Pengaruh Food Consumption Value Terhadap Citra Kota Surabaya Sebagai Tujuan Wisata Kuliner dan Niat Berkunjung Kembali Wisatawan Domestik

Alexander Jerry Fudyanto; Nicholas Christopher Munadi; Deborah Christine Widjaja

doi:10.9744/jmp.11.1.40-58

Authors

Alexander Jerry Fudyanto Universitas Kristen Petra
Nicholas Christopher Munadi Universitas Kristen Petra
Deborah Christine Widjaja Universitas Kristen Petra

DOI:

https://doi.org/10.9744/jmp.11.1.40-58

Keywords:

food consumption value, nilai fungsional, nilai emosional, nilai prestise, nilai interaksi, nilai epistemik, citra destinasi, niat berkunjung ulang

Abstract

Bisnis di bidang makanan dan minuman merupakan bisnis yang sangat populer. Dalam hal ini food consumption value memiliki dimensi nilai atau value yang penting yang diduga dapat membentuk citra destinasi kuliner yang kuat dari suatu lokasi dan juga penting dalam membangun niat berkunjung ulang. Penelitian ini bertujuan untuk menganalisa pengaruh food consumption value terhadap citra destinasi kuliner Surabaya dan niat berkunjung ulang. Penelitian ini melibatkan 219 responden yang pernah berwisata kuliner di Surabaya melalui metode pengambilan sampel purposive sampling. Analisa data menggunakan SEM-PLS dengan aplikasi pengolahan data smart PLS. Hasil penelitian menunjukan bahwa beberapa dimensi dari food consumption value yaitu nilai fungsional, emosional, dan prestise tidak berpengaruh terhadap citra destinasi. Dimensi nilai interaksi dan epistemik berpengaruh signifikan positif terhadap citra destinasi. Citra destinasi didapati berpengaruh signifikan positif terhadap niat berkunjung ulang.

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