PENGARUH MOTIVASI BACKPACKER DAN CITRA DESTINASI TERHADAP KEPUTUSAN BERKUNJUNG KE VIETNAM
Keywords:
Motivasi Backpacker, Citra Destinasi, Keputusan Berkunjung, Vietnam, Asia TenggaraAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh motivasi backpacker dan citra destinasi terhadap keputusan berkunjung ke Vietnam. Studi ini menggunakan pendekatan kuantitatif dengan metode eksplanatori untuk menguji hubungan kausal antarvariabel. Data dikumpulkan melalui kuesioner terhadap 100 backpacker Indonesia yang pernah berkunjung ke Vietnam dan dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4. Variabel yang diuji meliputi motivasi backpacker (push dan pull), citra destinasi (kognitif dan afektif), serta keputusan berkunjung (behavioral intention). Hasil penelitian diharapkan memberikan pemahaman empiris mengenai peran motivasi dan citra destinasi dalam membentuk keputusan berkunjung backpacker serta memberikan implikasi bagi pengelola destinasi dalam merancang strategi pemasaran yang lebih efektif.
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