Pengujian Variabel Anteseden Loyalitas Destinasi Wisatawan Mancanegara Di Bali
Abstrak
The aims of this study is to identify antecedent variables in the formation of tourist destination loyalty. The purposive sampling method was carried out on 180 foreign tourists in Bali in 2018, and data were analyzed by SEM. This study consisted of two exogenous variables and three endogenous variables, processed using Structure Equation Modeling (SEM) analysis techniques. Primary data collection is done by a valid and reliable questionnaire. The results of the analysis show that tourist trust is the most important antecedent in forming destination loyalty that plays a mediating role in the relationship of destination image, strategic impact of destination, and satisfaction with destination loyalty. In addition, it is also known that the destination image and strategic impact of the destination have a significant effect on satisfaction and trust. On the relationship of relational quality with destination loyalty it is known that satisfaction has no significant effect on destination loyalty. Trust in addition to having a significant effect on destination loyalty also plays a mediating role in the relationship of satisfaction and destination loyalty. The managerial implication of this finding is that tourist destination managers must maintain tourist trust in order to increase destination loyalty. Tujuan penelitian ini adalah mengidentifikasi variabel-variabel anteseden dalam pembentukan loyalitas destinasi wisata. Metode purposive sampling dilakukan pada 180 wisatawan mancanegara di Bali pada Tahun 2018, serta data dianalisis dengan SEM. Penelitian ini terdiri atas dua variabel eksogen dan tiga variabel endogen, diolah dengan menggunakan teknik analisis Structure Equation Modeling (SEM). Pengumpulan data primer dilakukan dengan kuesioner yang valid dan reliabel. Hasil analisis menunjukkan bahwa kepercayaan wisatawan merupakan anteseden terpenting dalam pembentukan loyalitas destinasi yang memainkan peran mediasi pada hubungan citra destinasi, dampak strategis destinasi, dan kepuasan dengan loyalitas destinasi. Selain itu juga diketahui citra destinasi dan dampak strategis destinasi berpengaruh signifikan terhadap kepuasan dan kepercayaan. Pada hubungan kualitas relasional dengan loyalitas destinasi diketahui kepuasan berpengaruh tidak signifikan terhadap loyalitas destinasi. Kepercayaan selain berpengaruh signifikan terhadap loyalitas destinasi juga memainkan peran mediasi pada hubungan kepuasan dan loyalitas destinasi. Implikasi manajerial atas temuan ini adalah para pengelola destinasi wisata harus mempertahankan kepercayaan wisatawan agar dapat meningkatkan loyalitas destinasi.Referensi
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