NIAT BERKUNJUNG KEMBALI OLEH WISATAWAN PADA DESTINASI WISATA KAMPUNG VIETNAM

Renza Fahlevi; Muhamad Zhabiyan Dwi Putra; Fitriana Aidnilla Sinambela; Rahmat Ingakadijaya

doi:10.35906/jep.v10i2.2162

NIAT BERKUNJUNG KEMBALI OLEH WISATAWAN PADA DESTINASI WISATA KAMPUNG VIETNAM

Renza Fahlevi, Muhamad Zhabiyan Dwi Putra, Fitriana Aidnilla Sinambela, Rahmat Ingakadijaya

Abstract

ABSTRAK

Destinasi wisata Kampung Vietnam merupakan salah satu destinasi wisata yang ada di kota Batam. Kampung Vietnam menyimpan banyak cerita dan sejarah atas perjuangan rakyat Vietnam yang hidup dipengungsian pulau Galang. BP Batam selaku pengelola telah melakukan beberapa program peningkatan fasilitas untuk meningkatkan citra positif dan memberikan kenangan indah bagi wisatawan yang berkunjung ke Kampung Vietnam. Penelitian ini bertujuan untuk menguji hubungan antara variabel destination image dan memorable experience terhadap kepuasan dan niat wisatawan untuk berkunjung kembali. Jenis penelitian ini adalah penelitian kuantitatif dengan jumlah sampel sebanyak 120 responden. Data dikumpulkan dengan menggunakan kuesioner. Teknik pengolahan data dengan menggunakan SEM-PLS dan diolah dengan bantuan aplikasi smartPLS. Hasil penelitian menunjukan bahwa destination image dan memoriable experience mempunyai hubungan langsung terhadap kepuasan wisatawan. Selain itu destination image dan memoriable experience memengaruhi niat wisatawan untuk berkunjung kembali ke destinasi wisata Kampung Vietnam yang dimediasi oleh variabel kepuasan wisatawan. Hasil penelitian ini diharapkan dapat memberikan kontribusi data kepada pengelola destinasi wisata untuk membuat kebijakan strategis agar dapat meningkatkan jumlah kunjungan wisatawan ke Kampung Vietnam.

Kata Kunci: Destination image; Memorable experience; Kampung Vietnam

ABSTRACT

Vietnam Village is one of the tourist destinations in Batam city. Vietnam Village holds many stories and history of the Vietnamese people who lived in refugee camps on Galang Island. BP Batam as the manager has carried out several facility improvement programs to improve the positive image and provide memorable memories for tourists. This research aims to testing the relationship between destination image variables and memorable experiences on tourist satisfaction and intention to revisit. The type of research is quantitative with a total sample are 120 respondents. Data were collected using a questionnaire. Data processing techniques using SEM-PLS and processed with the help of the smartPLS application. The results show that destination image and memorable experiences have a direct relationship to tourist satisfaction. In addition, destination image and memorable experiences influence tourists' intention to revisit the Vietnam Village tourist destination which is mediated by tourist satisfaction variables. The results of this study are expected to provide data contributions to tourist destination managers to create policy strategies in order to increase the number of tourist visits to Vietnam Village.

Keywords: Destination image; Memoriable experience; Satisfaction and Intention to revisit.

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