DETERMINAN LOYALITAS WISATAWAN PADA WISATA BAHARI

Sukaris Sukaris, Sri Hartini, Dien Mardhiyah

Sari

Faktor yang menimbulkan loyalitas wisatawan penting untuk diketahui oleh pengelola layanan tempat wisata, sehingga pengelola harus mampu memberikan nilai tambah bagi wisatawan, seperti menyediakan pengalaman yang berkesan dan menyenangkan bagi wisatawan, pada akhirnya mendorong wisatawan menjadi loyal dengan memberi informasi positif melalui komunikasi dari mulut ke mulut. komunikasi ini dapat menjadikan orang mengunjungi tempat tujuan wisata tersebut tidak hanya memiliki kesadaran merek tetapi dapat ke jenjang loyalitas. Tujuan penelitian ini menyelidiki pengaruh faktor determinan loyalitas wisatawan. Pendekatan penelitian adalah   menjelaskan hubungan antar variabel dengan populasi wisatawan yang telah berkunjung, baik yang berada diluar lokasi wisata maupun wisatawan yang sudah atau pernah mengunjungi pada wisata bahari, dengan sampel berjumlah 200 pengunjung. Analisis data menggunakan structural equation modeling dengan program LISREL. Hasil penelitian menunjukkan pengalaman wisatawan setelah berkunjung berpengaruh terhadap nilai yang dirasakan wisatawan, pengalaman wisatawan setelah berkunjung berpengaruh terhadap loyalitas wisatawan dan nilai yang dirasakan wisatawan setelah berkunjung berpengaruh terhadap loyalitas wisatawan pada wisata bahari yang telah dikunjungi.

Kata Kunci

destinasi wisata; wisatawan; loyalitas; nilai; pengalaman

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