MEMBANGUN GREEN COMITMENT DAN KUNJUNGAN BERULANG UNTUK DESTINASI WISATA BERKELANJUTAN BERDASARKAN EUDAIMONIC SATISFACTION
Keywords:
Eudaimonic Satisfaction, Green Engagement, Revisit Intention, Destinasi Wisata BerkelanjutanAbstract
Sektor pariwisata berperan krusial dalam keberlanjutan. Namun saat ini dihadapkan pada tantangan signifikan terkait dampak negatifnya terhadap keberlanjutan. Penelitian bertujuan untuk menjelaskan mekanisme pengaruh Eudaimonic Satisfaction terhadap Revisit Intention, baik secara langsung maupun melalui mediasi Green Commitment, pada wisatawan di destinasi wisata berkelanjutan di Jawa Barat. Menggunakan pendekatan kuantitatif dengan pengujian hipotesis (studi kausal) dan analisis Structural Equation Modeling (SEM) pada 215 responden, hasil penelitian menunjukkan bahwa Eudaimonic Satisfaction berpengaruh positif dan signifikan terhadap Green Engagement dan Revisit Intention. Green Engagement memiliki pengaruh positif dan signifikan yang kuat terhadap Revisit Intention.Temuan kunci adalah peran Green Engagement sebagai mediator parsial dan signifikan dalam hubungan antara Eudaimonic Satisfaction dan Revisit Intention. Model yang diusulkan didukung oleh data lapangan, dengan sebagian besar indeks kesesuaian model menunjukkan fit yang sangat baik. Penelitian ini mengintegrasikan Cognitive Dissonance Theory, Attachment Theory, dan Environmental Commitment Theory untuk menjelaskan bagaimana komitmen wisatawan terhadap keberlanjutan terbentuk dan memengaruhi niat kunjungan berulang. Hasil studi ini dapat menjadi kerangka kerja bagi pengelola destinasi wisata untuk menarik wisatawan agar berkomitmen mendukung keberlanjutan destinasi.
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