The Effect of Tourist Attractions and Facilities on Tourist’ Revisit Intention in Kerinci Regency, with Visitor Satisfaction as a Mediating Variable

Agis Pratama; Zaitul Zaitul; Reni Yuliviona

doi:10.37301/jmubh.v20i1.27096

Authors

Agis Pratama universitas bung hatta
Zaitul Zaitul
Reni Yuliviona

DOI:

https://doi.org/10.37301/jmubh.v20i1.27096

Keywords:

revisit intention

Abstract

Penelitian ini bertujuan untuk menguji pengaruh daya tarik wisata dan fasilitas wisata terhadap minat berkunjung kembali wisatawan, dan menguji peran variabel kepuasan pengunjung sebagai mediasi. Penelitian ini didukung oleh Teori Diskonfirmasi Harapan. Penelitian ini menggunakan strategi kuantitatif untuk mengumpulkan data primer dengan menyebarkan kuesioner kepada 95 responden yang merupakan wisatawan di tempat wisata Kabupaten Kerinci tahun 2024. Kuesioner diisi oleh semua responden, dengan persentase respons 100%. Perangkat lunak statistik Smart-Partial Least Square (PLS) 3.0 digunakan untuk menganalisis data dengan menggunakan model Measurent Model Assessment (MMA). Evaluasi model pengukuran dan penilaian model struktural menghasilkan hasil dengan daya prediksi dan relevansi yang tinggi. Pengujian hipotesis menunjukkan empat pengaruh langsung yang signifikan: (i) daya tarik wisata dan minat berkunjung kembali; (ii) daya tarik wisata dan kepuasan pengunjung wisata; (iii) fasilitas wisata dan kepuasan pengunjung wisata; (iv) kepuasan pengunjung dan minat berkunjung kembali. Namun, ada satu pengaruh langsung yang tidak signifikan, yaitu fasilitas wisata dan minat berkunjung kembali. Selain itu, pengujian hipotesis menunjukkan bahwa kepuasan pengunjung memediasi hubungan antara daya tarik wisata dengan niat wisatawan untuk berkunjung kembali dengan tipe mediasi komplementer, dan kepuasan pengunjung memediasi hubungan antara fasilitas wisata dengan niat wisatawan untuk berkunjung kembali dengan tipe mediasi tidak langsung saja.

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