PENGARUH ONLINE REVIEWS, DESTINATION IMAGE, PERCEIVED VALUE, SATISFACTION TERHADAP BEHAVIORAL INTENTION PADA WISATAWAN DOMESTIK DI INDONESIA

Muhammad Musa Alfarizi, Kurniawati Kurniawati

Abstract


ABSTRAK

Indonesia memiliki potensi pertumbuhan pariwisata yang besar. Namun pasca pandemi Covid-19 para wisatawan mengubah niat mereka untuk kembali berpergian dan mengunjungi destinasi pariwisata domestik. Penelitian ini memiliki tujuan untuk mengeksplorasi faktor-faktor apa saja yang dapat meningkatkan behavioral intention wisatawan yang berkunjung kesalahan satu destinasi pariwisata domestik.  Metode bersifat kuantitatif dengan beberapa tahapan uji seperti uji validitas, reliabilitas, uji goodness of fit dan uji hipotesis melalui structural equation model. Penelitian ini menggunakan data primer yang dikumpulkan langsung oleh peneliti melalui kuesioner yang disebarkan secara online melalui google formulir dan ditemukan sebanyak 207 responden. Hasil penelitian menunjukkan bahwa online reviews, destination image dan satisfaction berpengaruh terhadap behavioral intention sedangkan perceived value berpengaruh terhadap satisfaction.

 

ABSTRACT

Indonesia has great potential for tourism growth. However, after the Covid-19 pandemic, tourists changed their intention to return to travel and visit domestic tourism destinations. This study aims to explore what factors can increase the behavioral intention of tourists who visit one domestic tourism destination.  The method is quantitative with several test stages such as validity, reliability, goodness of fit test and hypothesis testing through structural equation modeling. This study uses primary data collected directly by researchers through questionnaires distributed online via google forms and found as many as 207 respondents. The results showed that online reviews, destination image and satisfaction affect behavioral intention while perceived value affects satisfaction.


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DOI: http://dx.doi.org/10.35906/equili.v14i2.2353

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