PENGARUH AKSESIBILITAS TERHADAP CITRA DESTINASI DAN DAMPAKNYA PADA MINAT KUNJUNG ULANG PADA OBJEK WISATA DI KABUPATEN SINTANG

Abstract

This research aims to determine the effect of accessibility on intention to revisit through destination image as a mediating variable among tourists at tourist attractions in Sintang Regency.

This research is a form of associative research with a quantitative approach. The facts in this research use quantitative research in the form of statistics. The sources of data and facts obtained from this research are secondary and primary data. Researchers used questionnaires and interviews in collecting data. The variables used in this research are the independent variable and the dependent variable to be studied. The independent variable used in this research is accessibility, then the dependent variable is interest in revisiting, then the mediating variable in this research is destination image. Based on the sampling technique using the purposive sampling method, a sample of 100 people was obtained. The data collection technique uses a questionnaire using a Likert scale. The analysis techniques used are descriptive analysis, data instrument tests, classical assumption tests, simple linear regression tests, and path analysis.

This research shows that accessibility has a positive and significant effect on the destination image variable. Accessibility has a positive and significant effect on the repeat visit interest variable. Destination image has a positive and significant effect on repeat visit interest. The existence of the destination image variable as a mediating variable is able to influence the relationship between accessibility and intention to revisit.

Keywords: Accessibility, Repeat Visit Interest, and Destination Image.

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