EXPERIENCE TOUR PADA ERA NEW NORMAL BERBASIS NEOPHILIAN PERSONALITY: PERAN TRAVEL MOTIVES

Sulis Riptiono, Sigit Wibawanto

Abstract


Penelitian ini bertujuan untuk menguji peran motif perjalanan sebagai mediasi antara kepribadian neophilia dan pengalaman. Penelitian ini melibatkan 182 wisatawan di Kebumen sebagai sampel yang diambil dengan menggunakan tehnik purposive sampling. Data yang terkumpul diolah dengan menggunakan bantuan slat statistic SPSS dan dianalisis dengan menggunakan analisis jalur dan uji sobel. Hasil penelitian menunjukkan bahwa kepribadian neophilia konsumen terbukti berpengaruh positif terhadap motif perjalanan wisatawan dan pengalaman. Hal ini menunjukkan bahwa semua hipotesis yang diuji dalam penelitian ini dinyatakan diterima. Temuan lain juga menunjukkan bahwa motif perjalanan terbukti sebagai pemediasi antara kepribadian neophilian dan pengalaman.

 

Kata kunci: Kebumen, pandemic covid-19, tourism marketing, wisata travel

 

ABSTRACT

 

This study aims to examine the role of travel motives as a mediator between neophilic personality and experience. This study involved 182 tourists in Kebumen as samples taken using purposive sampling technique. The collected data was processed using SPSS statistical slats and analyzed using path analysis and Sobel test. The results showed that the consumer's neophilic personality proved to have a positive effect on tourists' travel motives and experiences. This shows that all the hypotheses tested in this study are accepted. Other findings also suggest that travel motives are shown to mediate between neophilian personality and experience.

 

Keywords: Kebumen, pandemic covid-19, tourism marketing, travelling


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DOI: http://dx.doi.org/10.33370/jmk.v18i2.585

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