Atribut Budaya, Kepuasan dan Loyalitas Wisatawan dengan Model Multi Group Analysist: Analisis Kunjungan Wisatawan Pertama Kali dan Kunjungan Berulang

Rio Dhani Laksana, Intan Shaferi, Sigit Wibowo, Titi Nurfitri, Sri Murni Setyawati

Abstract


Penelitian ini menganalisis pengaruh atribut budaya destinasi wisata terhadap tingkat kepuasan wisatawan dan dampaknya terhadap tingkat kepuasan terhadap loyalitas wisatawan. Selain itu, analisis kelompok ganda dilakukan dalam penelitian ini untuk membandingkan tanggapan pengunjung pertama kali dan pengunjung berulang. Penelitian ini akan fokus pada perbedaan kepuasan, loyalitas dan frekuensi waktu kunjungan berulang ke destinasi budaya, dengan perbandingan antar kelompok wisatawan dalam hal frekuensi kunjungan. Kuesioner penelitian dikembangkan dengan menggunakan metode kuesioner self-administered yang digunakan untuk mensurvei 115 wisatawan yang berkunjung ke Malioboro Yogyakarta dengan convenience sampling. Metode penelitian kuantitatif diadopsi dalam penelitian ini menggunakan Multi-Group Analysis (MGA) dan measurement invariance of composites (MICOM) sebelum dimasukkan ke dalam model persamaan struktural kuadrat (PLS-SEM) dan discriminant validity yang digunakan berdasarkan kriteria Fornell–Larcker yang digunakan untuk memahami peran masing-masing atribut destinasi budaya, kepuasan wisatawan dan loyalitas wisatawan. Hasil penelitian ini menunjukkan bahwa atraksi budaya pada suatu destinasi mempengaruhi penilaian kepuasan pengunjung secara keseluruhan, dan penilaian kepuasan tertentu menentukan loyalitas wisatawan untuk kembali ke destinasi wisata. Hubungan antara atraksi budaya, kepuasan dan loyalitas pengunjung merupakan faktor yang signifikan bagi kedua kelompok yang diteliti.
Kata kunci: atribut budaya; kepuasan; loyalitas wisatawan; analisis multi grup.


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