Destination Image: Is It Important To Increase Tourists' Revisit Intention To Goa Cemara Beach In Bantul Regency?

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Oky Rahayu Kitri Wijaya
Heru Tri Sutiono
Wisnalmawati

Abstract

This research use to find out the mediating role of destination image on the effect of the electronic world of mouth and destination attractiveness on tourists' revisit intention to Goa Cemara Beach in Bantul Regency after the Covid-19 pandemic. The phenomenon of a decreasing the number of visitors that occurred at Goa Cemara Beach in Bantul Regency illustrates the low intention of visiting. The research problem is formulated whether electronic word of mouth affects the revisit intention, destination attractiveness affects the revisit intention, destination image affects the revisit Intention, electronic word of mouth affects the revisit Intention with the destination image as a mediating variable, and the destination attractiveness affect the revisit Intention with the destination image as a mediating variable. Questionnaire with 200 tourists in Goa Cemara Beach. Hypothesis testing using SEM-PLS. Electronic word of mouth has a positive and significant effect on revisit intention mediated by the destination image variable, and destination attractiveness has a positive and significant effect on revisit Intention mediated by the destination image variable. The mediation's effect is partial mediation. The destination image has been proven to have an important role in increasing tourists' revisit intention to the Goa Cemara Beach in Bantul Regency. It is proven that the electronic world of mouth and destination attractiveness affect tourists' revisit intention by mediating the destination image.

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How to Cite
Oky Rahayu Kitri Wijaya, Heru Tri Sutiono, & Wisnalmawati. (2022). Destination Image: Is It Important To Increase Tourists’ Revisit Intention To Goa Cemara Beach In Bantul Regency?. Enrichment : Journal of Management, 12(5), 3641-3650. https://doi.org/10.35335/enrichment.v12i5.893

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