ANALISIS DAYA SAING DENGAN MENGGUNAKAN DESTINATION COMPETITIVENESS MODEL (Studi pada Heritage Tourism di Jawa)

Abstract

This study sought to understand the relationship between destination competitiveness factors (such as the tourist's image, service quality, satisfaction) and behavioral intention. Little empirical research has explored these relationships from the heritage tourist's perspective. A mixed method was used to achieve the study's objectives and test the conceptual model. Twelve in-depth interviews and 400 questionnaire surveys (international and domestic) were conducted using purposive technique sampling. A structural equation modeling (SEM) technique was applied to identify, evaluate and develop the dimensions and test the relationship between these dimensions simultaneously. The final model showed that service quality has a significant relationship with satisfaction but an insignificant relationship with behavioral intention. In addition, this study provided new insights, determining that destination image and service quality factors influence destination competitiveness via the mediating of tourists' satisfaction in a heritage tourism context. This shows the importance of destination image and service quality for measuring competitiveness. This present model will be useful as a guide for future research for measuring destination competitiveness in the heritage tourism context. Understanding destination competitiveness factors will help marketers predict future travel behavior and develop effective strategies in order to compete with other destinations. ABSTRAKPenelitian ini berusaha memahami hubungan antara faktor daya saing destinasi (seperti citra destinasi, kualitas layanan, kepuasan) dan niat perilaku. Beberapa penelitian serupa telah dilakukan dengan melihat dari perspektif wisatawan. Metode kualitatif dan kuantitatif (Mix method) digunakan untuk menguji model konseptual. Dua belas narasumber dan 400 kuesioner (wisatawan internasional dan domestik) digunakan dalam penelitian ini dengan teknik purposive sampling. Teknik pemodelan persamaan struktural (SEM) diterapkan untuk mengidentifikasi, mengevaluasi dan mengembangkan dimensi dan menguji hubungan antara dimensi ini secara bersamaan. Model akhir menunjukkan bahwa kualitas pelayanan memiliki hubungan yang signifikan dengan kepuasan namun terdapat hubungan yang tidak signifikan pada niat perilaku. Selain itu, penelitian ini memberikan wawasan baru, menunjukkan bahwa citra destinasi dan faktor kualitas layanan mempengaruhi daya saing destinasi melalui mediasi kepuasan wisatawan. Hal ini menunjukkan pentingnya citra destinasi dan kualitas layanan untuk mengukur daya saing. Model sekarang ini akan berguna sebagai panduan untuk penelitian selanjutnya untuk menganalisis lebih mendalam mengenai daya saing destinasi dalam konteks pariwisata sejarah. Memahami faktor daya saing destinasi akan membantu pelaku industry pariwisata memprediksi perilaku wisatawan dan mengembangkan strategi yang efektif agar dapat bersaing dengan destinasi lain.Kata kunci: citra destinasi, kepuasan, kualitas layanan, perilaku wisatawan dan daya saing destinasi

The Sustainability of Competitive Strategy in the Tourism Services Industry

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