THE INFLUENCE OF MEMORABLE SOUVENIRS SHOPPING EXPERIENCE AND PLACE IDENTITY ON REVISIT INTENTION (THE CASE OF YOGYAKARTA)
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Abstract
Yogyakarta adalah penyumbang terbesar kedua bagi Indonesia setelah Bali untuk industri pariwisata dan salah satu dari tiga wilayah emas yang disebut sebagai Joglosemar (Yogyakarta, Solo, dan Semarang). Malioboro salah satu ikon di Yogyakarta, tempat ini menjadi yang paling banyak dikunjungi oleh wisatawan domestik. Penelitian ini berupaya untuk mengetahui pengaruh pengalaman belanja souvenir berkesan pada niat mengunjungi kembali dengan variabel mediasi yaitu identitas tempat dan hubungan masing-masing variabel. Metode penelitian ini adalah kuantitatif, di mana data yang dikumpulkan melalui kuesioner online menggunakan Google Form dan menyebar ke responden target, yaitu orang-orang yang telah mengunjungi Yogyakarta. PLS 3.2.8 digunakan sebagai alat untuk menganalisis data. Hasil penelitian menunjukkan adanya dampak langsung dari pengalaman belanja souvenir berkesan pada niat mengunjungi kembali dan juga identitas tempat pada niat mengunjungi kembali. Penelitian ini juga membuktikan peran mediasi identitas tempat dalam hubungan antara pengalaman belanja souvenir berkesan dan niat mengunjungi kembali. Implikasi penelitian juga dibahas dalam penelitian ini .Penelitian lanjutan dapat menambah variabel lain yang berkaitan dengan pengalaman pariwisata.
Yogyakarta is the second biggest contributor after Bali for Indonesia tourism industry. This area is also known as Joglosemar (Yogyakarta, Solo, and Semarang), a golden triangle for tourism. Malioboro is one of the icons in Yogyakarta, this place become the most visited destination by domestic tourists. This research attempted to find the impact of memorable souvenir shopping experience on revisit intention with place identity as the mediating variable. The methodology of this research was quantitative in nature, where the data collected using google form online questionnaire spreading to the target respondents who are the visitors of Yogyakarta. PLS 3.2.8 was adopted as a tool to analyze the data. The result showed that there is a direct impact of memorable souvenirs shopping experience on revisit intention and also place identity on revisit intention. This research also showed a mediating role of place identity in the relationship between memorable souvenirs shopping experience and revisit intention. The managerial implication was also discussed. The future research may add another variable related to tourist experience.
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References
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