Faktor yang Mempengaruhi Loyalitas Wisatawan Mancanegara yang Berkunjung Kota Batam

Carovica, Chevy (2020) Faktor yang Mempengaruhi Loyalitas Wisatawan Mancanegara yang Berkunjung Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Sektor pariwisata berperan aktif dalam perekonomian Indonesia. Keberhasilan strategi pemasaran pariwisata dan pengembangan destinasi terhadap wisatawan mancanegara berkembang pesat. Penelitian ini menguji pandangan citra destinasi dan pengalaman wisatawan. Sehingga mempengaruhi tingkat loyalitas kunjungan melalui kepuasan yang dirasakan wisatawan selama di Kota Batam. Penelitian ini memperkirakan hubungan dengan menggunakan data primer berupa kuesioner yang disebarkan secara online, kuesioner fisik yang disebarkan secara langsung melalui wawancara pribadi kepada 405 wisatawan mancanegara. Hasil dari penelitian ini adalah hubungan antara citra destinasi, pengalaman konsumen terhadap kepuasan, hubungan antara citra destinasi dan pengalaman wisatawan mancanegara terhadap loyalitas dan hubungan kepuasan destinasi terhadap loyalitas destinasi berpengaruh positif signifikan.---------------------- The tourism sector plays an active role in the Indonesian economy. The success of tourism marketing strategies and destination development for foreign tourists is growing rapidly. This study examines the views of destination imagery and tourist experiences. So that it affects the level of visit loyalty through the satisfaction felt by tourists while in Batam City. This study estimates the relationship using primary data in the form of questionnaires distributed online, physical questionnaires distributed directly through personal interviews with 405 foreign tourists. The results of this study are the relationship between destination image, consumer experience with satisfaction, the relationship between destination image and foreign tourist experience on loyalty and the relationship between destination satisfaction and destination loyalty has a significant positive effect.

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