KUALITAS PENGALAMAN KULINER YOGYAKARTA DAN PENGARUHNYA TERHADAP KEPUASAN DAN NIAT BERPERILAKU WISATAWAN DOMESTIK DAN MANCANEGARA
Abstract
Banyak wisatawan saat ini, memilih untuk berkunjung ke Yogyakarta untuk mengalami pengalaman budaya yang khas dan mencoba masakan khas Yogyakarta yang unik. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas makanan tradisional Yogyakarta, kepuasan wisatawan terhadap kuliner Yogyakarta, kepuasan wisatawan terhadap destinasi Yogyakarta secara kesulurhan, terhadap niat berperilaku wisatawan di masa datang, dengan total 200 responden yang telah berkunjung ke Yogyakarta dan menikmati kuliner Yogyakarta. Metode penelitian yang digunakan adalah SEM-PLS, yang hasilnya tidak hanya menunjukkan
kualitas makanan dapat memicu pemilihan destinasi dan sebagai pembentuk kepuasan wistawan, melainkan juga menggambarkan bahwa kepuasan destinasi dan kuliner dapat memicu niat berperilaku wisatawan seperti mengkonsumsi kembali makanan tradisional Yogyakarta, mengunjungi Yogyakarta kembali sebagai tempat liburan, atau
merekomendasikan orang lain untuk mengkonsumsi makanan atau mengunjungi Yogyakarta.Secara keseluruhan, hasil penelitian ini menunjukkan bahwa kualitas pengalaman kuliner memberikan pengaruh terhadap niat berperilaku wistawan , melalui kepuasan terhadap pengalaman kuliner dan kepuasan terhadap destinasi.
Many tourist nowadays, are likely to visit Yogyakarta to experience a strong cultural
experience and trying Yogyakartanese unique cuisines. This research aimed to analyze the
effects of quality of Yogyakarta’s traditional food, tourist culinary experience satisfaction and
also destination experience satisfaction towards tourist’s behavioral intentions. This study aim
to determine the effect of Yogyakarta’s quality of culinary experience towards both domestic
tourist and foreigner’ behavior intentions with culinary and destination’ satistfaction as an
intervening variables. With total of 200 respondents who have visited Yogyakarta and
enjoyed Yogyakarta’s culinary. The research methods used is SEM-PLS, with the results not
only imply thatthe quality of culinary experience can trigger the selection of destinations and
can be seen as the formation of the satisfaction of the tourist, but also shown that the
satisfaction of destinations and culinary can trigger tourist’ behavioral intention such as reconsuming
traditional food of Yogyakarta, visiting Yogyakarta again in the future as a holiday, or recommending others to consume traditional Yogyakarta’s culinary or visit
Yogyakarta. Overall, the results of this study indicate that the quality of the culinary
experience affectstourist’ behavior intentions, throughtourist’ satisfaction of on culinary
experience and tourist’ satisfaction on destination.
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