PENGARUH DESTINATION BRAND EXPERIENCE PADA INTENSI REKOMENDASI DAN KUNJUNGAN KEMBALI PARIWISATA TEGAL

Ghea Dwi Rahmadiane

doi:10.25134/equi.v19i01.4999

PENGARUH DESTINATION BRAND EXPERIENCE PADA INTENSI REKOMENDASI DAN KUNJUNGAN KEMBALI PARIWISATA TEGAL

Ghea Dwi Rahmadiane

Abstract

Abstract

Lack of research regarding destination brand measurement indicates that conceptualizing how tourists evaluate a destination brand is complex. Researcher examines destination branding via a new conceptualization, destination brand experience (DBE), which provides a more holistic and unified view of the destination brand. This study aimed to analyze the effect of a destination brand experience on revisit intention and intention recommend. This research conducted in four destination object in Pantai Alam Indah with Total amount of sample 109. This research using survey method with quantitative approach. Analysis tool used in this research is Partial Least Square (PLS) with Warp PLS 5.0 Program. Results showed that the destination brand experience has positive influence on revisit intention and intention to recommend. Destination brand experience has a positive and significant effect on the intentions of visitors' recommendations to the Pantai Alam Indah tourism destination. This means that the better the process of distributing information, ideas, thoughts and ideas from Pantai Alam Indah tourism to visitors, the higher the level of intention of visitors' recommendations to their relatives and friends. Destination brand experience has a positive and significant effect on the intention of returning visitors to the Pantai Alam Indah tourism destination. This means that the better the process of distributing information, ideas, thoughts and ideas from tourism at Pantai Alam Indah to visitors, will be followed by the level of intention of returning visitors to view the tourism destinations of Pantai Alam Indah.

Keywords: intention to recommend; intention to revisit; destination brand experience

Abstrak

Sedikitnya penelitian mengenai pengukuran merek destinasi mengindikasikan bagaimana sulitnya mengevaluasi sebuah merek destinasi. Peneliti membahas destination branding dengan sebuah konsep baru, destination brand experience (DBE), yang menyajikan pandangan lebih menyeluruh dan lebih baru tentang merek destinasi. Penelitian ini bertujuan untuk menganalisis pengaruh destination brand experience terhadap intensi kunjungan kembali dan intensi rekomendasi. Penelitian ini dilakukan pada empat obyek wisata di Pantai Alam Indah dengan total sampel 109 responden. Penelitian ini menggunakan metode survey dengan menggunakan pendekatan kuantitatif. Alat analisis yang digunakan dalam penelitian ini adalah Partial Least Square (PLS) dengan menggunakan program WarpPLS 5.0. Hasil penelitian ini menunjukkan bahwa destination brand experience berpengaruh positif kepada intensi kunjungan kembali dan intensi rekomendasi. Destination brand experience berpengaruh positif dan signifikan terhadap intensi rekomendasi pengunjung pada destinasi pariwisata Pantai Alam Indah. Artinya semakin baik proses penyaluran informasi, gagasan, pikiran dan ide dari pariwisata Pantai Alam Indah kepada pengunjung, maka akan semakin tinggi pula tingkat intensi rekomendasi pengunjung pada kerabat dan teman mereka. Destination brand experience berpengaruh positif dan signifikan terhadap intensi kunjungan kembali pengunjung pada destinasi pariwisata Pantai Alam Indah. Artinya semakin baik proses penyaluran informasi, gagasan, pikiran dan ide dari pariwisata di Pantai Alam Indah kepada pengunjung, akan diikuti dengan tingkat intensi kunjungan kembali pengunjung dalam memandang destinasi pariwisata Pantai Alam Indah.

Kata kunci: intensi kunjungan kembali; intensi rekomendasi; destination brand experience

Keywords

destination brand experience; intention to recommend; intention to revisit

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DOI: https://doi.org/10.25134/equi.v19i01.4999