Pengaruh Place Identity, Tourist Experience, dan Tourist Satisfaction terhadap Revisit Intention Wisatawan di Malioboro

Eny Endah Pujiastuti; Suratna; Annisa Diyan Fitri; Aditya Ferdiana Arief; Rifka Febriza

doi:10.52423/businessuho.v11i2.144

Authors

Eny Endah Pujiastuti Univeristas Pembangunan Nasional "Veteran" Yogyakarta
Suratna Univeristas Pembangunan Nasional "Veteran" Yogyakarta
Annisa Diyan Fitri Universitas Pembangunan Nasional "Veteran" Yogyakarta
Aditya Ferdiana Arief Sekolah Tinggi Ilmu Administrasi Madani
Rifka Febriza Universitas Pembangunan Nasional "Veteran" Yogyakarta

DOI:

https://doi.org/10.52423/businessuho.v11i2.144

Keywords:

Malioboro; place identity; tourist satisfaction; tourist experience; revisi intention

Abstract

Keberlanjutan destinasi pariwisata berkaitan dengan kemampuannya bersaing melalui penyediaan pengalaman yang khas dan menarik bagi pengunjung (Li et al., 2025). Kajian sebelumnya menemukan bahwa identitas tempat dan pengalaman wisata berpengaruh terhadap kepuasan pengunjung (Dai et al., 2023; Ispas et al., 2021; Ismadi & Suwitho, 2024; Atmari & Putri, 2021). Akan tetapi, temuan tersebut tidak sepenuhnya konsisten. Libre et al.(2022) tidak menemukan pengaruh pengalaman pengunjung terhadap kepuasan, sedangkan Baygloo (2021) melaporkan bahwa identitas tempat tidak menunjukkan pengaruh yang signifikan terhadap kepuasan pengunjung. Berdasarkan perbedaan hasil tersebut, penelitian ini menguji enam hubungan, yakni pengaruh place identity terhadap tourist experience dan tourist satisfaction; pengaruh tourist experience terhadap tourist satisfaction dan revisit intention; pengaruh tourist satisfaction terhadap revisit intention; serta pengaruh place identity terhadap revisit intention. Penelitian dilakukan di Malioboro, DIY, dengan melibatkan 125 wisatawan yang sedang berkunjung untuk pertama kalinya. Data dihimpun menggunakan Google Form dan dianalisis melalui Structural Equation Modeling (SEM) dengan perangkat AMOS. Hasil penelitian menyimpulkan bahwa place identity berpengaruh signifikan terhadap tourist satisfaction; tourist experience berpengaruh signifikan terhadap tourist satisfaction dan revisit intention; tourist satisfaction berpengaruh signifikan terhadap revisit intention; serta place identity berpengaruh signifikan terhadap revisit intention. Secara keseluruhan, peningkatan pengalaman dan kepuasan wisatawan yang berkaitan dengan identitas tempat yang positif turut berkontribusi pada niat untuk kembali berkunjung.

Kata Kunci: Malioboro; place identity; tourist satisfaction; tourist experience; revisi intention.

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