Pengaruh Daya Tarik Wisata, Sapta Pesona dan Wom Terhadap Keputusan dan Kepuasan Pengunjung

 Genta Canegia, Rivera Pantro Sukma

Abstract


Penelitian ini bertujuan untuk mengkaji secara mendalam pengaruh daya tarik wisata, Sapta Pesona, dan Word of Mouth (WOM) terhadap keputusan berkunjung dan tingkat kepuasan pengunjung di destinasi wisata Fort Marlborough, Bengkulu. Pendekatan yang digunakan adalah kuantitatif dengan metode analisis Structural Equation Modeling (SEM) yang diolah melalui perangkat lunak SmartPLS 3.0. Sebanyak 120 responden dipilih melalui teknik purposive sampling, yaitu individu yang telah melakukan kunjungan ke Fort Marlborough minimal dua kali. Temuan penelitian menunjukkan bahwa variabel Sapta Pesona dan WOM berpengaruh signifikan terhadap pembentukan keputusan berkunjung dan kepuasan pengunjung. Sebaliknya, variabel daya tarik wisata tidak menunjukkan pengaruh yang signifikan terhadap kedua variabel endogen. Selain itu, keputusan berkunjung tidak secara langsung memengaruhi tingkat kepuasan yang dirasakan oleh pengunjung dan tidak terbukti memiliki peran sebagai mediasi dalam hubungan antarvariabel eksogen terhadap kepuasan pengunjung. Temuan ini menekankan pentingnya pengalaman langsung dan komunikasi interpersonal dalam menciptakan kepuasan pengunjung destinasi wisata. Studi ini memberikan kontribusi bagi pengembangan strategi pengelolaan destinasi wisata berbasis pengalaman.

Keywords


Daya Tarik Wisata; Sapta Pesona; Word of Mouth

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DOI: http://dx.doi.org/10.31314/tulip.8.1.38-50.2025

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Published Journal : Universitas Muhammadiyah Gorontalo. Addres Office : Jl. Prof. Mansoer Pateda, Desa Pentadio Timur, Kecamatan Telaga Biru Kabupaten Gorontalo, Provinsi Gorontalo. 96181