Faktor Pembentuk Memorable Tourism Experience serta Implikasinya terhadap Revisit Intention dan eWOM Intention: Studi pada Sektor Pariwisata di Provinsi Bali

Nesta Alvionita, Whony Rofianto

Abstract


Pariwisata saat ini sangat menurun akibat dampak pandemi Covid-19 yang masuk ke Indonesia. Penelitian berupaya untuk mengetahui Faktor Pembentuk Memorable Tourism Experience serta Implikasinya terhadap Revisit Intention dan eWOM Intention: Studi pada Sektor Pariwisata di Provinsi Bali dengan melihat peningkatan sektor pariwisata melalui aplikasi Instagram selama masa pemulihan pandemi Covid-19. Pemilihan sample yang dilakukan pada penelitian menggunakan metode SEM PLS (Structural Equation Model Partial Least Square) dengan mengumpulkan 100 responden yang menggunakan aplikasi instagram dan sudah pernah ke provinsi Bali. Teknik analisis yang digunakan dalam penelitian ini menggunakan software aplikasi Smartpls 3.0. Hasil penelitian ini menunjukkan bahwa keseluruhan variabel memiliki pengaruh positif. yaitu Natural Attractions memiliki pengaruh positif terhadap Memorable Tourism Experience, Cultural Attractions memiliki pengaruh positif terhadap Memorable Tourism Experience, Tourism Facilities memiliki pengaruh positif terhadap Memorable Tourism Experience, Memorable Tourism Experience  memiliki pengaruh positif terhadap Revisit Intention, Memorable Tourism Experience memiliki pengaruh positif terhadap eWOM Intention.


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