Tourism and Iconic Buildings on Visit Intention Mediated by Cultural Attractions in the Bayan Traditional Tourism Village, North Lombok Regency
Abstract
This study aims to analyze the influence of heritage tourism and iconic buildings on tourists' interest in visiting with cultural attraction as a mediating variable in Bayan Traditional Village, North Lombok Regency. This research is motivated by the high potential of cultural heritage and the existence of iconic buildings in the Bayan Traditional Village which have not been able to fully increase the number of tourist visits compared to other cultural tourism destinations. This study uses a quantitative approach with a causal associative research design. Data collection was carried out through an online survey using a semantic differential scale questionnaire. The research sample consisted of 150 respondents who were selected using the purposive sampling technique, with the criteria of being at least 18 years old and knowing the Bayan Traditional Village. The data was analyzed using Structural Equation Modeling (SEM). The results of the study show that heritage tourism has a positive and significant effect on interest in visiting (p = 0.000) and cultural attraction (p = 0.003), while iconic buildings only affect cultural attraction (p = 0.000) and do not affect interest in visiting (p = 0.914). The findings of the study also confirm that cultural attraction is unable to mediate the influence of heritage tourism and iconic buildings on interest in visiting. These findings indicate that the development of cultural heritage-based tourism does not only depend on the existence of cultural assets and iconic buildings, but also on the ability of destination managers to package this potential into authentic, interactive, and meaningful cultural experiences. This research expands the application of the Theory of Planned Behavior in the context of cultural heritage-based tourism and provides practical implications for destination managers and local governments in designing sustainable cultural tourism development strategies.
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