CITRA DESTINASI DAN MINAT BERKUNJUNG KEMBALI : ANALISIS MODERASI KEPUASAN WISATAWAN

Retno Hernawati

doi:10.33480/jasdim.v4i2.7477

Penulis

Retno Hernawati Universitas Nusa Cendana

DOI:

https://doi.org/10.33480/jasdim.v4i2.7477

Kata Kunci:

Citra Destinasi, Kepuasan Wisatawan, Minat Berkunjung Kembali, Gua Kristal

Abstrak

Penelitian ini berangkat dari fenomena potensi wisata Gua Kristal yang sangat menarik, namun tingkat kunjungan ulang wisatawan masih rendah. Tujuan penelitian adalah untuk menganalisis pengaruh citra destinasi terhadap minat berkunjung kembali dengan memasukkan kepuasan wisatawan sebagai variabel moderasi. Metode yang digunakan adalah pendekatan kuantitatif dengan populasi seluruh wisatawan Gua Kristal. Teknik pengambilan sampel dilakukan secara incidental sampling dan diperoleh 120 responden. Instrumen penelitian berupa kuesioner dengan skala Likert 1–5, sementara analisis data menggunakan analisis regresi sederhana dan Moderated Regression Analysis (MRA). Hasil penelitian menunjukkan bahwa citra destinasi berpengaruh signifikan terhadap minat berkunjung kembali, serta kepuasan wisatawan mampu memperkuat pengaruh citra destinasi tersebut. Implikasi penelitian menegaskan pentingnya pengelola destinasi menjaga citra melalui aspek kebersihan, keamanan, fasilitas, dan strategi promosi yang tepat. Selain itu, kepuasan wisatawan harus menjadi prioritas utama dengan memberikan layanan ramah, fasilitas yang memadai, dan pengalaman yang menyenangkan, sehingga dapat meningkatkan minat wisatawan untuk kembali berkunjung.

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