Pengaruh Emotional Experiences terhadap Recommendation Intention dengan Place Attachment sebagai Mediasi pada Pengunjung Festival Rang Solok Baralek Gadang

Dzaki Hafizh Desni, Abror Abror

Sari


Penelitian ini bertujuan untuk menganalisis pengaruh emotional experiences yang terdiri atas emotional of joy, emotional of love, dan emotional of positive surprise terhadap recommendation intention serta peran place attachment sebagai variabel mediasi pada pengunjung Festival Rang Solok Baralek Gadang. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Data diperoleh melalui kuesioner dari 250 responden yang dipilih menggunakan teknik purposive sampling dan dianalisis menggunakan partial least squares-structural equation modeling (PLS-SEM) dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa emotional of joy dan emotional of positive surprise berpengaruh positif dan signifikan terhadap recommendation intention, sedangkan emotional of love tidak berpengaruh signifikan. Emotional of love dan emotional of positive surprise berpengaruh positif dan signifikan terhadap place attachment, sedangkan emotional of joy tidak berpengaruh signifikan. Selanjutnya, place attachment berpengaruh positif dan signifikan terhadap recommendation intention. Hasil pengujian mediasi menunjukkan bahwa place attachment memediasi pengaruh emotional of love dan emotional of positive surprise terhadap recommendation intention, tetapi tidak memediasi pengaruh emotional of joy. Temuan ini menunjukkan pentingnya keterikatan terhadap tempat dalam menghubungkan pengalaman emosional tertentu dengan perilaku rekomendasi pengunjung.

Kata Kunci: Emotional experiences, place attachment, recommendation intention, festival budaya, pengalaman wisata.

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DOI: https://doi.org/10.37531/mirai.v12i1.12756

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