Faktor Emosional dan Kepuasan terhadap Niat Berkunjung Kembali pada Destinasi Wisata Pantai
DOI:
https://doi.org/10.37253/altasia.v8i2.12014Keywords:
norma subjektif, kepuasan wisatawan, sikap, niat berkunjung kembaliAbstract
Persaingan destinasi wisata pantai yang semakin ketat menuntut pemahaman mendalam mengenai faktor psikologis yang mempengaruhi niat berkunjung kembali wisatawan. Penelitian sebelumnya umumnya menempatkan kepuasan sebagai prediktor utama revisit intention, namun penelitian yang menguji perannya sebagai variabel mediasi dalam kerangka Theory of Planned Behavior pada konteks wisata pantai masih terbatas. Oleh karena itu, penelitian ini merumuskan permasalahan terkait pengaruh sikap dan norma subjektif terhadap niat berkunjung kembali dengan kepuasan sebagai variabel mediasi. Tujuan penelitian ini adalah menganalisis pengaruh sikap dan norma subjektif terhadap niat berkunjung kembali wisatawan pantai di Kota Batam melalui variabel mediasi kepuasan. Hasil penelitian menunjukkan bahwa sikap dan norma subjektif berpengaruh signifikan terhadap niat berkunjung kembali, sedangkan kepuasan tidak berpengaruh signifikan terhadap niat tersebut. Penelitian ini memiliki keterbatasan pada cakupan lokasi penelitian, jumlah responden, serta belum mempertimbangkan variabel emosional lain di luar kepuasan. Penelitian selanjutnya disarankan untuk menambahkan variabel seperti keterikatan emosional atau pengalaman wisata berkesan serta menggunakan pendekatan metode yang lebih beragam guna memperkaya pemahaman mengenai perilaku kunjungan kembali wisatawan.
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