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MENGUJI MEMORABLE TOURISM EXPERIENCES TERHADAP NIAT KUNJUNG ULANG WISATAWAN PADA GEOPARK DI KEBUMEN | Riptiono | Jurnal Manajemen Kewirausahaan

MENGUJI MEMORABLE TOURISM EXPERIENCES TERHADAP NIAT KUNJUNG ULANG WISATAWAN PADA GEOPARK DI KEBUMEN

Sulis Riptiono

Abstract


Memorable tourism experiences telah menjadi konsep yang penting dalam pemasaran wisata khususnya menumbuhkan niat pengunjung untuk berkunjung ulang. Makadari itu, tujuan penelitian ini adalah untuk menguji pengaruh dimensi-dimensi MTE’s terhadap niat berkunjung ulang pada Geopark Karangsambung di Kebumen. Studi ini melibatkan sebanyak 100 wisatawan yang berkunjung pada objek wisata tersebut. Tehnik pengambilan sample yang digunakan dengan convenience sampling. Data yang terkumpul diolah dengan menggunakan SPSS versi 28 dan dianalisis menggunakan analisis regresi berganda. Hasil penelitian menunjukkan bahwa dari ketujuh variable dari MTE’s, terdapat empat variable yang diterima dan tiga variable yang ditolak. Local culture, knowledge, involvement, dan novelty secara signifikan terbukti berpengaruh pada revisit intention. Sedangkan hedonism, refreshment, dan meaningfulness tidak terbukti memberukan pengaruh pada revisit intention. Novelty merupakan variable yang memiliki pengaruh terbesar bagi niat wisatawan untuk melakukan kunjungan ulang pada Geopark Karangsambung.

 

Kata kunci: geopark, memorable tourism, niat kunjung ulang, pemasaran wisata, pengalaman

 

 

ABSTRACT

 

Memorable tourism experiences have become an important concept in tourism marketing, especially in cultivating visitor intentions to revisit. Therefore, the purpose of this study was to examine the effect of MTE's dimensions on intention to return to the Karanggulung Geopark in Kebumen. This study involved as many as 100 tourists who visited the tourist attraction. The sampling technique used is convenience sampling. The collected data were processed using SPSS version 28 and analyzed using multiple regression analysis. The results showed that of the seven variables from MTE's, there were four variables that were accepted and three variables that were rejected. Local culture, knowledge, involvement, and novelty are significantly proven to have an effect on revisit intention. Meanwhile, hedonism, refreshment, and meaningfulness are not proven to have an effect on revisit intention. Novelty is the variable that has the greatest influence on tourist intentions to make a repeat visit to the Karanggulung Geopark.

 

Keywords: experiences, geopark, marketing tourism, memorable tourism, revisit intention


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DOI: http://dx.doi.org/10.33370/jmk.v19i2.941

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