FACTORS AFFECTING TOURIST REVISIT INTENTION IN BALI
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Abstract
Tujuan penelitian ini adalah untuk menyelidiki faktor yang mempengaruhi niat mengunjungi kembali Bali sebagai tempat wisata. Penelitian sebelumnya menunjukan bahwa fasilitas wisata dan pengalaman estetika merupakan faktor utama yang mempengaruhi niat mengunjungi kembali. Dalam penelitian ini selain menyelidiki pengaruh kedua faktor di atas terhadap niat mengunjungi kembali, juga diselidiki peran pengalaman estetika sebagai mediator dalam hubungan antara fasilitas wisata dan niat mengunjungi kembali. Sampel penelitian ditarik dengan metode purposive sampling dan terdapat sebanyak 137 responden yang berpartisipasi dalam penelitian ini. Data diolah dengan menggunakan SEM-PLS. Hasil penelitian mengungkapkan bahwa fasilitas wisata dan pengalaman estetika memiliki efek positif terhadap niat mengunjungi kembali. Hasil penelitian juga memperlihatkan penglaman estetika sebagai mediator dalam hubungan antara fasilitas wisata dan niat mengunjungi kembali. Hasil studi ini diharapkan dapat menjadi masukan bagi pemasar tempat wisata di Bali dalam menarik lebih banyak wisatawan.
The purpose of this study is to investigate factors affecting revisit intention of Bali as tourist destination. Previous researches showed that tourist facility and aesthetic experience are important factors that predict tourist destination revisit intention. This research tried to show that these two variables are the predictors of revisit intention and aesthetic experience is the mediator in the relationship between tourist facility and revisit intention. The sample of this research is 137 respondents drawn using purposive sampling. The data were analysed using SEM-PLS. The research results showed that both tourist facility and aesthetics experience affected revisit intention significantly. This study also proved that aesthetics experience is the mediator in the relationship between tourist facility and revisit intention. This research is intended to give more guidelines for marketers to get more tourists to Bali.
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References
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