Destination Service Quality Terhadap Visit Intention: Peran Mediasi Perceived Value dan Moderasi Tourist Knowledge

Dhean Ahmad Sugriawan

Sari


Latar Belakang: Tren kunjungan wisata yang tinggi dalam beberapa tahun terakhir menunjukkan bahwa wisatawan semakin tertarik pada eksplorasi destinasi-destinasi lokal. Indonesia, sebagai negara dengan kekayaan alam dan budaya yang beragam, terus meningkatkan daya tarik pariwisata melalui promosi intensif dan pengembangan destinasi unggulan. Tujuan Penelitian: Penelitian ini bertujuan untuk mengkaji peran Tourist Knowledge sebagai variabel moderasi dalam mengeksplorasi hubungan antara Destination Service Quality terhadap Visit Intention melalui Perceived Value, dengan menjadikan Grafika Cikole Lembang sebagai terapan dalam penelitian. Metode Penelitian: Metode penelitian yang diterapkan dalam penelitian ini yaitu metode self administred survey dengan mendistribusikan kuesioner kepada 200 responden. Kriteria sampel yaitu generasi milenial dan generasi z yang memiliki pengetahuan tentang Grafika Cikole Lembang. Alat analisis yang digunakan yaitu Structural Equation Modeling (SEM) yang dioperasikan menggunakan software AMOS versi 22. Hasil Penelitian: Destination Service Quality memberikan pengaruh positif terhadap Perceived Value, sementara Tourist Knowledge berfungsi sebagai variabel moderasi dalam hubungan antara Destination Service Quality dan Perceived Value. Selain itu, Perceived Value juga memiliki pengaruh positif terhadap Visit Intention. Kesimpulan: Penelitian ini mengungkapkan bahwa Destination Service Quality berpengaruh positif terhadap Perceived Value, yang berarti semakin baik pelayanan yang diberikan oleh Grafika Cikole Lembang, semakin tinggi pula nilai yang diraskan yang dirasakan atau diterima oleh wisatawan. Tourist knowledge berperan sebagai moderator yang memperkuat hubungan antara Destination Service Quality dan Perceived Value. Selain itu, Perceived Value berpengaruh positif terhadap Visit Intention.

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Referensi


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DOI: https://doi.org/10.37531/mirai.v9i2.7653

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