Hubungan Antara Destination Image, Utilitarian Value, Hedonic Value Terhadap Behavioural Intention Dalam Industri Resort

Riyad Abdul Malik

Abstract


Behavioural intention merupakan perilaku wisatawan yang perlu dipahami oleh semua penyedia layanan destinasi wisata agar menarik banyak wisatawan untuk datang di masa depan. Penelitian ini mengkaji hubungan antara destination image, utilitarian value, dan hedonic value dalam membentuk behavioural intention. Penelitian ini menjadikan wisatawan yang mengunjungi beberapa resort di Indonesia sebagai populasi statistik. Sebanyak 185 wisatawan yang memenuhi kriteria sebagai sampel penelitian diminta untuk menjawab kuesioner. Metode yang digunakan dalam penelitian ini adalah survei dengan alat analisis SEM. Hasil penelitian menunjukkan bahwa destination image mempengaruhi utilitarian value dan hedonic value. Serta utilitarian value dan hedonic value bersama-sama mempengaruhi behavioural intention. Utilitarian value dan hedonic value menjadi variabel kunci dalam hubungan destination image terhadap behavioural intention. Hasil penelitian ini memberikan kontribusi teoritis dengan memperdalam pemahaman tentang behavioural intention. Selain itu, penelitian ini membantu kontribusi praktis bagi penyedia industri pariwisata khususnya resort.

Kata Kunci: Destination image, Satisfaction, Behavioural Intention, Consumer Behaviour.

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DOI: https://doi.org/10.37531/sejaman.v7i1.7722

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