MODEL PERILAKU WISATAWAN DESTINASI WISATA SPIRITUAL: APLIKASI SERVICE DOMINANT LOGIC PADA INDUSTRI PARIWISATA
DOI:
https://doi.org/10.22441/mix.2021.v11i1.008Kata Kunci:
SD-Logic, kualitas pengalaman, citra destinasi, loyalitas wisatawanAbstrak
Industri pariwisata dan perhotelan merupakan kelompok industri yang bergerak pada sektor jasa. Industri-industri ini menawarkan jasa sebagai nilai produk utama. Paradigma service dominant logic (SD-Logic) merupakan evolusi dari paradigma goods dominant logic (GD-Logic). Pada paradigma SD-Logic, konsumen dianggap sebagai partisipan yang penting dalam penciptaan nilai produk. Penelitian ini bertujuan untuk mendeskripsikan bagaimana perilaku wisatawan terbentuk melalui model yang dibentuk berdasarkan paradigma SD-Logic. Variabel yang digunakan dalam model penelitian antara lain: kualitas pengalaman wisatawan, citra destinasi wisata, dan loyalitas wisatawan. Data dikumpulkan melalui survei pada 120 wisatawan dari berbagai destinasi wisata spiritual di Provinsi Jawa Timur, Indonesia. Analisis data dilakukan menggunakan metode regresi linier. Hasil penelitian menunjukkan bahwa kualitas pengalaman wisatawan tidak memiliki pengaruh signifikan terhadap loyalitas wisatawan, namun memiliki pengaruh signifikan terhadap citra destinasi wisata. Temuan lain yang ditemukan pada penelitian ini adalah citra destinasi wisata memiliki peran mediasi penuh pada hubungan antara kualitas pengalaman wisatawan dan loyalitas wisatawan.Referensi
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