QUALITY OF LIFE AND PLACE ATTACHMENTS RELATIONSHIPS TO DESTINATION COMPETITIVE STRATEGIES
DOI:
https://doi.org/10.24034/j25485024.y2014.v18.i4.95Keywords:
kualitas hidup, keterikatan pada tempat, strategi bersaing destinasi, dukungan masyarakatAbstract
Semua daerah atau lokasi saat ini bersaing tidak hanya memperebutkan jumlah turis namun juga sumber daya yang langka seperti investasi, perusahaan, event penting warga dengan talenta, dan lain-lain. Pariwisata dianggap sebagai sektor yang mampu menawarkan peluang untuk menarik investasi dan memiliki efek pengembangan di sektor lain. Dengan fokus meneliti di sektor pariwisata, studi ini bertujuan untuk menguji pengaruh dari kualitas hidup dan rasa keterikatan dengan lokasi tinggal terhadap dukungan warga akan strategi bersaing destinasi wisata. Dua hipotesa hubungan langsung diajukan yaitu antara kualitas hidup – dukungan terhadap strategi bersaing dan rasa keterikatan - dukungan terhadap strategi bersaing. Satu hipotesis hubungan tidak langsung adalah antara kualitas hidup – rasa keterikatan – dukungan terhadap strategi bersaing. Dengan mengukur persepsi warga, studi ini menyebarkan kuesioner di 14 kecamatan di kota Yogyakarta dan mendapatkan 164 data valid. Metode purposive sampling digunakan dimana responden harus merupakan warga kota Yogyakarta. Partial Least Squares (PLS) sebagai alat uji statistik digunakan untuk menguji hipotesa dan hasilnya adalah: Kualitas hidup dan rasa keterikatan secara langsung mempengaruhi dukungan warga terhadap strategi bersaing destinasi wisata. Keterikatan tempat merupakan variable mediasi penting antara kualitas hidup dan strategi bersaing destinasi. Pemerintah, pelaku pariwisata dan pemasar perlu mempertimbangkan pentingnya aspek kualitas hidup dan rasa keterikatan masyarakat apabila ingin mendapatkan dukungan warga saat akan meluncurkan kebijakan strategis pengembangan pariwisata.
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