ANALISIS PENGARUH CITRA DESTINASI TERHADAP MINAT KUNJUNGAN ULANG WISATAWAN MUDA KE THE LODGE MARIBAYA, BANDUNG

Julita Julita; Derizal Derizal; Budy Suyanto; Arafah Willy; Rahmat Ingkadijaya; Himawan Brahmantyo; S. Pantja DJati

doi:10.35906/equili.v12i1.1400

ANALISIS PENGARUH CITRA DESTINASI TERHADAP MINAT KUNJUNGAN ULANG WISATAWAN MUDA KE THE LODGE MARIBAYA, BANDUNG

Julita Julita, Derizal Derizal, Budy Suyanto, Arafah Willy, Rahmat Ingkadijaya, Himawan Brahmantyo, S. Pantja DJati

Abstract

Abstrak

Meningkatnya kunjungan wisatawan merupakan salah satu tingkat keberhasilan suatu daerah/negara karena akan mampu meningkatkan pendapatan daerah/Negara. Wisatawan muda lebih banyak berkunjung ke suatu daerah dan diharapkan adanya kunjungan ulang ke objek wisata. Penelitian ini menganalisis pengaruh citra destinasi terhadap minat kunjungan ulang wisatawan muda ke The Lodge Maribaya. Citra destinasi dilihat dari dua aspek yaitu cognitive image dan affective image. Metode yang digunakan adalahÂ pendekatan Partial Least Square (PLS)Â yang memanfaatkan PLS-SEM atau Structural Equation Modelling untuk mengukur dan menganalisis hubungan antar variabel. Dari 12 indikator yang digunakan diperoleh 60 responden minimal yang digunakan dan diambil 126 responden untuk mengurangi kesalahan terjadi. Teknik pengambilan sampel adalah teknik non-probability sampling dengan convenience sampling dengan kriteria wisatawan muda yang pernah berkunjung ke The Lodge Maribaya.Â Hasil menunjukkan bahwa sebesar 73,8% variabel citra destinasi signifikan mempengaruhi minat kunjungan ulang wisatawan muda ke The Lodge Maribaya. Cognitive image maupun affective image pada citra destinasi The Lodge Maribaya signifikan berpengaruh terhadap minat kunjungan ulang wisatawan muda yang ditandai dari nilai t-hitung lebih besar dari t tabel.Kata Kunci: citra destinasi, cognitive image, affective image, minat kunjungan ulang

Abstract

Increasing tourist visits is one of the success rates of a region/country because it will be able to increase regional/country income. Young tourists visit an area more and it is hoped that there will be repeat visits to tourist objects. This study analyzes the effect of destination image on the interest of young tourists to revisit The Lodge Maribaya. Destination image is seen from two aspects, namely cognitive image and affective image. The method used is the Partial Least Square (PLS) approach which utilizes PLS-SEM or Structural Equation Modeling to measure and analyze the relationships between variables. The number of respondents is 126 respondents based on non-probability sampling technique with convenience sampling. The results show that 73.8% of the destination image variable significantly influences the interest of youth travelers to revisit The Lodge Maribaya. Cognitive image and affective image on the destination image of The Lodge Maribaya has a significant effect on the interest of young tourists to revisit as indicated by the t-count value which is greater than t table.Kata Kunci: citra destinasi, cognitive image, affective image, minat kunjungan ulang

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