ANALISIS PENGARUH ELECTRONIC WORD OF MOUTH DAN SERVICESCAPE TERHADAP REVISIT INTENTION YANG DIMEDIASI OLEH DESTINATION IMAGE (Study Pada Objek Wisata di Kota Payakumbuh)
DOI:
https://doi.org/10.33020/saintekom.v10i1.89Abstract
Pengembangan suatu daerah tentunya harus menyebar untuk memberikan rasa nyaman dan kemakmuran bagi masyarakat dan mampu menghasilkan pendapatan lokal. Salah satu fokus pengembangan daerah adalah pariwisata. Kegiatan pariwisata sudah menjadi bagian dari kehidupan masyarakat. Dampak pariwisata ini bisa dirasakan hampir di sektor bisnis di daerah itu. Seperti hotel, kerajinan, makanan khusus, dan sektor UKM lainnya. Pengembangan pengguna media sosial harus dimanfaatkan oleh pemerintah daerah untuk menarik wisatawan. Di sisi lain pemerintah daerah harus membangun servicescape dan destination image bertujuan untuk membawa niat wisatawan datang ke daerah pariwisata. Penelitian ini bertujuan untuk mengukur electronic word of mouth, servicescape, dan destination image terhadap niat mengunjungi kembali dilakukan pada wisatawan di luar Sumatera Barat yang telah mengunjungi Kota Pariwisata Payakumbuh dengan 150 responden. Penelitian ini menggunakan metode kuantitatif dengan model analisis jalur. Hasil dari penelitian ini adalah Variabel elektronik word of mouth berpengaruh positif signifikan terhadap citra tujuan. Variabel servicescape memiliki efek positif dan signifikan terhadap gambar tujuan. Variabel dari mulut ke mulut memiliki efek terhadap revisit yang dimediasi oleh destination image. Variabel servicescape memiliki dampak positif dan signifikan pada niat mengunjungi kembali yang dimediasi oleh destination image
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