Sikap pengunjung sebagai mediasi antara citra destinasi, persepsi nilai, kualitas layanan, dan loyalitas pengunjung wisata pantai
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Abstract
The study specifically examines the clout of quality of service, value perception, and image of destination on visitor attitudes and loyalty. The sample was chosen utilizing purposive sampling means from tourists who visited beach tourism destinations in Lampung Province at least 2 times between 2021 and 2023, consisting of 330 respondents. In this study, data is analyzed based on the SEM method. The results of this study indicate that service quality and destination image affect visitor attitudes, but perceived value does not affect visitor attitudes. Service quality, perceived value, and destination image affect visitor loyalty, while visitor attitudes do not affect visitor loyalty. Then, visitor attitudes are unable to act as a mediating variable that connects service quality, perceived value, and destination image with visitor loyalty. The recent findings present prominent research inferences for expanding lore about the loyalty of destination means, especially those rivets on coastal tourism destinations.
Studi ini secara khusus meneliti efek kualitas layanan, persepsi nilai, dan citra destinasi terhadap sikap dan loyalitas pengunjung. Sampel diambil memakai metode purposive sampling dari wisatawan yang mengunjungi destinasi wisata pantai di Provinsi Lampung minimal 2 kali antara tahun 2021 sampai dengan tahun 2023, terdiri dari 330 responden. Dalam penelitian ini, data dianalisis berdasarkan metode SEM. Hasil kajian ini membuktikan bahwa kualitas layanan dan citra destinasi memengaruhi sikap pengunjung, tetapi persepsi nilai tidak memengaruhi sikap pengunjung. Kualitas pelayanan, persepsi nilai, dan citra destinasi berdampak pada loyalitas pengunjung, sedangkan sikap pengunjung tidak berdampak pada loyalitas pengunjung. Kemudian, sikap pengunjung tidak mampu berperan sebagai variabel mediasi yang menghubungkan kualitas layanan, persepsi nilai, dan citra destinasi dengan loyalitas pengunjung. Temuan ini memberikan implikasi penelitian yang signifikan untuk memperluas pengetahuan tentang proses loyalitas destinasi, terutama yang berfokus pada destinasi wisata pantai.
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