MODEL TOURIST EXPERIENCED-GENERATED DAN NLP-BASED CHATBOT RECOMMENDATION DALAM MENINGKATKAN TOURIST VISIT DECISION: Survei pada Wisatawan Nusantara di Jawa Barat

Nurdin Hidayah, - (2025) MODEL TOURIST EXPERIENCED-GENERATED DAN NLP-BASED CHATBOT RECOMMENDATION DALAM MENINGKATKAN TOURIST VISIT DECISION: Survei pada Wisatawan Nusantara di Jawa Barat. S3 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk menyelidiki pengaruh langsung tourist experienced-generated recommendation dan NLP-based chatbot recommendation terhadap tourist visit decision, serta peran mediasi tourist perceived value dan tourist perceived trust dalam pengaruh tersebut, dengan menggunakan kerangka model stimulus-organism-response (S-O-R). Dalam perspektif teori informational social influence, tourist visit decision seringkali dipengaruhi oleh rekomendasi dari orang lain. Namun, dengan meningkatnya peran NLP-based chatbot sebagai agen pemberi rekomendasi, muncul kebutuhan untuk mengevaluasi ulang teori ini, terutama terkait dengan jenis rekomendasi yang didasarkan pada pengalaman langsung wisatawan, karena penelitian terdahulu belum ada yang secara eksplisit menjelaskan bahwa destinasi pariwisata yang direkomendasikan kepada orang lain itu apakah destinasi yang pernah dikunjungi atau yang belum pernah dikunjungi pemberi rekomendasi. Penelitian ini melibatkan 530 responden melalui teknik sampling purposif kepada wisatawan domestik yang telah berkunjung ke Jawa Barat, telah menggunakan NLP-based chatbot sebagai sumber informasi dan sebagai penentu keputusan. Analisis dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS versi 4.0. Hasil penelitian menunjukkan bahwa tourist experienced-generated recommendation dan NLP-based chatbot recommendation tidak terbukti memiliki pengaruh langsung terhadap tourist visit decision. Namun, tourist perceived value dan tourist perceived trust berperan sebagai mediator yang kuat dalam memperkuat pengaruh kedua jenis rekomendasi terhadap tourist visit decision. Implikasi penelitian ini menunjukkan bahwa rekomendasi saja tidak cukup dalam mendorong keputusan wisatawan untuk berkunjung ke destinasi pariwisata, sehingga pendekatan yang dapat meningkatkan persepsi nilai dan kepercayaan wisatawan terhadap destinasi pariwisata menjadi krusial dalam strategi pemasaran pariwisata.

This study aims to investigate the direct influence of tourist experienced-generated recommendation and NLP-based chatbot recommendation on tourist visit decision, as well as the mediating role of tourist perceived value and tourist perceived trust in this influence, using the stimulus-organism-response (S-O-R) model framework. In the perspective of informational social influence theory, tourist visit decision are often influenced by recommendations from others. However, with the increasing role of NLP-based chatbots as recommendation agents, there is a need to re-evaluate this theory, especially related to the type of recommendations based on tourists' direct experiences, because previous studies have not explicitly explained whether the tourist destinations recommended to others are destinations that have been visited or have not been visited by the recommender. This study involved 530 respondents through purposive sampling techniques to domestic tourists who had visited West Java, had used NLP-based chatbots as a source of information and as a decision maker. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS version 4.0. The results showed that tourist experienced-generated recommendations and NLP-based chatbot recommendations did not have a significant direct effect on tourist visit decision. However, tourist perceived value and tourist perceived trust acted as strong mediators in strengthening the influence of both types of recommendations on tourist visit decision. The implications of this study indicate that recommendations alone are not enough to encourage tourists' decision to visit, so that approaches that increase tourist perceived value and tourist perceived trust in tourist destinations are important in tourism marketing strategies.

	Text D_IMN_2208547_Title.pdf Download (1MB)
	Text D_IMN_2208547_Chapter1.pdf Download (1MB)
	Text D_IMN_2208547_Chapter2.pdf Restricted to Staf Perpustakaan Download (1MB)
	Text D_IMN_2208547_Chapter3.pdf Download (568kB)
	Text D_IMN_2208547_Chapter4.pdf Restricted to Staf Perpustakaan Download (2MB)
	Text D_IMN_2208547_Chapter5.pdf Download (159kB)
	Text D_IMN_2208547_Appendix.pdf Restricted to Staf Perpustakaan Download (4MB)

Item Type:	Thesis (S3)
Additional Information:	https://scholar.google.com/citations?user=lCcv1nMAAAAJ&hl=en ID SINTA Dosen Pembimbing: Vanessa Gaffar: 5993246 Heny Hendrayati: 5994544 Mokh. Adib Sultan: 6002446
Uncontrolled Keywords:	Keputusan kunjungan wisatawan, Nilai yang dirasakan wisatawan, Kepercayaan yang dirasakan wisatawan, Rekomendasi, Chatbot, Kecerdasan buatan, Pemrosesan bahasa alami. Tourist visit decision, Tourist perceived value, Tourist perceived trust, Recommendation, Chatbot, Artificial intelligence, Natural language processing.
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > S3 Manajemen
Depositing User:	Nurdin Hidayah
Date Deposited:	05 Feb 2025 02:53
Last Modified:	05 Feb 2025 02:53
URI:	http://repository.upi.edu/id/eprint/130216

Actions (login required)

View Item