PENGARUH KUALITAS LAYANAN TERHADAP NIAT BERKUNJUNG KEMBALI: PERAN MEDIASI DESTINATION IMAGE
DOI:
https://doi.org/10.31004/jrpp.v6i4.22334Keywords:
Remaja, Pengaruh, Bahasa Indonesia, Media SosialAbstract
Penelitian ini dilakukan untuk mengetahui hubungan antara kualitas layanan dan niat Kembali , serta peran Destination image sebagai mediator. Respondennya adalah wisatwan yang berkunjung sebelumnya ke destinasi wisata Golden Goose Hill atau yang dikenal dengan bukit angsa emas, yang ditentukan melalui kuesioner terstruktur dengan jumlah sampel 260 orang. Jenis penelitian yang digunakan adalah survei cross-sectional. Hasilnya menetapkan bahwa kualitas layanan berdampak positif terhadap niat untuk berkunjung kembali. Selain itu, kualitas layanan ditemukan memiliki pengaruh positif terhadap Destination image. Penelitian ini juga mengungkapkan bahwa Destination image berpengaruh signifikan terhadap niat berkunjung kembali. Destination image didirikan untuk memediasi dampak kualitas layanan terhadap niat berkunjung kembali. Temuan ini memberikan kontribusi berharga terhadap literatur yang ada mengenai pemasaran dan pariwisata. Perusahaan Pengelola Destinasi (DMC) disarankan untuk mempertimbangkan kualitas layanan dan Destination image ketika mengembangkan strategi untuk meningkatkan niat berkunjung kembali wisatawan.References
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