PENGARUH TOURIST MOTIVATION DAN DESTINATION IMAGE TERHADAP WILLINGNESS TO REVISIT DENGAN TOURIST SATISFACTION SEBAGAI MEDIASI (STUDI PADA WISATAWAN LABUAN BAJO)

Abstract

Tourism has an important role in the socio-economic development of countries around the world where this sector directly contributes around 7.6% of world GDP. However, there are several factors that cause the tourism sector to experience a decline, such as external factors, the Covid-19 pandemic, increasingly fierce competition, and so on, so that attracting tourists to visit or revisit is the basis for the country to improve its tourism sector. Therefore, this research aims to analyze the influence of tourist motivation and destination image on willingness to revisit with tourist satisfaction as mediation (case study of Labuan Bajo tourists). This research uses a quantitative approach with data collection techniques using questionnaires distributed online. The sample in this study was 165 Labuan Bajo tourists using a non-probability purposive sampling technique. The data was processed using SmartPLS 4 software. The research results showed that tourist motivation and destination image had a direct and positive effect on willingness to revisit. Furthermore, there is a significant positive influence on the relationship between tourist motivation and destination image on willingness to revisit through tourist satisfaction as mediation