Pengaruh komponen pariwisata terhadap kepuasan wisatawan yang berdampak pada loyalitas destinasi di Kota Sabang - Aceh

Mella, Reckyanto (2024) Pengaruh komponen pariwisata terhadap kepuasan wisatawan yang berdampak pada loyalitas destinasi di Kota Sabang - Aceh. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh komponen pariwisata terhadap kepuasan wisatawan yang berujung pada loyalitas destinasi di Kota Sabang Provinsi Aceh. Penelitian ini dilakukan dengan pendekatan kuantitatif. Sebanyak empat ratus dua puluh sembilan responden dilibatkan dalam penelitian ini. Responden yang berpartisipasi datang dari berbagai latar belakang gender, usia, pekerjaan dan domisili. Pertanyaan yang diberikan kepada responden dimaksudkan agar dapat menjelaskan bagaimana variabel atraksi, amenitas, aksesibilitas dan ancillary services dapat mempengaruhi kepuasan wisatawan serta untuk dapat melihat pengaruhnya terhadap loyalitas destinasi sebagai variabel dependen. Data yang dikumpulkan kemudian dianalisa menggunakan metode SEM dan aplikasi SmartPLS. Teknik pengambilan sampel dalam penelitian ini adalah teknik non-probability sampling, dengan subteknik convenience sampling. Hasil penelitian ini ialah bahwa atraksi berpengaruh positif terhadap kepuasan wisatawan maupun loyalitas destinasi, demikian juga berpengaruh terhadap loyalitas destinasi melalui kepuasan wisatawan. Amenitas berpengaruh positif terhadap kepuasan wisatawan namun tidak berpengaruh positif secara langsung terhadap loyalitas destinasi. Amenitas berpengaruh positif secara tidak langsung terhadap loyalitas destinasi jika melalui kepuasan wisatawan. Aksesibilitas berpengaruh positif secara langsung terhadap kepuasan wisatawan dan loyalitas destinasi. Aksesibilitas juga berpengaruh positif terhadap loyalitas destinasi jika melalui kepuasan wisatawan. Ancillary serices berpengaruh positif terhadap kepuasan wisatawan namun tidak berpengaruh positif secara langsung terhadap loyalitas destinasi. Ancillary services menjadi berpengaruh positif terhadap loyalitas destinasi jika diukur melalui kepuasan wisatawan. Kepuasan wisatawan berpengaruh positif terhadap loyalitas destinasi. Penelitian ini diharapkan dapat memberikan masukkan perbaikan terhadap sektor mana yang harus menjadi perhatian pembenahan untuk perbaikan destinasi pariwisata di Kota Sabang Provinsi Aceh. Kata kunci : Atraksi, Amenitas, Aksesibilitas, Ancillary services, Kepuasan Wisatawan, Loyalitas Destinasi. / This research was conducted with the aim of finding out the influence of tourism components on tourist satisfaction which leads to destination loyalty in Sabang City, Aceh Province. This research was conducted using a quantitative approach. A total of four hundred and twenty nine respondents were involved in this research. Respondents who participated came from various gender, age, work and domicile backgrounds. The questions given to respondents were intended to explain how the variables of attractions, amenities, accessibility and ancillary services can influence tourist satisfaction and to be able to see their influence on destination loyalty as a dependent variable. The data collected was then analyzed using the SEM method and the SmartPLS application. The sampling technique in this research is a non-probability sampling technique, with a convenience sampling sub technique. The results of this research are that attractions have a positive effect on tourist satisfaction and destination loyalty, as well as influence destination loyalty through tourist satisfaction. Amenities have a positive effect on tourist satisfaction but do not have a direct positive effect on destination loyalty. Amenities have an indirect positive effect on destination loyalty through tourist satisfaction. Accessibility has a direct positive effect on tourist satisfaction and destination loyalty. Accessibility also has a positive effect on destination loyalty through tourist satisfaction. Ancillary series have a positive effect on tourist satisfaction but do not have a direct positive effect on destination loyalty. Ancillary services have a positive influence on destination loyalty if measured through tourist satisfaction. Tourist satisfaction has a positive effect on destination loyalty. It is hoped that this research can provide input for improvements in which sectors should be of concern for improving tourism destinations in Sabang City, Aceh Province. Keywords : Attractions, Amenities, Accessibility, Ancillary services, Tourist Satisfaction, Destination Loyalty.

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