Ketika Pulau Dewata Semakin Padat: Suara Wisatawan Nusantara Terhadap Kepadatan Destinasi

Getrudis Graciela Soehardi; Serli Wijaya

doi:10.9744/jmp.12.1.65-78

Authors

Getrudis Graciela Soehardi Universitas Kristen Petra
Serli Wijaya Universitas Kristen Petra

DOI:

https://doi.org/10.9744/jmp.12.1.65-78

Keywords:

overtourism, kepuasan turis, niat berkunjung kembali, pariwisata berkelanjutan

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh overtourism terhadap tourist satisfaction dan revisit intention wisatawan nusantara ke Bali, Indonesia. Overtourism merujuk pada pertumbuhan wisatawan yang tak terkendali yang berdampak pada kualitas destinasi wisata. Tourist satisfaction terbentuk berdasarkan perbandingan antara ekspektasi dan pengalaman aktual yang memengaruhi niat seorang wisatawan untuk mengunjungi kembali suatu destinasi wisata di masa depan (revisit intention). Penelitian ini menggunakan metode kuantitatif dengan teknik analisa data Partial Least Square (PLS) yang melibatkan 224 wisatawan nusantara yang pernah mengunjungi Bali dalam 1 tahun terakhir. Hasil penelitian menunjukkan bahwa overtourism tidak berpengaruh signifikan secara langsung terhadap revisit intention, akan tetapi berpengaruh secara negatif dan signifikan terhadap tourist satisfaction. Tourist satisfaction terbukti berperan sebagai variabel mediasi dalam hubungan antara overtourism dan revisit intention.

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