Pengaruh Destination Image dan Tourist Experience terhadap Revisit Intention melalui Tourist Satisfaction sebagai Variabel Mediasi (Studi Kasus: Desa Wisata Ciseeng)

Abstract

The purpose of this study is to determine the influence of destination image and tourist experience on return intention through tourist satisfaction as a mediating variable in the case study of Ciseeng Tourism Village. All four variables were tested to draw conclusions. This research was conducted in the Jabodetabek area. The quantitative research method uses the Likert scale in Jabodetabek at least twice as a population size used by tourists aged 17 years and over. In this study, the sampling method was purposive sampling, obtained by no less than 215 respondents. Exploratory analysis technique using SEM (Structural Equation Model). The results of this study show that destination image and tourist experience significantly affect tourist satisfaction, destination image, tourist experience, and tourist satisfaction significantly affect revisit intention. However, destination image and tourist experience do not directly affect revisit intention through tourist satisfaction.

Keywords: Destination Image, Tourist Experience, Tourist Satisfaction, Revisit Intention.

ABSTRAK

Penelitian ini memiliki tujuan untuk mengetahui pengaruh destination image dan pengalaman wisatawan terhadap return intention melalui kepuasan wisatawan sebagai variabel mediasi pada studi kasus Desa Wisata Ciseeng. Keempat variabel tersebut diuji untuk menarik kesimpulan. Penelitian ini dilakukan di wilayah Jabodetabek. Metode penelitian kuantitatif menggunakan skala Likert di Jabodetabek minimal dua kali sebagai ukuran populasi yang digunakan wisatawan berusia 17 tahun ke atas. Metode purposive sampling dipilih untuk menguji tiap variabel, diperoleh tidak kurang dari 215 responden. Teknik analisis eksplorasi menggunakan SEM (Structural Equation Model). Hasil penelitian ini menunjukkan bahwa destination image dan tourist experience secara signifikan berpengaruh langsung terhadap tourist satisfaction, destination image, tourist experience, dan tourist satisfaction secara signifikan berpengaruh terhadap revisit intention. Namun destination image dan tourist experience tidak berpengaruh secara langsung terhadap revisit intention melalui tourist satisfaction.

Kata Kunci: Destination Image, Revisit Intention, Tourist Experience, Tourist Satisfaction.