Kualitas Layanan dan Kepuasan Wisatawan sebagai Penentu Niat Kunjungan Ulang: Studi pada Wisata Geopark Kebumen
Keywords:
Geopark, Kepuasan Wisatawan, Kualitas Layanan, Niat Kunjungan UlangAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan terhadap niat berkunjung ulang dengan kepuasan wisatawan sebagai variabel mediasi pada destinasi wisata Geopark Kebumen. Pendekatan penelitian yang digunakan adalah kuantitatif asosiatif dengan metode survei melalui kuesioner kepada wisatawan yang pernah berkunjung ke kawasan Geopark Kebumen. Pengambilan sampel dilakukan dengan teknik purposive sampling, dan data dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan aplikasi SmartPLS 3.9.2. Hasil penelitian menunjukkan bahwa kualitas layanan berpengaruh positif dan signifikan terhadap kepuasan wisatawan dan niat berkunjung ulang. Selain itu, kepuasan wisatawan juga terbukti berpengaruh positif dan signifikan terhadap niat berkunjung ulang serta berperan sebagai variabel mediasi dalam hubungan antara kualitas layanan dan niat kunjungan ulang. Temuan ini mengindikasikan bahwa peningkatan kualitas layanan mampu menciptakan kepuasan wisatawan yang pada akhirnya mendorong loyalitas berupa keinginan untuk kembali berkunjung. Hasil penelitian ini mendukung temuan (Dwi Rahmawati & Intan Prastiwi, 2024a) yang menekankan pentingnya kepuasan wisatawan dalam memperkuat branding destinasi Geopark Kebumen serta memberikan implikasi strategis bagi pengelola destinasi dalam mewujudkan pariwisata berkelanjutan
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