Analisis Pengaruh Existencial Authenticity, Experienced Involvement dan Futures Initiative terhadap Loyalitas Destinasi Eduwisata (Studi Kasus Eduwisata Keraton Kasunanan Surakarta)
Keywords:
Pariwisata, eduwisata, pengalaman wisata, loyalitas detinasi, loyalitas konsumenAbstract
Wisata kini menjadi salah satu bentuk kebutuhan yang harus terpenuhi sebagai bentuk hiburan dan pengalihan rutinitas, namun dalam penelitian terdahulu hanya fokus terhadap pola konsumsi secara universal dan tidak diulas secara mendetail tentang keuntungan dari perjalanan wisata. Jika dipahami lebih mendalam konsep wisata dapat dikembangkan menjadi sebuah bentuk pembelajaran serta pencarian pengetahuan baru serta bentuk interaksi sosial. Nilai tersebut dapat menjadi daya tarik dari destinasi wisata dan dampak jangka panjangnya dapat meningkatkan loyalitas wisatawan. Sehingga dalam penelitian ini mencoba mendalami bentuk keuntungan yang didapatkan wisatawan terhadap destinasi dengan tema pendidikan dengan menguji pengaruh Existencial Authenticity, Experienced Involvement Dan Futures Initiative Terhadap Loyalitas Destinasi Eduwisata di Keraton Kasunanan Surakarta . Data yang digunakan dalam penelitian ini adalah data primer dan pemilihan sampel pada penelitian ini menggunakan pendekatan non probability sampling dengan teknik purposive sampling. Sampel yang digunakan 100 responden. Metode analisis data pada penelitian ini antara lain uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi linier berganda, uji hipotesis. Hasil penelitian ini menunjukan bahwa (1) eksistencial authenticity tidak berpengaruh signifikan terhadap loyalitas destinasi (2) experienced involvement berpengaruh signifikan terhadap loyalitas destinasi (3) futures initiative berpengaruh signifikan terhadap loyalitas destinasi (4) loyalitas yang terbangun dalam sektor pariwisata lebih cenderung pada ulasan positif dan komitmen akan kepedulian pada destinasi eduwisata.
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