Peran Visitor Engagement sebagai Mediator Pengaruh Education, Esthetics, dan Soundscape terhadap Revisit Intention Pengunjung Guha Pawon
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Abstract
Penelitian ini bertujuan menganalisis pengaruh education, esthetics, dan soundscape terhadap revisit intention dengan peran mediasi visitor engagement pada wisatawan Guha Pawon. Penelitian ini menggunakan pendekatan kuantitatif dengan desain cross-sectional studies, dan melibatkan 125 wisatawan. Instrumen penelitian telah diuji dan dinyatakan valid serta reliabel berdasarkan pengukuran outer model, yang mencakup convergent validity, discriminant validity, dan composite reliability. Analisis data menggunakan teknik Structural Equation Modelling (SEM) dengan SmartPLS versi 4.0. Hasil penelitian menunjukkan bahwa esthetics dan soundscape berpengaruh positif terhadap visitor engagement. Selain itu, education, esthetics, dan visitor engagement berpengaruh positif terhadap revisit intention. Visitor engagement juga memediasi pengaruh esthetics dan soundscape terhadap revisit intention. Temuan ini tidak hanya memberikan kontribusi praktis bagi pengelolaan destinasi wisata, tetapi juga memperluas Experience Economy Theory melalui integrasi dimensi soundscape sebagai determinan visitor engagement.
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