MEMBANGUN DESTINATION IMAGE MENUJU DAYA SAING DESTINASI PADA OBYEK WISATA DI KOTA SEMARANG

Kuswardani DC, Wibisono Wibisono

Abstract


Abstrak

Tujuan - Tujuan penelitian ini memberikan kontribusi guna menghasilkan konsep membangun daya saing destinasi pada obyek wisata di kota Semarang, agar masyarakat lebih banyak berkunjung ke obyek wisata di kota Semarang, sehingga kesejahteraan masyarakat meningkat, lapangan pekerjaan semakin banyak dan pendapatan daerah meningkat.

Desain/Metodologi/Pendekatan - Variabel yang diuji untuk membangun daya saing destinasi pada obyek wisata di kota Semarang adalah distinctive capabilities, kualitas informasi kepariwisataan, electric word of mouth, dan destination image diduga sebagai mediasi dalam membangun daya saing destinasi.

Populasi adalah semua pengunjung obyek wisata di kota Semarang, sedangkan sampel ditentukan sebesar 150, responden ditentukan dengan menggunakan teknik Cluster Sampling. Alat analisis yang dipergunakan adalah Structural Equation Medelling (SEM) dengan aplikasi program Partial Least Square (PLS) yaitu smartPLS.3.0

Hasil Penelitian - Hasil pengujian hipotesis menunjukkan bahwa semua Hipotesis didukung. Distinctive Capabilities, Kualitas Informasi Kepariwisataan,  Electric Word of Mouth positif signifikan berpengaruh pada Destination Image obyek wisata di kota Semarang. Destination Image terbukti berperan sebagai intervening dalam membangun Daya saing Destinasi obyek wisata di kota Semarang.

Keterbaruan/Nilai -

 

 

Abstract

Purpose - The purpose of this research is to contribute in order to produce the concept of building the competitiveness of destinations in tourist objects in the city of Semarang, so that more people visit tourist objects in the city of Semarang, so that people's welfare increases, employment opportunities and regional income increases.

Design/Methodology/Approach The variables tested to build destination competitiveness in tourism objects in the city of Semarang are Distinctive Capabilities, Quality of Tourism Information, Electric Word of Mouth, and Destination Image which are thought to be mediating in building Destination Competitiveness. The population is all visitors to tourist objects in the city of Semarang, while the sample is determined at 150, the respondents are determined using the Cluster Sampling technique. The analytical tool used is Structural Equation Medelling (SEM) with the application program Partial Least Square (PLS), namely smartPLS.

Finding - The results of hypothesis testing show that all Hypotheses are supported. Distinctive Capabilities, Quality of Tourism Information, Electric Word of Mouth have a significant positive effect on the Destination Image of tourism objects in the city of Semarang. Destination Image has been proven to play an intervening role in building the competitiveness of tourist destinations in the city of Semarang.

Organization/nilai -


Keywords


Keywords: Destination Competitiveness; Distinctive Capabilities; Destination Image; Electronic Word Of Mouth; Quality Of Tourism Information.

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DOI: http://dx.doi.org/10.25105/mrbm.v20i2.8648

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