PERAN CITRA DESTINASI, AKSESIBILITAS, DAN KEPUASAN WISATAWAN DALAM MENINGKATKAN NIAT KUNJUNGAN ULANG WISATAWAN KE YOGYAKARTA
DOI:
https://doi.org/10.32509/jmb.v5i1.5296Keywords:
Citra Destinasi, Aksesibilitas, Kepuasan Wisatawan, Niat Kunjungan Ulang, Pariwisata BerkelanjutanAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh citra destinasi, aksesibilitas, dan kepuasan wisatawan terhadap niat kunjungan ulang wisatawan ke Yogyakarta. Permasalahan utama yang diangkat adalah rendahnya tingkat kunjungan ulang meskipun Yogyakarta memiliki potensi wisata yang unggul. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner yang dibagikan kepada wisatawan yang telah mengunjungi Yogyakarta. Data dianalisis menggunakan model persamaan struktural berbasis varians (PLS-SEM). Hasil penelitian menunjukkan bahwa citra destinasi dan aksesibilitas memiliki pengaruh positif dan signifikan terhadap kepuasan wisatawan, serta terhadap niat kunjungan ulang. Selain itu, kepuasan wisatawan juga ditemukan memediasi pengaruh citra destinasi terhadap niat kunjungan ulang, namun tidak memediasi pengaruh aksesibilitas. Indikator utama yang memengaruhi citra destinasi adalah keunikan budaya dan keramahan masyarakat, sedangkan aksesibilitas dipengaruhi oleh ketersediaan transportasi dan infrastruktur yang memadai. Penelitian ini sejalan dengan studi terdahulu yang menunjukkan pentingnya pengelolaan citra destinasi dan aksesibilitas dalam meningkatkan loyalitas wisatawan. Implikasi dari penelitian ini adalah pentingnya pendekatan strategis yang holistik dalam pengelolaan destinasi wisata. Pengelola destinasi disarankan untuk meningkatkan citra dan aksesibilitas destinasi, sekaligus menciptakan pengalaman wisata yang memuaskan untuk mendukung keberlanjutan pariwisata. Dengan demikian, Yogyakarta dapat mempertahankan posisinya sebagai destinasi wisata unggulan yang mampu menarik wisatawan untuk kembali. Penelitian ini juga membuka peluang untuk eksplorasi variabel tambahan seperti teknologi dan keberlanjutan dalam konteks pengembangan pariwisata.
References
Afshardoost, M., & Eshaghi, M. S. (2020). Destination image and tourist behavioural intentions: A meta-analysis. Tourism Management. https://www.sciencedirect.com/science/article/pii/S0261517720300789
Bayih, B. E., & Singh, A. (2020). Modeling domestic tourism: motivations, satisfaction and tourist behavioral intentions. Heliyon, 6(9). https://doi.org/https://doi.org/10.1016/j.heliyon.2020.e04839
Cakici, A. C., Akgunduz, Y., & Yildirim, O. (2019). The impact of perceived price justice and satisfaction on loyalty: the mediating effect of revisit intention. Tourism Review, 74(3), 443–462. https://doi.org/https://doi.org/10.1108/TR-02-2018-0025
Chin, C.-H., Law, F.-Y., Lo, M.-C., & Ramayah, T. (2018). The Impact of Accessibility Quality and Accommodation Quality on Tourists’ Satisfaction and Revisit Intention to Rural Tourism Destination in Sarawak: The Moderating Role of Local Communities’ Attitude. Global Business and Management Research: An International Journal, 10(2), 115–127.
Diartika, F., Rafika, T., Indartin, D., & Rizka, H. (2024). KEPUASAN WISATAWAN PANTAI TANJUNG PAPUMA , KABUPATEN JEMBER BERDASARKAN IMPORTANCE PERFORMANCE ANALYSIS. 7(3), 44–53.
Ghozali, I., & Latan, H. (2020). Partial Least Squares: Konsep, Teknik dan Aplikasi Menggunakan SmartPLS 3.0 Untuk Penelitian Empiris (Vol. 2). Universitas Diponegoro.
Giao, H. N. K., Ngan, N. T. K., Phu, N. P. H., Tuan, H. Q., Hong, H. K., Anh, H. D. T., Nhu, D. T. H., & Lan, N. T. (2020). How Destination Image Factors Affect Domestic Tourists Revisit Intention to Ba Ria-Vung Tau Province, Vietnam. Journal of Asian Finance, Economics and Business, 7(6), 209 – 220. https://doi.org/doi:10.13106/jafeb.2020.vol7.no6.209
Joseph F. Hair, J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
Kotler, P., & Keller, K. L. (2016). Marketing Management 16 edition (16th ed.). Pearson Prentice Hall.
Malikhah, S. (2023). Pengaruh Citra Destinasi, Fasilitas Dan Pengalaman Pembelian Terhadap Minat Berkunjung Kembali Pada Wisata Puncak Becici Yogyakarta. Upajiwa Dewantara, 7(1).
Muhamad, N. (2023). Provinsi Tujuan Turis Lokal Terbanyak hingga Juni 2023, Jatim Kalahkan Bali. Https://Databoks.Katadata.Co.Id/. https://databoks.katadata.co.id/datapublish/2023/08/03/provinsi-tujuan-turis-lokal-terbanyak-hingga-juni-2023-jatim-kalahkan-bali
Ningrum, W. P. (2021). Niat Berkunjung Kembali Dan Kesediaan Getok Tular Wisatawan Pada Wisatawan Pantai Jetis Kabupaten Cilacap. Jurnal Ekonomi, Bisnis, Dan Akuntansi, 23(4), 47–59. https://doi.org/https://doi.org/10.32424/jeba.v23i4.2878
Ningtiyas, E. A., & Alvianna, S. (2021). Analisis pengaruh attraction, accessibility, amenity, ancillary terhadap minat berkunjung wisatawan melalui loyalitas wisatawan sebagai variabel mediasi. Media Wisata, 19(1), 83–96. https://doi.org/https://doi.org/10.36276/mws.v19i1
Pratiwi, K. A., Sudarsana, I. M., Putu, I., Adi, M., Manajemen, P., Ekonomi, F., & Indonesia, U. H. (2024). Membangun Konsep Niat Berkunjung Kembali Ke Desa Wisata Di Kabupaten Buleleng Bali. 29(03), 528–551.
Prayag, G. (2009). Tourists’ Evaluations Of Destination Image, Satisfaction, And Future Behavioral Intentions—The Case Of Mauritius. Journal of Travel & Tourism Marketing, 26(8), 836–853. https://doi.org/https://doi.org/10.1080/10548400903358729
Pusat Data dan Sistem Informasi. (2021). Statistik Pariwisata dan Ekonomi Kreatif 2020. Pusat Data dan Sistem Informasi Kementerian Pariwisata dan Ekonomi Kreatif.
Rahmawati, A., & Hanif, A. (2025). FASILITAS DAN PELAYANAN PRIMA : MENINGKATKAN MINAT WISATAWAN UNTUK BERKUNJUNG KEMBALI KE PANTAI. Jurnal Sains Terapan Pariwisata, 10(1), 46–56. https://doi.org/10.56743/jstp.v10i1.482
Rasoolimanesh, S. M., Seyfi, S., Rastegar, R., & ... (2021). Destination image during the COVID-19 pandemic and future travel behavior: The moderating role of past experience. In … Marketing & Management. Elsevier. https://www.sciencedirect.com/science/article/pii/S2212571X21000688
Safitasari, C., & Maftukhah, I. (2017). Pengaruh Kualitas Layanan, Promosi Dan Citra Destinasi Terhadap Kepuasan Melalui Keputusan Pengunjung. Management Analysis Journal, 6(3). https://doi.org/https://doi.org/10.15294/maj.v6i3.17500
Sekaran, U., & Bougie, R. (2017). Metode Penelitian untuk Bisnis: Pendekatan Pengembangan-Keahlian, Edisi 6 Buku 1 (6th ed.). Salemba Empat.
Simeon, M. I., Buonincontri, P., Cinquegrani, F., & Martone, A. (2017). Exploring tourists’ cultural experiences in Naples through online reviews. Journal of Hospitality and Tourism Technology, 8(2), 220–238. https://doi.org/https://doi.org/10.1108/JHTT-10-2016-0067
Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D. Alfabeta.
Downloads
Published
Issue
Section
License
Copyright Notice
Author(s) Rights
As a journal author, you have rights for a large range of uses of your article, including use by your employing institute or company. These Author rights can be exercised without the need to obtain specific permission. Authors publishing in JMB : Jurnal Manajemen dan Bisnis journals have wide rights to use their works for teaching and scholarly purposes without needing to seek permission, including use for classroom teaching by Author or Author's institutional presentation at a meeting or conference and distributing copies to attendees; use for internal training by author's company; distribution to colleagues for their research use; use in a subsequent compilation of the author's works; inclusion in a thesis or dissertation; reuse of portions or extracts from the article in other works (with full acknowledgment of final article); preparation of derivative works (other than commercial purposes) (with full acknowledgment of final article); voluntary posting on open web sites operated by author or author’s institution for scholarly purposes (should follow CC by SA License).
Authors can copy and redistribute the material in any medium or format, as well as remix, transform, and build upon the material for any purpose, even commercially, but they must give appropriate credit (cite to the article or content), provide a link to the license, and indicate if changes were made. If you remix, transform, or build upon the material, you must redistribute your contributions under the same license as the original.
Retained Rights/Terms and Conditions
Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
Copyright Transfer Agreement (for Publishing)
The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright publishing of the article shall be assigned/transferred to JMB: Jurnal Manjemen dan Bisnis journal and Department of Management, Universitas Prof. Dr. Moestopo (Beragama) as Publisher of the journal. Upon acceptance of an article, authors will be asked to complete a 'Copyright Transfer Agreement' (see more information on this). An e-mail will be sent to the corresponding author confirming receipt of the manuscript together with a 'Copyright Transfer Agreement' form by the online version of this agreement.
JMB: Jurnal Manajemen dan Bisnis journal and Department of Management, Universitas Prof. Dr. Moestopo (Beragama), the Editors and the Advisory Editorial Board make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in the JMB: Jurnal Manajemen dan Bisnis are sole and exclusive responsibility of their respective authors and advertisers.
Remember, even though we ask for a transfer of copyright, our journal authors retain (or are granted back) significant scholarly rights as mention before.
