Pengaruh Kualitas Aksesibilitas, Perilaku Masa Lalu, Citra Destinasi, Pencarian Kebaruan Dan Sikap Individu Terhadap Niat Mengunjungi Kembali Wisata Kebun Binatang Di Surabaya

Ersa Dina Fitaloka, Didit Darmawan

Sari


Penelitian ini bertujuan untuk mengetahui pengaruh kualitas aksesibilitas, perilaku masa lalu, citra destinasi, pencarian kebaruan dan sikap individu terhadap niat mengunjungi kembali wisata kebun binatang di Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode observasi, survei dan kuisioner melalui Gform serta secara langsung. Populasi dalam penelitian ini adalah semua orang yang pernah mengunjungi Kebun Binatang Surabaya tanpa batasan jumlah populasi. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 100 sampai 200 responden. Sampel yang digunakan dalam penelitian ini terdiri dari 143 responden. Teknik analisis data menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji-t dan uji koefisien determinasi. Hasil penelitian ini menunjukkan bahwa variabel kualitas aksesibilitas, perilaku masa lalu, citra destinasi, pencarian kebaruan, dan sikap individu  memiliki pengaruh positif dan signifikan terhadap niat mengunjungi kembali wisata kebun binatang di Surabaya. Temuan ini memberikan wawasan bagi pengelola destinasi wisata dalam merancang strategi untuk meningkatkan kunjungan kembali, serta berkontribusi pada pengembangan literature tentang faktor-faktor yang mempengaruhi kepuasan pengunjung di destinasi wisata.

Kata kunci: niat mengunjungi kembali, kebun binatang, kualitas aksesibilitas, perilaku masa lalu, citra destinasi, pencarian kebaruan dan sikap individu.


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Referensi


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DOI: https://doi.org/10.37531/yum.v8i1.8441

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