ANALISIS DESTINATION BRAND EXPERIENCE DALAM MENINGKATKAN MINAT BERKUNJUNG KEMBALI WISATAWAN DI TWA GUNUNG PAPANDAYAN

Ervina Damayanti, - and Irena Novarlia, - and Oman Sukirman, - (2025) ANALISIS DESTINATION BRAND EXPERIENCE DALAM MENINGKATKAN MINAT BERKUNJUNG KEMBALI WISATAWAN DI TWA GUNUNG PAPANDAYAN. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Pengalaman yang dirasakan wisatawan baik melalui pancaindra, emosi, perilaku, maupun pemikiran dapat meninggalkan kesan yang mendalam terhadap destinasi yang dikunjungi atau dikenal sebagai destination brand experience. Pengalaman positif yang terbentuk dapat mendorong keinginan wisatawan untuk merekomendasikan dan mengunjungi kembali destinasi tersebut. Hal ini seiring dengan menurunnya jumlah kunjungan wisatawan ke Kabupaten Garut, termasuk ke TWA Gunung Papandayan. Penurunan ini disinyalir terjadi karena pengalaman yang dirasakan wisatawan di destinasi tersebut belum sepenuhnya mampu memenuhi keinginan pengunjung. Tujuan penelitian ini untuk menemukan pengaruh destination brand experience dalam meningkatkan minat berkunjung kembali wisatawan di TWA Gunung Papandayan. Metode yang digunakan yakni metode kuantitatif dengan total responden sebanyak 68 orang. Responden dipilih menggunakan metode purposive sampling. Data dianalisis dengan analisis regresi linear sederhana menggunakan program IBM SPSS Statistic Versi 25. Instrumen penelitian menggunakan kuesioner yang disebarkan secara langsung menggunakan kuesioner dan secara online melalui google form. Temuan penelitian mengungkapkan bahwa destination brand experience yang dirasakan wisatawan berada pada kategori tinggi, tingkat minat berkunjung kembali wisatawan berada pada kategori tinggi dan terdapat pengaruh signifikan destination brand experience terhadap minat berkunjung kembali sebesar 65,6% dan 34,4% dipengaruhi faktor lain yang tidak diteliti. Maka dari itu, pihak pengelola perlu menjaga dan meningkatkan pengalaman wisatawan melalui aspek sensorik, afektif, perilaku dan intelektual agar meningkatkan minat berkunjung kembali wisatawan. The experience felt by tourists through senses, emotions, behavior, and thoughts can leave a deep impression on the destination visited which known as destination brand experience. The positive experience formed can encourage tourist to recommend and revisit the destination. This is in line with the decreasing number of tourist who visit Garut Regency, including the TWA Gunung Papandayan. The decreasing number of tourist allgedly occured because the experience felt by tourists at the destination has not been able to fulfill tourist desires. The purpose of this research is to find the effect of destination brand experience in increasing the intention of tourist to revisit TWA Gunung Papandayan. The method used in this research is quantitative method with a total of 68 respondents. Respondents were selected using the Purposive Sampling method. Data were analyzed using simple linear regression analysis using program called IBM SPSS Statistics Version 25. The research instrument used is questionnaire, which being distribute directly and online via google form. The research findings revealed that the destination brand experience felt by tourists is included in the high category, the level of tourist intention to revisit is also included in the high category and there was a significant effect of destination brand experience on the intention to revisit by 65.6% and 34.4% be affected by other factors which not being researched. Therefore, the management need to maintain and improve the tourist experience through sensory, affective, behavioral and intellectual aspects in order to increase intention of tourist to revisit.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&user=txmj9DwAAAAJ ID SINTA Dosen Pembimbing: Irena Novarlia : 6784293 Oman Sukirman : 5992874
Uncontrolled Keywords:	Destination Brand Experience, Minat Berkunjung Kembali, TWA Gunung Papandayan Destination Brand Experience, Revisit Intention, TWA Gunung Papandayan
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Sumedang > S1 Industri Pariwisata
Depositing User:	Ervina Damayanti
Date Deposited:	07 Aug 2025 04:46
Last Modified:	07 Aug 2025 04:46
URI:	http://repository.upi.edu/id/eprint/134723

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