Peran Mediasi Destination Image pada Hubungan Antara Perceived Constraints dan Visit Intention Wisata Surfing di Kawasan Pantai Uluwatu, Bali

Daniel Martan; Harley Kwesley; Marcus Remiasa; Yoel Wibowo

doi:10.9744/jmp.12.1.1-14

Authors

Daniel Martan Universitas Kristen Petra
Harley Kwesley Universitas Kristen Petra
Marcus Remiasa Universitas Kristen Petra
Yoel Wibowo Universitas Kristen Petra

DOI:

https://doi.org/10.9744/jmp.12.1.1-14

Keywords:

kendala yang dirasakan, citra destinasi, niat berkunjung

Abstract

Penelitian ini menganalisis pengaruh persepsi kendala terhadap citra destinasi dan niat berkunjung wisata selancar di kawasan Pantai Uluwatu, Bali. Persepsi kendala diukur melalui indikator keterbatasan dana, waktu, informasi, cuaca, lokasi, dan ketersediaan teman, sedangkan citra destinasi mencakup dimensi kognitif dan afektif. Data yang diperoleh melalui kuesioner tertutup dianalisis menggunakan metode Partial Least Squares (PLS). Hasil analisis menunjukkan bahwa persepsi kendala berpengaruh signifikan terhadap citra destinasi dan niat berkunjung. Citra destinasi juga terbukti berpengaruh signifikan terhadap niat berkunjung serta berperan sebagai variabel mediasi dalam hubungan antara persepsi kendala dan niat berkunjung. Temuan ini mengindikasikan bahwa pengelolaan persepsi kendala secara tepat dapat memperkuat citra destinasi dan mendorong peningkatan niat kunjungan wisatawan. Indikator dengan nilai outer loading tertinggi menunjukkan bahwa kualitas fasilitas layanan publik menjadi faktor dominan dalam membentuk citra destinasi Pantai Uluwatu, Bali. Oleh karena itu, peningkatan dan pemeliharaan kualitas fasilitas serta kebersihan lingkungan menjadi strategi penting dalam mempertahankan daya saing destinasi wisata selancar di kawasan Pantai Uluwatu, Bali.

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