FACTORS INFLUENCING TOURIST SATISFACTION AND REVISIT INTENTION TO CIBUNTU TOURIST VILLAGE DURING COVID-19 PANDEMIC
DOI:
https://doi.org/10.33830/jelajah.v3i1.1847Keywords:
Attraction, Covid-19, Tourist Satisfaction, Revisit IntentionAbstract
The COVID-19 pandemic has a devastating impact on all world economic activities, including the tourism industry. Tourist satisfaction and revisit intention are two important factors in the recovery of economic activity in the tourism sector. These two variables are also influenced by tourists' perceptions of the COVID-19 protocol implemented by tourist destinations. Desa Wisata Cibuntu puts forward the concept of community-based tourism. Located in Kuningan Regency, West Java, its’ homestay is their main business. This study aims to analyze the factors that influence tourist satisfaction and tourists’ revisit intention to Desa Wisata Cibuntu during the COVID-19 pandemic. This research is an explanatory study that seeks to explain the causative relationships between endogenous and exogenous variables. The sampling technique used in this study was non-probability sampling with a convenience sampling method. The research instrument used was a questionnaire with 25 indicators and the data were analyzed using SEM with 100 respondents. The data obtained from the research instrument shows that all indicators meet the requirements of discriminant validity, convergent validity and reliability. The data were analyzed using the bootstrapping method using 5000 subsamples. The result is the coefficient of determination for tourist satisfaction is 87.6% and for interest in return visits is 91.6%. In the t test, 4 hypotheses were rejected, and 5 hypotheses were accepted. In conclusion, cultural contact has no significant effect on satisfaction and interest in return visits during the COVID-19 pandemic and satisfaction also does not have a significant effect on revisit intention. In this study, the COVID-19 protocol is one of the important factors affecting tourist satisfaction and revisit intention.
References
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Aslam, M., & Awang, K. (2015). Enterprising Rural Tourism for Sustainable Rural Development in Sri Lanka. International Journal of Economics and Financial Issues, 5(1), 27–33.
Bae, S. Y., & Chang, P.-J. (2020). The effect of coronavirus disease-19 (COVID-19) risk perception on behavioural intention towards ‘untact’ tourism in South Korea during the first wave of the pandemic (March 2020). Current Issues in Tourism, 24(7), 1017–1035. https://doi.org/10.1080/13683500.2020.1798895
Çetinsöz, B. C., & Ege, Z. Impacts of Perceived Risks on Tourists' Revisit Intentions.
Anatolia 24, no. 2 (2013): 173-87. doi:10.1080/13032917.2012.743921.
Chaulagain, S., Wiitala, J., & Fu, X. (2019). The impact of country image and destination image on US tourists’ travel intention. Journal of Destination Marketing & Management, 12, 1–11. https://doi.org/10.1016/j.jdmm.2019.01.005
Chen, H., & Rahman, I. Cultural Tourism: An Analysis of Engagement, Cultural Contact, Memorable Tourism Experience and Destination Loyalty. Tourism Management Perspectives 26 (2018): 153-63. doi:10.1016/j.tmp.2017.10.006.
Chew, E. Y. T., & Jahari, S.A. Destination Image as a Mediator between Perceived Risks and Revisit Intention: A Case of Post-disaster Japan. Tourism Management 40 (2014): 382-93. doi:10.1016/j.tourman.2013.07.008.
Chin, C.H., Law, F.-Y., Lo, M.-C., & Ramayah, T. (2018). The Impact of Accessibility Quality and Accommodation Quality on Tourists’ Satisfaction and Revisit Intention to Rural Tourism Destination in Sarawak: The Moderating Role of Local Communities’ Attitude. Global Business and Management Research: An International Journal, 10(2)
Chiu, W., Zeng, S., & Cheng, P. S.-T. (2016). The influence of destination image and tourist satisfaction on tourist loyalty: a case study of Chinese tourists in Korea. International Journal of Culture, Tourism and Hospitality Research, 10(2), 223–234. https://doi.org/10.1108/ijcthr-07-2015-0080
Cong, L. C. (2016). A formative model of the relationship between destination quality, tourist satisfaction and intentional loyalty: An empirical test in Vietnam. Journal of Hospitality and Tourism Management, 26, 50–62. https://doi.org/10.1016/j.jhtm.2015.12.002
Cong, L. C., & Dam, D. X. (2017). Factors affecting European tourists’satisfaction in Nha Trang City: Perceptions of destination quality. International Journal of Tourism Cities, 3(4), 350–362. https://doi.org/10.1108/IJTC-04-2017-0022
Cooper, C. (2016). Essentials of Tourism (2nd ed.). Pearson.
Crossley, É. (2020). Ecological grief generates desire for environmental healing in tourism after COVID-19. Tourism Geographies, 22(3), 536–546. https://doi.org/10.1080/14616688.2020.1759133
Cui, F., Liu, Y., Chang, Y., Duan, J., & Li, J. (2016). An overview of tourism risk perception. Natural Hazards, 82(1), 643–658. https://doi.org/10.1007/s11069-016-
2208-1
Desa Wisata Cibuntu. (2020, October 1). Disparbud Jabar Dorong Kemajuan Pelaku Ekraf di Kuningan. desacibuntu.com. https://desacibuntu.com/2020/10/01/disparbud- jabar-dorong-kemajuan-pelaku-ekraf-di-kuningan/.
Dimitrovski, D. D., Todorović, A. T., & Valjarević, A. D. (2012). Rural Tourism and Regional Development: Case Study of Development of Rural Tourism in the Region of Gruža, Serbia. Procedia Environmental Sciences, 14, 288–297. https://doi.org/10.1016/j.proenv.2012.03.028
Du Cros, H., & McKercher, B. Cultural Tourism. 2nd ed. Routledge, 2015.
Ford, R. C., Sturman, M. C., & Heaton, C. P. (2012). Managing quality service in hospitality: how organizations achieve excellence in the guest experience. Delmar, Cengage Learning.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.
Hassan, S. B., & Soliman, M. (2021). COVID-19 and repeat visitation: Assessing the role of destination social responsibility, destination reputation, holidaymakers’ trust and fear arousal. Journal of Destination Marketing & Management, 19. https://doi.org/10.1016/j.jdmm.2020.100495
Hong, Y., Cai, G., Mo, Z., Gao, W., Xu, L., Jiang, Y., & Jiang, J. (2020). The Impact of COVID-19 on Tourist Satisfaction with B&B in Zhejiang, China: An Importance– Performance Analysis. International Journal of Environmental Research and Public Health, 17(10), 3747. https://doi.org/10.3390/ijerph17103747
Ioannides, D., & Gyimóthy, S. (2020). The COVID-19 crisis as an opportunity for escaping the unsustainable global tourism path. Tourism Geographies, 22(3), 624– 632. https://doi.org/10.1080/14616688.2020.1763445
Kementerian Pariwisata dan Ekonomi Kreatif (Ed.). (2012). Pedoman Kelompok Sadar Wisata. Kementerian Pariwisata dan Ekonomi Kreatif.
Kementerian Pariwisata dan Ekonomi Kreatif. (2020). Rencana Mitigasi Sektor Parekraf Dalam Menangani Dampak Virus COVID-19. https://www.kemenparekraf.go.id/asset_admin/assets/uploads/media/pdf/media_1585 471964_Rev_10_Rencana_Mitigasi_Sektor_Parekraf_Covid pdf_pdf_pdf.pdf
Kotler, P., Bowen, J., Makens, J. C., & Baloglu, S. (2017). Marketing for Hospitality and Tourism (7th ed.). Pearson.
Kour, P., Jasrotia, A., & Gupta, S. (2020). COVID-19: a pandemic to tourism guest- host relationship in India. International Journal of Tourism Cities. https://doi.org/10.1108/ijtc-06-2020-0131
Kumar, V., Lahiri, A., & Dogan, O. B. (2018). A strategic framework for a profitable business model in the sharing economy. Industrial Marketing Management, 69, 147– 160. https://doi.org/10.1016/j.indmarman.2017.08.021
Lane, B., & Kastenholz, E. (2015). Rural tourism: the evolution of practice and research approaches – towards a new generation concept? Journal of Sustainable Tourism, 23(8-9), 1133–1156. https://doi.org/10.1080/09669582.2015.1083997
Li, F., Wen, J., & Ying, T. (2018). The influence of crisis on tourists’ perceived destination image and revisit intention: An exploratory study of Chinese tourists to North Korea. Journal of Destination Marketing & Management, 9, 104–111. https://doi.org/10.1016/j.jdmm.2017.11.006
Lipsitch, M., Swerdlow, D.L. & Finelli, L. (2020), “Defining the epidemiology of COVID-19—studies neededâ€, New England Journal of Medicine, Vol. 382 No. 13, pp. 1194-1196.
Mai, K. N., Nguyen, P. N. D., & Nguyen, P. T. M. (2019). International tourists’ loyalty to Ho Chi Minh City destination—a mediation analysis of perceived service quality and perceived value. Sustainability, 11 (19), 5447. https://doi.org/10.3390/su11195447
Matiza, T. (2020). Post-COVID-19 crisis travel behaviour: towards mitigating the effects of perceived risk. Journal of Tourism Futures, ahead-of-print(ahead-of-print). https://doi.org/10.1108/jtf-04-2020-0063
Nguyen, B. V., Dang, H. P., & Nguyen, H. H. (2020). Revisit intention and satisfaction: The role of destination image, perceived risk, and cultural contact. Cogent Business & Management, 7(1). https://doi.org/10.1080/23311975.2020.1796249
Peraturan Menteri Pariwisata Dan Ekonomi Kreatif Republik Indonesia nomor 9 tahun 2014 tentang Standar Usaha Pondok Wisata. (2014)
Peraturan Pemerintah Republik Indonesia nomor 21 tahun 2020 tentang Pembatasan Sosial Berskala Besar Dalam Rangka Percepatan Penanganan Corona Virus Disease 2019 (COVID-19). (2020)
Peraturan Pemerintah Republik Indonesia nomor 52 tahun 2012 tentang Sertifikasi Kompetensi Dan Sertifikasi Usaha Di Bidang Pariwisata. (2012)
Rahimizhian, S., & Irani, F. (2020). Contactless hospitality in a post-COVID-19 world. International Hospitality Review, ahead-of-print(ahead-of-print). https://doi.org/10.1108/ihr-08-2020-0041
Ramli, M. F., Rahman, M. A., & Ong, M. L. (2020). Do motivation and destination image affect tourist revisit intention to Kinabalu national park during COVID-19 pandemic recoveryphase? European Journal of Molecular & Clinical Medicine, 7(6), 1624–1635.
Reitsamer, B. F., Brunner-Sperdin, A., & Stokburger-Sauer, N. E. (2016). Destination attractiveness and destination attachment: The mediating role of tourists' attitude. Tourism Management Perspectives, 19, 93–101. https://doi.org/10.1016/j.tmp.2016.05.003
Richards, G. (2018). Cultural tourism: A review of recent research and trends. Journal of Hospitality and Tourism Management, 36, 12–21. https://doi.org/10.1016/j.jhtm.2018.03.005
Sigala, M. (2020). Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research. Journal of Business Research, 117, 312–321. https://doi.org/10.1016/j.jbusres.2020.06.015
Singhal, T. A Review of Coronavirus Disease-2019 (COVID-19). The Indian Journal of Pediatrics, 87, 281–286 (2020). https://doi.org/10.1007/s12098-020-03263-6
Smith, J. D., & Warburton, F. (2012). Cambridge IGCSE Travel and Tourism. Cambridge University Press.
Sohn, H.-K., Lee, T. J., & Yoon, Y.-S. (2016). Relationship between Perceived Risk, Evaluation, Satisfaction, and Behavioral Intention: A Case of Local-Festival Visitors. Journal of Travel & Tourism Marketing, 33(1), 28–45. https://doi.org/10.1080/10548408.2015.1024912
Tosun, C., Dedeoğlu, B. B., & Fyall, A. (2015). Destination service quality, affective image and revisit intention: The moderating role of past experience. Journal of Destination Marketing & Management, 4(4), 222–234. https://doi.org/10.1016/j.jdmm.2015.08.002
UNWTO. (2020). Tourism and COVID-19 – Unprecedented Economic Impacts. UNWTO. https://www.unwto.org/tourism-and-covid-19-unprecedented-economic- impacts.
Veal, A. J. (2018). Research Methods for Leisure and Tourism (5th ed.). Pearson.
Wamad, S. (2017, December 3). Keren! Desa Cibuntu Kuningan Terbaik di Asean dan Indonesia. DetikNews. https://news.detik.com/berita-jawa-barat/d-3752876/keren- desa-cibuntu-kuningan-terbaik-di-asean-dan-indonesia.
Wen, J., Kozak, M., Yang, S., & Liu, F. (2020). COVID-19: potential effects on Chinese citizens’ lifestyle and travel. Tourism Review, 76(1), 74–87. https://doi.org/10.1108/tr-03-2020-0110
Zhang, H., Cho, T., Wang, H., & Ge, Q. (2018). The Influence of Cross-Cultural Awareness and Tourist Experience on Authenticity, Tourist Satisfaction and Acculturation in World Cultural Heritage Sites of Korea. Sustainability, 10(4), 927. https://doi.org/10.3390/su10040927
Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2014). Destination image and tourist loyalty: A meta-analysis. Tourism Management, 40, 213–223. https://doi.org/10.1016/j.tourman.2013.06.006
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2021-07-26
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Sianipar, R., Situmorang, J. M. ., Goeltom, V. A. ., & Gustian Yulius, K. . . (2021). FACTORS INFLUENCING TOURIST SATISFACTION AND REVISIT INTENTION TO CIBUNTU TOURIST VILLAGE DURING COVID-19 PANDEMIC. JELAJAH: Journal of Tourism and Hospitality, 3(1), 12–24. https://doi.org/10.33830/jelajah.v3i1.1847
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