Pengembangan Model Wisata Berbasis Minat dan Keputusan Berkunjung Kembali di Wisata Pantai Pasir Putih Kampung Arar Kabupaten Sorong
DOI:
https://doi.org/10.25170/perkotaan.v18i1.7779Keywords:
Pengembangan Model, Wisata, Minat, Pasir Putih, Wisata PantaiAbstract
Pariwisata merupakan sektor unggulan yang mendorong pertumbuhan ekonomi, sosial, dan budaya. Wisata Pantai Pasir Putih Kampung Arar di Kabupaten Sorong memiliki potensi bahari besar berupa terumbu karang, mangrove, padang lamun, dan pantai berpasir eksotik. Namun, destinasi ini belum dikenal luas sehingga memerlukan strategi pengembangan berbasis minat dan keputusan berkunjung kembali. Penelitian ini bertujuan menganalisis pengaruh citra destinasi, daya tarik, aksesibilitas, fasilitas, promosi, dan electronic word of mouth (E-WOM) terhadap minat berkunjung dan keputusan wisatawan untuk kembali. Metode yang digunakan meliputi observasi, wawancara, kuesioner kepada 300 responden, serta dokumentasi. Analisis data dilakukan dengan regresi linier dan Partial Least Square (PLS-SEM). Hasil penelitian menunjukkan seluruh variabel berpengaruh signifikan terhadap minat berkunjung, dan minat berkunjung berpengaruh kuat terhadap keputusan kembali. Citra destinasi dan daya tarik menjadi faktor paling dominan dalam meningkatkan loyalitas, sedangkan aksesibilitas dan fasilitas lebih berperan dalam membentuk minat awal. Promosi digital dan E-WOM efektif memperluas informasi dan memperkuat pengalaman wisatawan, meskipun pengaruh langsungnya terhadap keputusan kembali relatif lebih kecil. Peningkatan kualitas daya tarik, fasilitas, dan promosi digital kreatif diperlukan untuk mendorong loyalitas wisatawan secara berkelanjutan.
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