Ayu Siti Ni’mah Syuridiniah, Mulyono Mulyono, Wahju Wulandari

Pengaruh Citra Destinasi terhadap Minat Berkunjung Kembali dengan Pengalaman Pengunjung sebagai Variabel Mediasi

Introduction

Pengaruh citra destinasi terhadap minat berkunjung kembali dengan pengalaman pengunjung sebagai variabel mediasi . Kaji pengaruh citra destinasi dan pengalaman pengunjung terhadap minat berkunjung kembali ke Kebun Raya Purwodadi. Pengalaman positif kunci loyalitas, mediasi citra dan niat kembali.

Abstract

This study aims to explore the influence of destination image on visitors' intention to revisit Purwodadi Botanical Gardens in Pasuruan Regency, and examine the role of visitor experience as a mediating variable. This study uses a quantitative approach with an explanatory method. Data were collected through an online questionnaire distributed to 100 respondents who were visitors to Purwodadi Botanical Gardens. Data analysis was conducted using the Partial Least Square - Structural Equation Modeling (PLS-SEM) technique with the assistance of SmartPLS software. The results showed that destination image did not have a significant direct influence on the intention to revisit. However, destination image was proven to have a significant influence on visitor experience. Furthermore, visitor experience had a significant positive influence on the intention to revisit. These findings indicate that visitor experience significantly mediates the relationship between destination image and revisit intention. These findings strengthen the relevance of the Stimulus-Organism-Response (SOR) Model and the Theory of Planned Behavior, which states that initial perceptions of a destination (stimulus) do not automatically influence behavior (response), but need to be internalized through meaningful experiences (organism). Therefore, managing positive and memorable experiences is key to building visitor loyalty. The practical implication of this research is the importance for managers of Purwodadi Botanical Gardens and other educational tourism destinations to prioritize developing the visitor experience. Strategies such as improving services, providing interactive educational facilities, and creating a comfortable and enjoyable atmosphere can contribute to creating memorable experiences that encourage visitors to return in the future.

Review

This study meticulously investigates the intricate relationship between destination image, visitor experience, and the intention to revisit, specifically within the context of Purwodadi Botanical Gardens. Utilizing a quantitative approach with an explanatory design, the authors surveyed 100 visitors through an online questionnaire and applied PLS-SEM for data analysis. The findings reveal a crucial insight: while destination image does not directly influence revisit intention, it significantly shapes the visitor experience, which subsequently emerges as a strong predictor of future visits. This underscores the central mediating role of positive visitor experiences in converting initial perceptions into actual behavioral intent. A key strength of this research lies in its clear theoretical grounding, as it successfully strengthens the relevance of both the Stimulus-Organism-Response (SOR) Model and the Theory of Planned Behavior within a tourism framework. By empirically demonstrating that initial perceptions (stimulus) are processed through meaningful experiences (organism) to influence behavior (response), the study offers a nuanced understanding of visitor decision-making. The practical implications are particularly valuable, providing actionable recommendations for managers of Purwodadi Botanical Gardens and similar educational tourism sites to prioritize the development of exceptional visitor experiences through improved services, interactive facilities, and a pleasant atmosphere. Despite its valuable contributions, the study presents a few limitations that warrant consideration. The sample size of 100 respondents, while acceptable for PLS-SEM, might limit the generalizability of the findings to a broader population or other botanical gardens. Furthermore, relying solely on an online questionnaire could introduce potential biases, such as self-selection. Future research could enhance robustness by employing a larger, more diverse sample, potentially incorporating mixed methods to gain deeper qualitative insights into the nuances of visitor experience. Exploring additional mediating or moderating variables, or conducting comparative studies across different educational tourism destinations, could also enrich the theoretical model and offer broader applicability of the findings.

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