Pengaruh Infrastruktur, Kualitas Layanan, dan Promosi terhadap Kepuasan dan Loyalitas Wisatawan (Studi Kasus Wisatawan Pantai Parangtritis)
Abstract
Penelitian ini bertujuan untuk mengevaluasi pengaruh Infrastruktur Pariwisata, Kualitas Layanan, dan Promosi terhadap Kepuasan dan Loyalitas Wisatawan, dengan studi kasus di Pantai Parangtritis. Penelitian ini menggunakan desain penelitian kuantitatif dengan pendekatan survei. Hasil penelitian menunjukkan bahwa Infrastruktur Pariwisata, Kualitas Layanan, dan Promosi memiliki pengaruh positif dan signifikan terhadap Kepuasan Wisatawan. Selain itu, Kepuasan Wisatawan berpengaruh positif dan signifikan terhadap Loyalitas Wisatawan. Analisis pengaruh tidak langsung mengungkapkan bahwa Kepuasan Wisatawan berperan sebagai mediator signifikan dalam hubungan antara ketiga variabel independen dengan Loyalitas Wisatawan. Uji goodness of fit menunjukkan model penelitian memiliki kecocokan yang baik dengan data, dengan nilai indeks seperti RMSEA, CFI, TLI, dan SRMR yang berada dalam batas kriteria yang disarankan. Simpulan penelitian ini adalah bahwa infrastruktur yang memadai, layanan berkualitas, dan promosi yang efektif merupakan kunci untuk meningkatkan kepuasan wisatawan, yang pada akhirnya berdampak positif terhadap loyalitas mereka. Penelitian ini memberikan wawasan strategis bagi pengelola destinasi wisata untuk merancang program pengelolaan yang lebih efektif. Penelitian ini juga merekomendasikan eksplorasi lebih lanjut dengan melibatkan destinasi wisata lain dan variabel tambahan guna memperkaya pemahaman tentang faktor-faktor yang memengaruhi kepuasan dan loyalitas wisatawan.
Kata Kunci: Infrastruktur Pariwisata, Kepuasan Wisatawan, Kualitas Layanan, Loyalitas Wisatawan, Pantai Parangtritis, Promosi.
References
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Narottama, I. G. H., Mudana, I. G., Murni, N. G. N. S., & Somawati, N. P. (2022). Managing Puputan Badung Storynomics in Denpasar City Tours. International Journal of Glocal Tourism, 3(3), 131–143. http://dx.doi.org/10.15243/jdmlm.2024.113.5839
Nopriana, A., Valeriani, D., Kurniawan, K., & Sugeng, N. (2024). The Influence of Attractions, Facilities and Accessibility on Tourist Satisfaction at Parai Tenggiri Beach, Bangka Regency. TRJ Tourism Research Journal, 8(2), 336-349. doi:10.30647/trj.v8i2.202
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Syamsu, M. N., Apriliana, S. W., Amirrulloh, A., Sarbini, S., Suswanto, S., & Syaifulloh, M. (2024). Kajian Daya Tarik Wisata Dalam Pengembangan Pantai Sadranan Di Gunung Kidul Yogyakarta. Kepariwisataan: Jurnal Ilmiah, 18(1), 13–25.
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Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785–804. https://doi.org/10.1016/S0160-7383(99)00108-5
Bentler, P. M. (1990). Comparative Fit Indexes in Structural Models. Psychological Bulletin, 107(2), 238. https://psycnet.apa.org/doi/10.1037/0033-2909.107.2.238
Boers, B., & Cottrell, S. (2007). Sustainable Tourism Infrastructure Planning: A GIS-Supported Approach. Tourism Geographies, 9(1), 1–21. https://doi.org/10.1080/14616680601092824
Byrne R. M. (2016). Counterfactual Thought. Annual review of psychology, 67, 135–157. https://doi.org/10.1146/annurev-psych-122414-033249
Chen, C.-F., & Chen, P.-C. (2013). Another Look at The Heritage Tourism Experience. Public Choice, 148(3–4), 569–594. https://doi.org/10.1016/j.annals.2012.12.007
Dewi, P. R. A., Sukaatmadja, I. P. G., & Giantari, I. G. A. K. (2024). The Role of Destination Image Mediates the Influence of Tourist Experience and Service Quality on Revisit Intention (Study on Domestic Tourists Tanah Lot Tourism Destination Areas). European Journal of Business and Management Research, 9(1), 21–30. https://doi.org/10.24018/ejbmr.2024.9.1.2076
Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Sage Publications Sage California: Los Angeles
Gohil, N. (2015). Role and Impact of social Media in Tourism: A Case Study on The Initiatives of Madhya Pradesh State Tourism. International Journal of Research in Economics and Social Sciences, 5(4), 8–15. https://www.semanticscholar.org/paper/Role-and-Impact-of-Social-Media-in-Tourism%3A-A-Case-Gohil/b51aaef7066b14589b8a494ec96baaf6dc95f5bc
Gonda, T. (2023). The Importance of Infrastructure in the Development of Accessible Tourism. Journal of Infrastructure, Policy and Development, 8(2), 2735. https://doi.org/10.24294/jipd.v8i2.2735
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural EQUATION MODeling (PLS-SEM) Using R: A Workbook. Springer Nature. America
Haksoro, C., Priyana, Y., & Hakim, R. (2024). Analysis of Geotourism Promotion Strategies Based on Social Media in Karanganyar Regency, Indonesia. IOP Conference Series: Earth and Environmental Science, 1314(1), 12066. https://iopscience.iop.org/article/10.1088/1755-1315/1314/1/012066
Hasna, F. N., Nurfalah Annisa, Safana Aura Nadiva, & Brendha Qaulani Tsakila. (2022). Strategi Komunikasi Objek Wisata Situ Gunung Suspensions Bridge di Masa New Normal. Pariwisata Budaya: Jurnal Ilmiah Pariwisata Agama dan Budaya, 7(2), 186–193. https://doi.org/10.25078/pariwisata.v7i2.377
He, X., & Huang, Y. (2023). Service Quality in Tourist Attractions on Tourists’ Psychological Anxiety. CNS Spectrums, 28(S2), S134–S134. doi:10.1017/S1092852923005928
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43, 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
Hult, G. T. M., Hair, J. F., Proksch, D., Sarstedt, M., Pinkwart, A., & Ringle, C. M. (2018). Addressing Endogeneity in International Marketing Applications of Partial Least Squares Structural Equation Modeling. Journal of International Marketing, 26(3), 1-21. https://doi.org/10.1509/jim.17.0151
Kotler, P., & Lee, N. (2008). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. John Wiley & Sons. Inc.
Malawani, M. N., Mardiatno, D., Mutaqin, B. W., Suhendro, I., Setiawan, N., Muharram, F. W., & Rhosadi, I. (2024). Dynamics of the aeolian landform at the coastal geosite of Parangtritis sand dune area, Yogyakarta. Journal of Degraded and Mining Lands Management, 11(3), 5839–5847.
Narottama, I. G. H., Mudana, I. G., Murni, N. G. N. S., & Somawati, N. P. (2022). Managing Puputan Badung Storynomics in Denpasar City Tours. International Journal of Glocal Tourism, 3(3), 131–143. http://dx.doi.org/10.15243/jdmlm.2024.113.5839
Nopriana, A., Valeriani, D., Kurniawan, K., & Sugeng, N. (2024). The Influence of Attractions, Facilities and Accessibility on Tourist Satisfaction at Parai Tenggiri Beach, Bangka Regency. TRJ Tourism Research Journal, 8(2), 336-349. doi:10.30647/trj.v8i2.202
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4_suppl1), 33-44. https://doi.org/10.1177/00222429990634s105
Ortiz Chimbo, C. A., Ortiz Chimbo, K. M., Loor Rodríguez, C. D., & Ulli Flores, W. E. (2023). Integration of quality management systems in tourism destinations: implications and benefits for sustainability and competitiveness. Journal of Business and Entrepreneurial Studie, 7(3). https://doi.org/10.37956/jbes.v7i3.345
Parasuraman, A., & Zeithaml, V. A. (2002). Understanding and Improving Service. Handbook of Marketing, 339.
Sa’roni, A., Mandaka, M., & Nuzuluddin, T. R. (2024). Beach Hotel on Parangtritis Beach With a Tropical Architectural Approach Beach Hotel di Pantai Parangtritis dengan Pendekatan Arsitektur Tropis. Arsitektur Universitas Pandanaran Jurnal, 4(1), 1–14. https://doi.org/10.54325/arsip.v4i1.96
Saputra, M. Y., & Rahanatha, G. B. (2024). The Role of Customer Satisfaction in Mediating the Influence of Service Quality on Re-Visit Intention: Study at Natya Hotel Kuta. International Journal of Management Research and Economics, 2(4), 101–123.
Syamsu, M. N., Apriliana, S. W., Amirrulloh, A., Sarbini, S., Suswanto, S., & Syaifulloh, M. (2024). Kajian Daya Tarik Wisata Dalam Pengembangan Pantai Sadranan Di Gunung Kidul Yogyakarta. Kepariwisataan: Jurnal Ilmiah, 18(1), 13–25.
Talukder, M. B., Kumar, S., Misra, L. I., & Kabir, F. (2024). Determining the Role Of Eco-Tourism Service Quality, Tourist Satisfaction, and Destination Loyalty: A Case Study of Kuakata Beach. Acta Scientiarum Polonorum Administratio Locorum, 23(1), 133–151. https://doi.org/10.31648/aspal.9275
Utomo, D. S., Cahyadi, D., Astuti, I. F., & Putra, G. M. (2023). Selection of Promotional Media On Tourist Boats With Fuzzy AHP and fuzzy TOPSIS. Int. J. Adv. Appl. Sci, 10(5), 140–148. https://doi.org/10.21833/ijaas.2023.05.017
Vapnyarskaya, O. I., & Krivosheeva, T. M. (2020). Improving the Quality of Tourist Services in Central Russia. Utopía Y Praxis Latinoamericana, 25(5), 317-327. Recuperado a partir de https://produccioncientificaluz.org/index.php/utopia/article/view/33490
Wahyudi, W., & Herlan, M. (2021). Faktor Promosi dan Sarana Prasarana Dalam Meningkatkan Kunjungan Wisatawan Di Objek Wisata Danau Tasikardi Serang - Banten. Jurnal Destinasi Pariwisata, 9(2), 356-363. doi:10.24843/JDEPAR.2021.v09.i02.p14
Widyaputri, W., & Qurniati, R. (2024). The Influence of Branding on Tourist Interest in Petengoran Mangrove Ecotourism. IOP Conference Series: Earth and Environmental Science, 1315(1), 12037. https://iopscience.iop.org/article/10.1088/1755-1315/1315/1/012037
Published
2024-12-31
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