PERAN USER GENERATED CONTENT DAN DESTINATION IMAGE DALAM MEMBENTUK SATISFACTION DAN REVISIT INTENTION KE CANDI BOROBUDUR
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Abstract
Keberhasilan industri pariwisata di masa kini tidak terlepas dari citra positif dari sebuah destinasi yang pada akhirnya dapat membentuk kepuasan dan intensi berkunjung kembali wisatawan. Penelitian ini bertujuan untuk mengkaji peran User Generated Content (UGC) dan Destinatinon Image dalam membentuk Satisfaction dan Revisit Intention wisatawan. Destinasi yang diteliti adalah Candi Borobudur, salah satu destinasi yang dikenal sebagai situs warisan bersejarah oleh UNESCO. Penelitian ini menguji bagaimana konten yang dibuat pengguna (UGC) dan persepsi terhadap suatu destinasi (Destination Image)saling berinteraksi untuk memengaruhi perilaku wisatawan, dalam hal ini adalah Satisfaction dan Revisit Intention ke Candi Borobudur. Data diperoleh melalui survey yang melibatkan 100 responden wisatawan Candi Borobudur dari golongan Gen Z. Temuan penelitian menekankan pentingnya UGC dalam membentuk Destination Image, yang berdampak signifikan pada Satisfaction wisatawan. Pengujian efek mediasi Destination Image dalam pengaruh UGC pada Satisfaction dan Revisit Intention menunjukkan bahwa Satisfaction menjadi pendorong utama Revisit Intention wisatawan untuk kembali mengunjungi destinasi tersebut. Keaslian penelitian ini terletak pada penggabungan perspektif UGC, Destination Image, Satisfaction, dan Revisit Intention dalam satu kerangka analisis yang kohesif. Implikasi praktis dari penelitian ini mencakup rekomendasi bagi pemasar destinasi untuk memanfaatkan UGC secara efektif dalam strategi pemasaran mereka dan mengelola Destination Image secara strategis. Penelitian ini berkontribusi pada pemahaman yang lebih mendalam tentang dinamika perilaku wisatawan di era digital dan memberikan wawasan berharga untuk pengembangan pariwisata berkelanjutan.
The success of the tourism industry today is inseparable from the positive image of a destination that can ultimately form tourists’ satisfaction revisit intention. This study aims to examine the role of User Generated Content (UGC) and destination imagery in shaping tourist satisfaction and their intention to revisit. The destination studied is Borobudur Temple, one of the destinations known as a historical heritage site by UNESCO. This study examines how user-generated content (UGC) and perception of a destination interact with each other to influence tourist behavior, in this case satisfaction and intention to revisit Borobudur Temple. The data was obtained through a survey involving 100 Borobudur Temple tourist respondents from the Gen Z group. Testing the mediating effect of destination image on the influence of UGC on satisfaction and intention to revisit shows that this satisfaction, then, becomes the main driver of tourists' intention to revisit the destination. The authenticity of this research lies in the incorporation of UGC perspectives, destination images, satisfaction, and intention to return in one cohesive analytical framework. The practical implications of this study include recommendations for destination marketers to make effective use of UGC in their marketing strategies and strategically manage destination imagery. This research contributes to a deeper understanding of the
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.Vinnie Willyanto, Universitas Tarumanagara
Student at Management Program, Faculty of Economics
Hetty Karunia Tunjungsari, Universitas Tarumanagara
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