Email this article CITRA DESTINASI TERHADAP MINAT BERKUNJUNG ULANG KE BANDUNG MELALUI MEMORABLE TOURISM EXPERIENCES
Abstract
Selama pandemi COVID-19, jumlah wisatawan ke Jawa Barat menurun sebesar 49,57 persen pada tahun 2020. Hasil penelitian ini diharapkan dapat membantu manajemen destinasi pariwisata dan dinas pariwisata Bandung, khususnya dengan meningkatkan daya tarik wisatawan untuk kembali ke Bandung, yang pada akhirnya akan meningkatkan ekonomi masyarakat di sekitar Bandung melalui sektor pariwisata. Populasi yang digunakan adalah semua wisatawan yang pernah mengunjungi Bandung setidaknya sekali dalam satu tahun terakhir dan berdomisili di Jakarta; sampelnya terdiri dari 150 orang yang tersebar di seluruh Jabodetabek. Analisis kuantitatif yang digunakan dalam penelitian ini adalah analisis SEM. Destination image dan memorable tourism experiences memiliki dampak positif dan signifikan terhadap revisit intention, dan memorable tourism experiences dapat memediasi dampak destination image terhadap revisit intention. Hasil penelitian ini mungkin memiliki dampak yang signifikan pada bagaimana manajemen destinasi pariwisata Bandung dijalankan. Diharapkan bahwa dinas pariwisata Bandung dapat menggunakan pemahaman yang lebih baik tentang hubungan yang positif dan signifikan antara citra destinasi dan pengalaman wisata yang berkesan terhadap niat untuk berkunjung kembali untuk membantu meningkatkan strategi pemasaran dan promosi destinasi mereka.
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DOI: http://dx.doi.org/10.22441/jdm.v7i1.24649
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