Tourist Revisit Intention: The Role of Destination Image,  Satisfaction and Quality

Arthur Sitaniapessy

doi:10.33557/mbia.v23i2.3170

Arthur Sitaniapessy Politeknik Negeri Ambon

DOI: https://doi.org/10.33557/mbia.v23i2.3170

Keywords: Destination Image, Destination Satisfaction, Destination Quality, Tourist Revisit Intention

Abstract

Tourist revisit intention is a key indicator of loyalty that benefits the sustainability of destinations. This study examines the impact of destination image, satisfaction, and quality on revisit intention, focusing on Ambon Island. Using a quantitative approach, we collected data from 151 university students through purposive sampling. Multiple regression analysis revealed that all three variables significantly influence revisit intention, with destination image creating memorable experiences, satisfaction enhancing loyalty, and quality improving overall tourist experiences. The study highlights the need for strategic promotion, improved services, and upgraded infrastructure to boost repeat visits. While limited by its time-specific and location-specific scope, the findings offer valuable insights for enhancing Ambon’s tourism sustainability and long-term development. Future research should expand variables and contexts to provide broader applicability.

Keywords: Destination Image, Destination Satisfaction, Destination Quality, Tourist Revisit Intention

Abstrak

Niat wistawan berkunjung kembali adalah indikator utama loyalitas wisatan yang akan menguntungkan keberlanjutan suatu destinasi wisata. Penelitian ini mengkaji dampak citra, kepuasan, dan kualitas destinasi wisata terhadap niat berkunjung kembali wisatawan di Pulau Ambon. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan dari 151 sampel mahasiswa yang ditentukan dengan metode purposive sampling. Analisis regresi berganda mengungkapkan bahwa ketiga variabel tersebut secara signifikan memengaruhi niat kunjungan kembali, dengan citra destinasi menciptakan pengalaman yang tak terlupakan, kepuasan meningkatkan loyalitas, dan kualitas meningkatkan pengalaman wisatawan secara keseluruhan. Studi ini menyoroti perlunya promosi strategis, peningkatan layanan, dan peningkatan infrastruktur untuk meningkatkan kunjungan berulang. Meskipun dibatasi oleh ruang lingkup khusus waktu dan lokasi, temuan ini menawarkan wawasan berharga untuk meningkatkan keberlanjutan dan pengembangan jangka panjang pariwisata di kota Ambon. Penelitian di masa depan harus memperluas variabel dan konteks untuk memberikan penerapan yang lebih luas.

Kata Kunci : Citra, Kepuasan, Kualitas, Daerah Wisata, Kunjungan.

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Acknowledgement

This research was funded by Watase Uake (http://watase.web.id). Special thanks to Dr. Lilik Wahyudi, SE., M.Si, as the Founder and Project Leader of Watase Uake.

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