Pengaruh Value Co Creation dan Destination Image terhadap Kepuasan Wisatawan Muda dengan Memorable Tourist Experience sebagai Variabel Intervering pada Destinasi Halal di Pulau Lombok
DOI:
https://doi.org/10.36312/ej.v3i2.1089Keywords:
Value Co Creation, Destination Image, Kepuasan Wisatawan, dan Memorable Tourist ExperienceAbstract
Dalam konteks pemasaran destinasi, kepuasan wisatawan merupakan tujuan dari setiap layanan yang diberikan. Meningkatkan kepuasan merupakan faktor yang penting dalam mengembangkan suatu sistem layanan yang disediakan. Jenis penelitian ini adalah penelitian asosiatif. Populasi dalam penelitian ini adalah seluruh wisatawan muda di Pulau Lombok. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan pendekatan purposive sampling. Sampel dalam penelitian ini berjumlah 100 sampel. Instrumen yang digunakan dalam penelitian yaitu angket. Data dianalisis dengan menggunakan Sructural Equation Modeling dengan bantuan program Partial Least Square (PLS). Hasil penelitian menyimpulkan bahwa dari 5 hubungan antar variabel yang diajukan 4 hubungan antar variabel lainnya signifikan yaitu value co creation terhadap kepuasan wisatawan, destination image terhadap kepuasan wisatawan, destination image terhadap memorable tourist experience, dan memorable tourist experience terhadap kepuasan wisatawan, sedangkan 1 hubungan antar variabel lainnya tidak signifikan yaitu Value co creation terhadap memorable tourist experience. Sedangkan Memorable Tourist Experience memediasi hubungan antara value co creation terhadap kepuasan wisatawan muda di Pulau Lombok Ditolak dengan nilai p value 0,126 dan nilai t statistic sebesar 1,532, dengan jenis mediasi Partial Mediation. Untuk variabel Memorable Tourist Experience memediasi hubungan antara destination image terhadap kepuasan wisatawan muda di Pulau Lombok Diterima dengan nilai p value 0,037 dan nilai t statistic sebesar 2,088, dengan jenis mediasi Partial Mediation.
The Influence of Value Co Creation and Destination Image on Young Tourist Satisfaction with Memorable Tourist Experience as Intervering Variables in Halal Destinations on Lombok Island
Abstract
In the context of destination marketing, tourist satisfaction is the goal of every service provided. Increasing satisfaction is an important factor in developing a service system provided. This type of research is associative research. The population in this study were all young tourists on Lombok Island. The sampling technique used is non-probability sampling with a purposive sampling approach. The sample in this study amounted to 100 samples. The instrument used in this research is a questionnaire. Data were analyzed using Structural Equation Modeling with the help of the Partial Least Square (PLS) program. The results of the study concluded that of the 5 proposed relationships between variables, 4 relationships between other variables were significant, namely value co-creation on tourist satisfaction, destination image on tourist satisfaction, destination image on memorable tourist experience, and memorable tourist experience on tourist satisfaction, while 1 relationship between other variables are not significant, namely Value co-creation on memorable tourist experience. Meanwhile, Memorable Tourist Experience mediates the relationship between value co-creation and satisfaction of young tourists on Lombok Island. Rejected with a p value of 0.126 and a statistical t value of 1.532, with the type of mediation Partial Mediation. For the Memorable Tourist Experience variable, it mediates the relationship between destination image and young tourist satisfaction on Lombok Island. Accepted with a p value of 0.037 and a t statistic value of 2.088, with the type of mediation Partial Mediation.
Downloads
References
Abdul, G, E., Hyde, K. F., & Marshall, R. (2018). Conceptualising engagement in a consumer-to- consumer context. Australasian Marketing Journal (AMJ). https://doi.org/10.1016/J.AUSMJ.2018.06.004
Alexandries, K., Kouthouris, C., & Meligdis, (2016). value co creation and Increasing customers ’ loyalty in a skiing resort The contribution of place attachment: memorable tourist experience variable intervering. International Journal of Contemporary Hospitality Management, 18(5), 414–425. https://doi.org/10.1108/09596110610673 547
Amsal, A.A. dan Mahardika, H. 2017. Pendekatan Experience Economy Pada Pemasaran Festival Pariwisata: Pengaruh Terhadap Kepribadian Festival Yang Dirasakan Pegunjung Dan Reputasi Festival. MIX: Jurnal Ilmiah Manajemen, Volume VII, No. 2, Juni 2017.
Chookaew, Sureerat. 2015. “Increasing Halal Tourism Potential at Andaman Gulf in Thailand for Muslim Country”. dalam Journal of
Economics, Business and Management. Vol. 3. No. 7.
Colm, L., Ordanini, A., & Parasuraman, A. (2017). When Service Customers Do Not Consume in Isolation. Journal of Service Research, 20(3), 223–239. https://doi.org/10.1177/1094670517690025
Cooper and Schindler. (2011). Business research methods. 11th edition. New York: McGraw Hill Companies
Destiana, R. and Sunu Astuti, R. (2019). Pengembangan Pariwisata Halal di Indonesia. Collaborative Governance dalam Pengembangan Pariwisata di Indonesia, 01(01), 331–353.
Fernandes, T.S., Silva, A., Reis, R dan Leao, C. 2016. Gathering Information Based on Focus Groups: Consumer ’s Involvement in the Use of Vending Machines. The Qualitative Report, 21(13), 19-33.
Franke, N., & T. Piller, F. (2004). Value Creation by Toolkits for User Innovation and Design: The Case of the Watch Market. Product Innovation Management, 21(6), 401–415.
Fyall, H, Bhat, A. S., & Darzi, M. A. (2012). Antecedents of tourist loyalty to tourist destinations: a mediated-intervering study. International Journal of Tourism Cities, 4(2), 261–278. https://doi.org/10.1108/IJTC-12-2017-0079
Fernandes, T., & Remelhe, P. (2016). How to engage customers in co-creation: customers’ motivations for collaborative innovation. Journal of Strategic Marketing, 24(3–4), 311–326. https://doi.org/10.1080/0965254X.2015.1095220
Finsterwalder, J., & Kuppelwieser, V. G. (2011). Co- creation by engaging beyond oneself: the influence of task contribution on perceived customer-to-customer social interaction during a group service encounter. Journal of Strategic Marketing, 19(7), 607–618. https://doi.org/10.1080/0965254X.2011.599494
Frow, P., Nenonen, S., Payne, A., & Storbacka, K. (2015). Managing Co-creation Design: A Strategic Approach to Innovation. British Journal of Management, 26(3), 463–483. https://doi.org/10.1111/1467-8551.12087
Kim, J. 2017. The Impact of Memorable experiencess on Loyalty Behaviors: The Mediating Effects of Destination image and Satisfaction. Journal of Travel Research 004728751772136.
Kim, J.-H., Ritchie, B., and McCormick, B. (2012). Development of a scale to measure memorable experiencess.Journal of Travel Research,51(1), 12– 25.
Kim, H., & S. L. Richardson. (2009). “Motion Picture Impacts on Destination Images.” Annals of Tourism Research, 30 (1): 216-37
Kotler,P., dan Makens,J.C.(2009).Marketing for Hospitality and Tourism, 4 ed, Prentice Hall, New York.
Kuncoro, A, E dan Riduwan. 2014. Cara Menggunakan dan Memakai. Path Analysis (Analisis Jalur). Cetakan ke-6. Bandung: Alfabeta.
Lin, L. T. I., So, A. S. I., Lo, I. S., & Fong, L. H. N. (2017). Does the quality of tourist shuttles influence revisit intention through destination image and satisfaction? The case of Macao. Journal of Hospitality and Tourism Management, 32, 115–123. https://doi.org/10.1016/j.jhtm.2017.06.00 2
Lovelock dan Wirtz. (2004). The influence of destination image and tourist
satisfaction on tourist loyalty?: a case study of Chinese tourists in Korea. https://doi.org/10.1108/IJCTHR-07-2015-0080
Loureiro, S. M. C. (2014). The role of the rural tourism experience economy in place attachment and behavioral intentions. International Journal of Hospitality Management, 40, 1–9. https://doi.org/10.1016/j.ijhm.2014.02.01 0
Lusch, R. F., Vargo, S. L., Bolton, R. N. (Ruth N., & Webster, F. E. (2014). The service-dominant logic of marketing?: dialog, debate, and directions. Routledge.
Magdalena, K. 2018. Jenis-Jenis Akomodasi. Diunduh dari: http:/ /katrinmagdalena73.blogspot.co.id/2 013/07/pariwisata.
Manzo, L. C. (2005). For better or worse: Exploring multiple dimensions of place meaning. Journal of Environmental Psychology, 25(1), 67–86. https://doi.org/10.1016/j.jenvp.2005.01.0 02
Mastercard-Crescentrating. (2022). Global Muslim Travel Index 2022 Report (Issue June). https://www.crescentrating.com/downloa d/thankyou.html?file=jEXWnF4_GMTI_2022_Report_- _FINAL.pdf
Musa, B.G., Najmin, S., Thirumoorthi, T dan Taha, A.Z. 2017. Examining visitors’ experience with Batu Cave, using the four realm experiential theory. International Journal of Tourism Cities, https://doi.org/10.1108/ IJTC-10-2016-0037.
Neal, J., Sirgy, M., and Uysal, M. (1999). The role of satisfaction with leisure travel/tourism services and experiences in satisfaction with leisure life and overall life. Journal of Business Research, 44(3), 153– 163
Neal, J., Sirgy, M., and Uysal, M. (2017). The role of satisfaction with leisure travel/tourism services and experiences in satisfaction. Journal of Business Research, 1(2), 209-221
Neghina, C., Caniëls, M. C. J., Bloemer, J. M. M., & van Birgelen, M. J. H. (2015). Value cocreation in service interactions. Marketing Theory, 15(2), 221–242. https://doi.org/10.1177/1470593114552580
Önder, I., & Marchiori, E. (2017). A comparison of pre-visit beliefs and projected visual images of destinations. Tourism Management Perspectives, 21, 42–53. https://doi.org/10.1016/j.tmp.2016.11.00 3
Oyner, G, Choi, T. Y., & Chu, R. (2016). Determinants of hotel guests ’ satisfaction and repeat
patronage in the Hong Kong hotel industry. 20, 277–297
Park, S dan Santos, C.A. 2017. Exploring the Tourist Experience: A Sequential Approach. Journal of Travel Research 56(1):16–27.
Pike, S dan Page. 2014. Destination Marketing. An Integrated Communication Approach. Abingdon: Butterworth-Heinemann.
Renja, I. B. N. 2018. Analisis Frekuensi Objek Wisata Alam Mayang Kota Pekanbaru. Jurnal Ekonomi.(http://repository.unri.ac.id /xmlui/bitstream/handle/123456789/ 2100/RENJA. pdf?sequence=1)
Rihova, I., Buhalis, D., Moital, M., & Beth Gouthro, M. (2013). Social layers of customer-to-customer value co-creation. Journal of Service Management, 24(5), 553–566. https://doi.org/10.1108/JOSM-04-2013-0092
Sadeh, E., Farid,A., Dr,L.M., and Sina,S.(2012). Factors Affecting Tourist Satisfaction and Its Consequences. Journal of Basic and Applied Scientific Research 2 (2) : 1557 - 1560.
Song, H. M., Kim, K. S., & Yim, B. H.(2017b). The mediating effect of place attachment on the relationship between golf tourism destination image and revisit intention. Asia Pacific Journal of Tourism Research, 22(11), 1182–1193. https://doi.org/10.1080/10941665.2017.1 377740
Tasci, A. D. A, Gartner, W. C., & Cavusgil, S. T. (2017). Conceptualization and operationalization of destination image. Journal of Hospitality and Tourism Research, 31(2), 194-223
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036
Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10. https://doi.org/10.1007/s11747-007-0069-6
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Vina Ayu Hidayati, Baiq Handayani, Akhmad Saufi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with Empiricism Journal agree to the following terms:
- For all articles published in Empiricism Journal, copyright is retained by the authors. Authors give permission to the publisher to announce the work with conditions. When the manuscript is accepted for publication, the authors agrees to implement a non-exclusive transfer of publishing rights to the journals.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
