The Effect of Memorable Tourism Experience on Storytelling Behavior and
Revisit Intention in Jatiluwih Tourism Village
Bulan Purnama Sari1, Luh
Yusni Wiarti2, I Wayan Mertha3
Politeknik Pariwisata Bali, Indonesia
[email protected]1,
[email protected]2, [email protected]3
|
Keywords |
Abstract |
|
Memorable Tourism Experience, Storytelling
Behavior, Revisit Intention and Jatiluwih Tourism Village |
Memorable
Tourism Experience is one of the sources that are an aspect of excellence for
a tourist destination or tourist attraction because a memorable experience
will have a long- term impact. Good storytelling behavior and getting
satisfaction that is in accordance with expectations will have an impact on
tourist behavior to do branding and the intention to revisit. This study was
conducted to see how much influence an impressive tourism experience has on
storytelling behavior and revisit intention in Jatiluwih Tourism Village. The
phenomenon that drives this study is the large number of storytelling
behaviors of tourists who upload and convey information about their
experiences through social media. The gap in previous studies is used as a
novelty in this study to test how much influence memorable tourism experience
has on revisit intention through storytelling behavior in Jatiluwih Tourism
Village. The sampling technique used purposive sampling with a questionnaire
distribution of 210 respondents consisting of domestic and foreign tourists.
The type of research uses a quantitative approach using a Likert scale and
data analysis using SmartPLS. The results of this study indicate that there
is a significant direct influence between the memorable tourism experience
variable on revisit intention, there is a significant direct influence
between memorable tourism experience on storytelling behavior, there is a
significant direct influence on storytelling behavior on revisit intention
and storytelling behavior has a significant direct influence. In fully
mediating an impressive tourism experience on the intention to revisit in
Jatiluwih Tourism Village. |
Corresponding Author: Bulan Purnama Sari
E-mail: [email protected]
INTRODUCTION
Bali
has become a world tourism icon related to natural beauty and cultural tourism
which shows a tremendous impact on the economy in Bali. Bali, which shows a
pattern of cultural tourism in its development, involves various aspects of
community life in Bali such as the natural environment, economy, religion, arts
and other social life (Rideng,
Budiartha, & Sukandia, 2020). This statement is supported by the
former Minister of Tourism Arief Yahya, who stated that Bali is getting
stronger in tourism attraction, especially in culture, nature and services in
increasing tourist visits so that Bali has long been known by tourists as The
Best Destination because it has advantages in 3 (three) things, namely culture,
nature and hospitality. The advantages of culture will be developed in tourism
products including heritage and religious tourism, culinary and shopping tours
and city and village tours (Kompas.com, 2014).
Reporting
from the CNN Indonesia page (2020) Tourism Minister Sandiaga Uno stated that he
was ready to support 100% (percent) of Bali's culture-based tourism, amidst the
various natural charms possessed by the Island of the Gods, and could create
quality tourism by sticking to culture and local wisdom. The dynamics of
Balinese society and culture must be maintained and must run in balance and
harmony so that culture has a barrier in overcoming any changes that occur in
the era of globalization (Rideng
et al., 2020). Culture as a whole will change
attitudes and patterns of behavior and knowledge which is a habit that is inherited
and owned by certain members of society. Culture affects many aspects of life,
including religion, customs, politics, language, clothing, buildings to works
of art (Sorokin,
2017).
Regulation
of the Minister of Culture and Tourism No. PM.26/UM.001/MKP/2010 states that a
tourist village is a combination of attractions, accommodation and tourist
facilities presented in a structure of village community life that is
integrated with the procedures and traditions that exist in the village. The
uniqueness of a tourist village can be seen from the physical environment of
rural nature and the socio-cultural life of the local community which is
packaged naturally and interestingly so that rural attraction can increase
tourist visits to the village. In the development of a tourist village, it will
certainly be an opportunity as a potential resource that can increase income,
economic benefits and increase employment, especially for the community in the
tourist village (Mahriani
et al., 2020).
Jatiluwih
Tourism Village is a tourist village located in Penebel District, Tabanan
Regency, which is one of the villages that is currently designated as a tourist
village with reference to the Tabanan Regent Decree Number
180/337/03/HK&HAM/2016. Jatiluwih Village has been known since 1910-1942
during the Dutch rule in Bali due to its traditional agriculture. Jatiluwih
Tourism Village with the number of tourist visits that continues to increase
due to local wisdom that still uses traditional tools so that this makes an
icon of Jatiluwih Tourism Village (Prasiasa
& Widari, 2019).
Jatiluwih
Tourism Village has been recognized as a World Heritage Site by UNESCO on June
29, 2012 which is known as the subak system so that it becomes the main
attraction of tourism in Jatiluwih Tourism Village and one part of the World
Cultural Heritage Landscape Catur Angga Batukau namely �The Cultural Landscape
of Bali Province: The Subak System as a Manifestation of the Tri Hita Karana
Philosophy� (The Cultural Landscape of Bali Province: The Subak System as a
Manifestation of the Tri Hita Karana Philosophy (Paradina et al. 2021; and
Unesco.org, 2024). Ni Wayan Giri Adnyani as the Secretary of Tourism / Barekraf
stated that she appreciated the Jatiluwih Tourism Village as a representation
of the development of quality tourism based on sustainable tourism villages in
Indonesia (kemenparekraf.go.id, 2022).
In
addition to fulfilling its main function as a regulator of rice field
irrigation, Jatiluwih Tourism Village is able to survive with local culture,
especially the survival of the livelihood system in agriculture. In addition,
farmers understand the concept of Tri Hita Karana by maintaining a harmonious
and harmonious relationship between humans and the environment. Farmers in
Jatiluwih Tourism Village create a natural landscape. The natural conditions of
Jatiluwih Tourism Village are still beautiful, with neatly arranged terraced
rice fields being the main attraction of Jatiluwih Tourism Village. In
addition, natural and cultural resources that have the potential to be used as
tourist attractions, namely the form of settlement with its jineng. Jatiluwih's
typical art, namely rindik and culinary tourism typical of Jatiluwih brown rice
with good quality so that it can encourage tourist visits.
The
potential of Jatiluwih Tourism Village is a tourist village with a
collaboration of nature and culture. Jatiluwih Tourism Village has a view of
terraced rice fields that make Jatiluwih as the main attraction for tourists
who want to see the natural beauty, especially rice fields in Bali (Skolastika
et al., 2023). With its uniqueness, Subak is an
organization of community farmers in Jatiluwih Village which makes it a major
tourist attraction and is supported by a cool climate because it is at an
altitude of 1,059 meters (Widari,
2021). Various kinds of tourism activities that can be done by
tourists when visiting Jatiluwih Tourism Village are tourists can spend their
time looking at the beauty of terraced rice fields where the operational
manager of Jatiluwih Tourism Village makes tour packages by packaging agricultural
culture such as plowing fields, planting and harvesting rice. Tourists can
understand the subak irrigation system together with local farmers and
Jatiluwih Tourism Village stores cultural heritage, such as traditional dances
and ceremonies, handicrafts and the daily life of people who still uphold
traditional values (Prasiasa
& Widari, 2019). In addition, tourists can tour
Jatiluwih Village and there are trekking trails in several areas that have been
provided, visit the Ancient Temple, namely Pura Luhur Sri Rambut Sedana,
tourists can buy typical products from Jatiluwih, namely brown rice and
Jatiluwih Tourism Village has a hidden waterfall, namely Yeh Hoo Waterfall
(Travel Kompas.com, 2020).
The
Bali Province Tourism Office states that data on foreign and domestic tourist
visits to Jatiluwih Tourism Village from 2019-2022 has increased which will be
presented in Table 1 below:
|
Year |
Foreign Tourists |
Archipelago Tourists |
|
2022 |
121,782 |
61,159 |
|
2023 |
266,838 |
70,876 |
|
Total |
388,620 |
132,035 |
Source: Office Management Village Jatiluwih, 2024
Based
on Table 1, it can be explained that in 2022 the number of tourist visits to
Jatiluwih Tourism Village reached 121,782 foreign tourists and 61,159 domestic
tourists, but in 2023 there was an increase in the number of tourist visits,
namely 266,838 foreign tourists and 70,876 domestic tourists. The increase in
the number of visits to Jatiluwih Tourism Village certainly has a positive and
negative impact on the development of Jatiluwih Tourism Village. With the
increase in the number of tourist visits every year, the management of
Jatiluwih Tourism Village must pay attention to the preservation and
sustainability of Jatiluwih Tourism Village.
Based
on previous research conducted by Winda et al. (2022) state that tourists will
have a high revisit intention if Jatiluwih Tourism Village provides an
unforgettable experience as a tourism location and the desire of tourists to
revisit intention if there is a pleasant experience experienced by tourists
with a variety of tourist activities offered and good service to tourists (Anggraeni,
Antara, & Ratna Sari, 2022). Based on the results of research
conducted through the tripadvisor.com website, there are tourists who provide
reviews that can only enjoy the natural beauty of terraced rice fields,
trekking, and not many tourist activities carried out in the Jatiluwih Tourism
Village. This can be seen on the tripadvisor.com page, namely in Figure 1.
Source: Tripadvisor.com, 2024
Based on Figure 1. is the result of reviews from tourists visiting
Jatiluwih Tourism Village that most tourists give reviews of the few tourist
activities that can be done, namely only seeing the view of the terraced rice
fields, the price offered is fairly expensive and the accessibility to the
Jatiluwih Tourism Village is fairly poor. In addition, the number of buildings
such as restaurants around the attraction so that it eliminates the beautiful
view of rice fields in Jatiluwih and the number of tourists who do not know
what months are good for visiting Jatiluwih Tourism Village to do rice planting
tourism activities because the management of Jatiluwih Tourism Village does not
provide good information. In this phenomenon, it is feared that it will make
tourist visits decrease due to various problems that exist in Jatiluwih Tourism
Village. Mr. Alit Toya Winana as Assistant Manager of Jatiluwih in 2019 until
now stated that he confirmed the results of the tripadvisor review because he
received many complaints from tourists directly about the narrow parking lot
and lack of information related to tourist attractions so that tourism
activities in Jatiluwih Tourism Village became a little constrained. In
addition to these problems there are recent issues related to Subak in
Jatiluwih Tourism Village will be revoked from UNESCO Cultural Heritage because
of 303 hectares only 75% can still be planted with rice, the rest has been
built restaurants and villas (Berita Bali, 2024). With these problems, steps
are needed to anticipate if not anticipated, it will have an impact on the
number of tourist visits in the future. So that the manager of the Jatiluwih
Tourism Village must know the factors that can be an opportunity to influence
the revisit intention of tourists to the Jatiluwih Tourism Village.
Li et al, (2018) state that revisit intention is a form of behavior
for tourists who desire to come back or repeatedly, tend to stay longer,
participate more intensively in consumptive activities and provide positive
information from word of mouth. Revisit intention will make a great opportunity
to increase the number of visits and expand the reach of the tourism market. So
that to be able to achieve an increase in the number of tourist visits and the reach
of the tourism market, the tourism manager must advance tourism destinations in
order to satisfy tourists so that it becomes a memorable experience by paying
attention to the indicators of memorable tourism experience, namely hedonism
(pleasure), novelty (new experience), local culture (local culture),
refreshment (freshness), meaningfulness (importance), involvement
(involvement), and knowledge (knowledge) (Zhong, Busser, & Baloglu, 2017). If tourism destinations can fulfill the aspects of memorable tourism
experience, the level of tourists' desire to return to visit these tourist
attractions will be high.
Memorable Tourism Experience is the impression that tourists get when
visiting a tourist attraction that can be remembered continuously. The travel
experience will be very memorable if the experience gained by tourists is
memorable and can continue to be remembered by tourists for a long duration of
time (Sekhniashvili, 2020). If tourists who visit have been able to get this impression, it can
be said that these tourists have achieved a memorable tourism experience while
visiting the tourist attraction and this can increase revisit intention for
tourists. Therefore, it is important for a tourist attraction to be able to
provide a memorable tourism experience to visiting tourists.
In addition to strengthening the tourism experience, branding is
central to marketing strategy in a company and now branding can be used in the
marketing strategy of a destination. Destinations must work to develop a strong
and recognizable brand for tourism to successfully differentiate their
competitive advantage over other destinations. By building a brand in a tourism
destination, it will certainly increase visitation and local revenue for a
growing destination (Saeedi & Heidarzadeh Hanzaee,
2018). The
branding approach because it has strategic value for the branding concept so
that storytelling or storytelling behavior has gained increasing attention as a
global marketing trend in the tourism industry (Akg�n, Keskin, Ayar, &
Erdoğan, 2015). When
tourists tell stories and upload to social media, this has an important role in
content marketing strategy because it is one of the most powerful, fast and
effective roles to develop brands and drive market change. One marketing
strategy is to use storytelling. Storytelling about destinations can give
destinations a unique competitive advantage and tourists get a more meaningful
experience.
Storytelling Behavior is important to use in marketing strategies
because the storytelling approach refers to framing information so that it is
understandable, meaningful and memorable. Storytelling Behavior carried out by
tourists who have visited has the function of forming a positive destination
image for potential tourists so as to encourage them to visit tourist
destinations again. Tourist storytelling is becoming more important in
influencing public perceptions and behavior related to tourism as well as
tourists' intention to visit again (Akg�n et al., 2015).
Based on research from (Choi, 2016), storytelling behavior or telling a good travel experience and
getting satisfaction in accordance with expectations will have an impact on
tourist behavior to recommend and revisit intentions. So that the storytelling
behavior carried out by tourists who have visited has the function of forming a
positive destination image for potential tourists and encouraging them to visit
tourist destinations again. So it can be concluded that the tourist experience
acts as a source of information that is shared with others through
storytelling.
This research aims to explore and understand memorable tourism
experiences and storytelling behavior from the perspective of tourists. By
telling stories, destinations can create valuable (memorable) experiences for
potential travelers, as well as differentiate themselves from their competitors
and strengthen positive brand associations. Storytelling should be used to
generate an emotional connection with consumers so that it can be remembered in
the minds of tourists in a sustainable way (Pujiastuti, Soeprapto, Susanta, Utomo,
& Maharaniputri, 2022). In addition, the phenomenon that drives this research is the many
storytelling behaviors of tourists who upload and convey information about
their experiences through travel agencies such as trip advisor, social media is
also often used to tell travel experiences for tourists. The social media in
question are Instagram, Facebook, blogs and in the form of personal journals
about tourists' experiences during brand purchase and use.
Based on previous research reviews, very few studies have explored the
effect of memorable tourism experiences on storytelling behavior and revisit
intention to tourism destinations. Therefore, the problems that the researchers
have described in this study will further examine how the effect of memorable
tourism experience on storytelling behavior and revisit intention in Jatiluwih
Tourism Village and in this research gap will certainly be used as a novelty
for researchers to examine the effect of memorable tourism experience on
revisit intention through storytelling behavior in Jatiluwih Tourism Village.
This research is conducted with the hope that it can be directly or
indirectly useful for all parties related to the tourism sector. First,
theoretical benefits with this research, it is hoped that students can apply
the concepts and theories obtained during lectures and be able to become a
reference for studies on the Effect of Memorable Tourism Experience on
Storytelling Behavior and Revisit Intention. Second, practical benefits with
this research, it is hoped that the information and data obtained in the
results of this study can provide a reference and reference for the management
of the Jatiluwih Tourism Village in knowing how much influence the Memorable Tourism
Experience obtained by tourists has on Storytelling Behavior and what factors
influence tourists to Revisit Intention.
RESEARCH METHODS
Research Objects and Locations
This research uses 3
(three) variables consisting of memorable tourism experience, storytelling
behavior and revisit intention as objects in this research. This
research was conducted in the Jatiluwih Tourism Village by collecting data
through questionnaires distributed directly or through media on line like media social
with provision traveler
who have visited the Jatiluwih Tourism Village.
Data Types and Sources
This
research uses qualitative and quantitative data types, including:
a. Qualitative Data
Qualitative data research
is used as an explanation of the influence of memorable tourism experience on
storytelling behavior and revisit intention.
b. Quantitative Data
This
research uses data quantitative because use results
survey and distributing questionnaires
or questionnaires related to memorable influences tourism experience to storytelling behaviour
And Revisit Intention in
Jatiluwih Tourism Village.
The data sources used in
this research are primary data and secondary data, including:
1
Primary Data Source
In collecting primary data,
researchers will make more observations or go directly to the research
location, such as conducting interviews, documentation and distributing
questionnaires. This research uses primary data sources by distributing questionnaires
to domestic tourists who visit the Jatiluwih Tourism Village.
2
Secondary Data Sources
So in this research
secondary data sources are articles, relevant journals, books, news and
important documents in the form of laws related to research on the influence of
memorable tourism experiences on storytelling behavior and revisit intention.
Sample Determination Technique
The samples in this
research were domestic tourists who had visited the Jatiluwih Tourism Village.
Determination of sample size for PLS-SEM (Partial Least Square � Structural
Equation Modeling) according to JF Hair et al. (2014), namely: (Number of
indicators) x (5 to 10 times). Therefore, the number of indicators used is 42
and the latent variables consist of memorable tourism experience, storytelling
behavior and revisit intention, therefore the minimum sample for this research
is 210 respondents. Based on the formula for determining the sample size
according to Hair et al. (2014) is the number that will be used in this
research, namely 210 respondents consisting of domestic tourists and foreign
tourists who are considered from the total tourist visits per year 2022-2023 to
the Jatiluwih Tourism Village. Then the composition of respondents was taken
from the total number of domestic and foreign tourist visits in the last year.
So the total questionnaire that will be distributed is 210 respondents with a
composition of 156 respondents from foreign tourists and 54 respondents from
domestic tourists.
Sampling Technique
This research uses a sampling technique, namely Purposive
Sampling. In this research, sampling was carried out directly and online with
the help of the Google Form platform which was distributed via social media
WhatsApp, Instagram and Tiktok. The samples used were domestic tourists and
foreign tourists who had visited Jatiluwih Tourism Village once (1) time.
Data collection technique
This research uses instruments in the form of questionnaires,
observation, documentation and literature study.
Data Analysis Techniques
The research uses data analysis in the form of Partial Least
Square (PLS). Partial Least Square (PLS) is used to confirm the theory, so that
in research based on predictions Partial Least Square (PLS) is more suitable
for analyzing data besides Partial Least Square (PLS) can be used to explain
whether there is a relationship between variables. This research uses a complex
model with a limited number of respondents, so this data analysis uses
SmartPLS. SmartPLS uses a bootstrapping or random method, therefore using the
normality assumption will not be a problem. Using the bootstrapping method does
not use a minimum sample requirement, so data can be presented with a small
number of samples (JJF Hair et al. 2014). Data analysis using PLS-SEM consists
of 2 (two) measurement models, namely (measurement model) or outer model and
structural model (structural model) or inner model. The process of processing
data in the questionnaire consists of several stages, namely descriptive
statistical tests, testing measurement models or outer models, testing
structural models or outer models, and finally testing hypotheses in this
research.
RESULTS AND DISCUSSION
Component 4A
Jatiluwih Tourism Village
1
Attraction (Tourist
Attractions)
Jatiluwih Tourism Village has various kinds of tourist attractions
that tourists can do when visiting Jatiluwih Tourism Village, namely seeing
views of rice fields using the Balinese Traditional Subak system, going around
seeing ancient temples around Jatiluwih Tourism Village, cycling to explore Jatiluwih
village, carrying out agricultural activities, tourists You can interact with
the local community at the Jatiluwih Tourism Village, visit the Yeh Hoo
waterfall and take a cycling tour with views of the Jatiluwih rice fields.
Most tourists prefer to do tourist activities such as seeing the
view of the Jatiluwih rice fields while taking photos with the sunrise and
sunset as the background, then trekking and going around the tourist village by
bicycle. Apart from that, when tourists have carried out tourist activities
such as trekking, they will usually immediately try the typical food in the
Jatiluwih Tourism Village.
Figure 2 View of Rice Fields in Jatiluwih Village
Source: Documentation Researcher, 2024
Based on Figure 2, there is a view of the rice fields in the
Jatiluwih Tourism Village as well as tourists taking selfies while looking at
the beautiful view of the rice fields in the Jatiluwih Tourism Village which
was declared by UNESCO as a cultural heritage.
2
Amenities (Tourist
Facilities)
Amenities refer to tourist facilities and supporting services at a
destination or tourist attraction. In the Jatiluwih Tourism Village there are
several tourist facilities such as accommodation, restaurants and a tourist
information center which are part of the amenities to meet tourist needs. The
availability of amenities can of course influence the level of comfort and
satisfaction of tourists, and of course will contribute to the level of tourist
enjoyment during their visit to the Jatiluwih Tourism Village.
Jatiluwih Tourism Village has an information center in the form of
a board that stands near the entrance to Jatiluwih Tourism Village, following
figure 4.3 which is an information center for tourists when visiting Jatiluwih
Tourism Village, as follows:
Figure 3 Information Boards for Tourists in
Jatiluwih Tourism Village
Source: Researcher Documentation, 2024
Based on Figure 3, it is an information board for tourists with
the aim of providing comfort for tourists while visiting the Jatiluwih Tourism
Village. Apart from the information board, Jatiluwih Tourism Village also has a
ticket counter right in front of the entrance to Jatiluwih Tourism Village.
3
Accessibility
Accessibility refers to the access and affordability of a
destination or tourist attraction. Jatiluwih Tourism Village, accessibility can
be related to the availability of transportation to Jatiluwih Tourism Village.
The ease of reaching Jatiluwih Tourism Village can attract more tourist visits,
because tourists can access Google Maps.
Figure 4 Accessibility to the Jatiluwih Tourism Village
Source: Researcher Documentation, 2024
Based on Figure 4, it can be explained that this is the access
road to Jatiluwih Tourism Village. The management made a special sign giving
the name Jatiluwih Tourism Village with the aim of making it easier for
tourists when going on holiday to Jatiluwih Tourism Village. The access road to
the Jatiluwih Tourism Village is said to be good but a little narrow, so when
there are groups of tourists or large four-wheeled vehicles it will be
difficult to pass because the access road to the Jatiluwih Tourism Village is
said to only be one way, but the road is used in two directions so it can be
dangerous for people. If tourists don't know the route to Jatiluwih Tourism
Village.
4
Ancillary (Supporting
Facilities)
Ancillary refers to various other supporting aspects that play a
role in influencing the level of satisfaction of tourists and local
communities. This includes environmental cleanliness, comfort and service from the
management in managing the Jatiluwih Tourism Village. By providing friendly
service, cleanliness and comfort for tourists, it will certainly have an impact
on the number of tourist visits.
Figure 5 Assistant Managers of Jatiluwih Tourism
Village
Source: Researcher
Documentation, 2024
Jatiluwih Tourism Village is managed directly by
most of the local community. One of them is Mr. Alit Toya Winana as Assistant
Manager of Jatiluwih Tourism Village, who has served since 2019 until now.
Apart from that, the Tourism Village is also managed directly by Perbekel, 2
Traditional Villages, namely Jatiluwih Traditional Village and Gunungsari
Traditional Village, Pekaseh and the Tabanan Tourism Office (Government). The
management of Jatiluwih Tourism Village collaborates with various tourism
universities in Bali, one of which is IPBI. Apart from that, the management of
Jatiluwih Tourism Village also has a special entrance ticket for domestic and
foreign tourists, which is Rp. 50,000 (adult) and Rp. 40,000 (children) for
foreign tourists and Rp. 15,000 (adult) and Rp. 5,000 (children) for domestic
tourists.
DISCUSSION
Descriptive Analysis of Memorable Torism Experience Variables for
Domestic and International Tourists.
Table 2 Average Indicator Memorable Tourism
Experience Archipelago
Tourists
|
Indicator |
Traveler Archipelago |
N |
R |
Category |
||||
|
Scale |
||||||||
|
SS (5) |
S (4) |
CS (3) |
T.S (2) |
STS (1) |
||||
|
X
1.1 |
27 |
26 |
4 |
1 |
0 |
253 |
4.38 |
Very Memorable |
|
X
1.2 |
22 |
30 |
5 |
1 |
0 |
247 |
4.27 |
Very Memorable |
|
X
1.3 |
33 |
21 |
3 |
0 |
1 |
259 |
4.53 |
Very Memorable |
|
X
2.1 |
34 |
22 |
1 |
1 |
0 |
263 |
4.51 |
Very Memorable |
|
X
2.2 |
27 |
24 |
7 |
0 |
0 |
252 |
4.31 |
Very Memorable |
|
X
2.3 |
25 |
25 |
7 |
1 |
0 |
248 |
4.29 |
Very Memorable |
|
X
2.4 |
19 |
29 |
9 |
1 |
0 |
240 |
4.12 |
Memorable |
|
X
3.1 |
19 |
32 |
7 |
0 |
0 |
244 |
4.22 |
Very Memorable |
|
X
3.2 |
13 |
25 |
18 |
2 |
0 |
223 |
3.84 |
Memorable |
|
X
3 , 3 |
22 |
28 |
7 |
1 |
0 |
245 |
4.20 |
Memorable |
|
X4,1 |
18 |
24 |
11 |
5 |
0 |
229 |
3.94 |
Memorable |
|
X4,2 |
27 |
28 |
3 |
0 |
0 |
256 |
4.38 |
Very Memorable |
|
X4.3 |
23 |
23 |
11 |
1 |
0 |
242 |
4.16 |
Memorable |
|
X5,1 |
28 |
26 |
3 |
1 |
0 |
255 |
4.38 |
Very Memorable |
|
X5,2 |
23 |
30 |
5 |
0 |
0 |
250 |
4.31 |
Very Memorable |
|
X5,3 |
27 |
30 |
1 |
0 |
0 |
258 |
4.44 |
Very Memorable |
|
X5,4 |
24 |
26 |
8 |
0 |
0 |
248 |
4.25 |
Very Memorable |
|
X6,1 |
23 |
28 |
7 |
0 |
0 |
248 |
4.25 |
Very Memorable |
|
X6,2 |
22 |
27 |
9 |
0 |
0 |
245 |
4.22 |
Very Memorable |
|
X6.3 |
35 |
20 |
2 |
1 |
0 |
263 |
4.50 |
Very Memorable |
|
X7,1 |
21 |
32 |
5 |
0 |
0 |
248 |
4.27 |
Very Memorable |
|
X7,2 |
27 |
25 |
6 |
0 |
0 |
253 |
4.31 |
Very Memorable |
|
X7,3 |
27 |
27 |
4 |
0 |
0 |
255 |
4.38 |
Very Memorable |
|
X8,1 |
25 |
31 |
2 |
0 |
0 |
255 |
4.42 |
Very Memorable |
|
X8,2 |
28 |
27 |
3 |
0 |
0 |
257 |
4.25 |
Very Memorable |
|
X9,1 |
21 |
29 |
8 |
0 |
0 |
245 |
4.22 |
Very Memorable |
|
X9,2 |
29 |
25 |
4 |
0 |
0 |
257 |
4.20 |
Memorable |
|
X9.3 |
24 |
28 |
6 |
0 |
0 |
250 |
4.27 |
Very Memorable |
Source: Results
Exercise Data, 2024
Based on Table 2, it is a
table of the average indicators of memorable tourism experience for domestic
tourists. The highest average value in the very impressive category has an
average value of 4.53 on the indicator X1.3 "I felt happy when I visited
Jatiluwih Tourism Village", then " with an average value of 4.51 and
indicator X6.3 "feeling happy because of tourist activities" with an
average value of 4.50. Next, for the lowest average value in the impressive
category, namely in indicator X3.2 "I did something important" with
an average value of 3.84 and sub- indicator X 4.1
"making
new friends" with an average value of 3.94.
Table 3 Average Memorable
Tourism
Experience Indicators Foreign
Tourists
|
Indicator |
Foreign Tourists |
N |
R |
Category |
||||
|
Scale |
||||||||
|
SS (5) |
S (4) |
CS (3) |
T.S (2) |
STS (1) |
||||
|
X
1.1 |
100 |
53 |
1 |
0 |
1 |
716 |
4.61 |
Very Memorable |
|
X
1.2 |
69 |
80 |
6 |
0 |
0 |
683 |
4.40 |
Very Memorable |
|
X
1.3 |
58 |
95 |
1 |
1 |
0 |
675 |
4.35 |
Very Memorable |
|
X
2.1 |
79 |
74 |
2 |
0 |
0 |
697 |
4.49 |
Very Memorable |
|
X
2.2 |
65 |
81 |
8 |
1 |
0 |
675 |
4.35 |
Very Memorable |
|
X
2.3 |
74 |
66 |
13 |
1 |
1 |
676 |
4.36 |
Very Memorable |
|
X
2.4 |
78 |
73 |
4 |
0 |
0 |
694 |
4.47 |
Very Memorable |
|
X
3.1 |
67 |
80 |
8 |
0 |
0 |
679 |
4.38 |
Very Memorable |
|
X
3.2 |
58 |
79 |
17 |
1 |
0 |
659 |
4.25 |
Very Memorable |
|
X
3 , 3 |
65 |
80 |
9 |
0 |
1 |
673 |
4.34 |
Very Memorable |
|
X
4.1 |
78 |
68 |
9 |
0 |
0 |
689 |
4.44 |
Very Memorable |
|
X
4.2 |
77 |
66 |
10 |
2 |
0 |
683 |
4.40 |
Very Memorable |
|
X
4.3 |
65 |
83 |
7 |
0 |
0 |
678 |
4.37 |
Very Memorable |
|
X
5 , 1 |
74 |
75 |
6 |
0 |
0 |
688 |
4.43 |
Very Memorable |
|
X
5 , 2 |
68 |
79 |
7 |
2 |
0 |
681 |
4.39 |
Very Memorable |
|
X
5 , 3 |
73 |
78 |
2 |
2 |
0 |
687 |
4.43 |
Very Memorable |
|
X
5 , 4 |
88 |
60 |
7 |
0 |
1 |
699 |
4.50 |
Very Memorable |
|
X
6 , 1 |
61 |
80 |
14 |
0 |
0 |
667 |
4.30 |
Very Memorable |
|
X
6 , 2 |
57 |
91 |
6 |
1 |
1 |
670 |
4.32 |
Very Memorable |
|
X
6.3 |
77 |
72 |
5 |
0 |
1 |
689 |
4.44 |
Very Memorable |
|
X
7 , 1 |
76 |
74 |
5 |
0 |
0 |
691 |
4.45 |
Very Memorable |
|
X7,2 |
74 |
78 |
3 |
0 |
0 |
691 |
4.45 |
Very Memorable |
|
X7,3 |
75 |
74 |
5 |
1 |
0 |
688 |
4.43 |
Very Memorable |
|
X8,1 |
55 |
79 |
10 |
0 |
0 |
676 |
4.36 |
Very Memorable |
|
X8,2 |
71 |
78 |
6 |
0 |
0 |
685 |
4.41 |
Very Memorable |
|
X9,1 |
75 |
72 |
7 |
0 |
1 |
685 |
4.41 |
Very Memorable |
|
X9,2 |
83 |
69 |
3 |
0 |
0 |
700 |
4.51 |
Very Memorable |
|
X9.3 |
69 |
80 |
6 |
0 |
0 |
683 |
4.40 |
Very Memorable |
Source: Results
Exercise Data, 2024
experience traveler abroad.
Part The big variable is the
memorable tourism experience foreign tourists get average value with category
very effective. Mark The highest
sub-indicator average is X 1.1 �Feeling inner
satisfaction when visiting to Village
Tour Jatiluwih� with mark average
as big as 4.61 next in sub indicator
X 9.2 �I really enjoy the activity want to
I visit� with mark average
as big as 4.51 and sub-indicator X 5.4 "local community
lifestyle" with an average value of 4.50.
Analysis Descriptive Variable Storytelling Behaviour Traveler Archipelago and Foreign Tourists
Table 4 Average Indicator Storytelling Tourist Behavior Archipelago
|
Indicator |
Traveler Archipelago |
N |
R |
Category |
||||
|
Scale |
||||||||
|
SS (5) |
S (4) |
CS (3) |
T.S (2) |
STS (1) |
||||
|
Z
1.1 |
30 |
22 |
4 |
1 |
1 |
253 |
4.40 |
Strongly agree |
|
Z1,2 |
21 |
27 |
7 |
1 |
2 |
238 |
4.11 |
Agree |
|
Z1,3 |
29 |
23 |
4 |
1 |
1 |
252 |
4.33 |
Strongly agree |
|
Z2,1 |
28 |
24 |
5 |
1 |
0 |
253 |
4.33 |
Strongly agree |
|
Z2,2 |
17 |
34 |
6 |
1 |
0 |
241 |
4.11 |
Agree |
|
Z2,3 |
29 |
23 |
4 |
1 |
1 |
251 |
4.22 |
Strongly agree |
Source: Results Exercise
Data, 2024
Based on Table 4, it is a table of the average indicators of the
storytelling behavior variable with the highest score in the strongly agree
category, namely Z1.1 "posting photos to share stories while on
holiday" with an average score of 4.40, then the second highest
sub-indicator, namely Z1.3 "using social media to share holiday
stories" with an average score of 4.33 and in sub-indicator Z2.3 "in
conversation, talking about holidays through telling stories directly"
with an average score of 4.22. For the lowest score in the agree category,
there are 2 (two) indicators in this research, namely Z1.2 "posting videos
to share stories while on holiday" with an average score of 4.11 and
indicator Z2.2 "giving narratives of holiday experiences directly� with an
average value of 4.11.
Table 5 Average
Indicator Storytelling Behaviour
Traveler Abroad
|
Indicator |
Traveler Abroad |
N |
R |
Category |
||||
|
Scale |
||||||||
|
SS (5) |
S (4) |
CS (3) |
T.S (2) |
STS (1) |
||||
|
Z
1.1 |
93 |
58 |
4 |
0 |
0 |
709 |
4.57 |
Strongly agree |
|
Z
1,2 |
58 |
89 |
7 |
1 |
0 |
669 |
4.31 |
Strongly agree |
|
Z
1.3 |
64 |
78 |
13 |
0 |
0 |
671 |
4.32 |
Strongly agree |
|
Z
2.1 |
76 |
61 |
18 |
0 |
0 |
678 |
4.37 |
Strongly agree |
|
Z
2.2 |
71 |
71 |
13 |
0 |
0 |
678 |
4.37 |
Strongly agree |
|
Z
2.3 |
51 |
90 |
13 |
0 |
1 |
655 |
4.22 |
Strongly agree |
Source: Results Exercise
Data. 2024
Based on Table 5, it can be explained that the
indicators of storytelling behavior in foreign
tourists Dominant indicates the strongly agree
category. The highest score on the Z indicator item is 1.1 "posting stories to share stories
while on holiday" was 709 with an average of 4.57, followed by indicator items at Z
2.1 "Telling stories
about travel experiences by telling stories directly" amounted to 678 with average
4.37 And Z 2.2 "Give narrative direct holiday experience � amounted to 678 with an
average of 4.37 and followed by the lowest score, namely the Z indicator item 2.3 �In conversation, talking about holidays through
direct storytelling� scored 655 with an average of 4.22.
Analysis Descriptive Variable Revisit Intention
Traveler Archipelago and Foreign Tourists
Table 6 Average Indicator
Revisit Tourist Intention Archipelago
|
Indicator |
Traveler Archipelago |
N |
R |
Category |
||||
|
Scale |
||||||||
|
SS (5) |
S (4) |
CS (3) |
T.S (2) |
STS (1) |
||||
|
Y
1,1 |
22 |
27 |
8 |
1 |
0 |
244 |
4.20 |
Tall |
|
Y
1,2 |
24 |
27 |
6 |
1 |
0 |
248 |
4.27 |
Very high |
|
Y
2.1 |
33 |
23 |
2 |
0 |
0 |
263 |
4.51 |
Very high |
|
Y
2,2 |
32 |
20 |
5 |
1 |
0 |
257 |
4.42 |
Very high |
|
Y
3.1 |
12 |
32 |
12 |
2 |
0 |
228 |
4.33 |
Very high |
|
Y
3.2 |
18 |
35 |
5 |
0 |
0 |
245 |
4.20 |
Tall |
|
Y
4.1 |
12 |
32 |
12 |
2 |
0 |
228 |
3.94 |
Tall |
|
Y
4.2 |
19 |
26 |
12 |
1 |
0 |
237 |
4.07 |
Tall |
Source: Results Exercise
Data, 2024
Based
on Table 6, it can be explained that there are 4 indicator items on revisit
intention which are classified as high with the Very High category among
domestic tourists, namely the indicator item Y1.2 "trying various
activities" with an average of 4.27, Y2.1 "recommending power tourist
attraction to friends and family� with a mean of 4.51, Y2.2 �invite friends or
family to visit a tourist attraction together in the future� with a mean of
4.42 and Y3.1 �give a positive story about the experience travel� with an average
of 4.33.
Table 7 Average Indicator
Revisit Intention of Foreign Tourists
|
Indicator |
Traveler Archipelago |
N |
R |
Category |
||||
|
Scale |
||||||||
|
SS (5) |
S (4) |
CS (3) |
T.S (2) |
STS (1) |
||||
|
Y
1,1 |
84 |
66 |
5 |
0 |
0 |
699 |
4.50 |
Very high |
|
Y
1,2 |
70 |
77 |
7 |
0 |
1 |
680 |
4.38 |
Very high |
|
Y
2.1 |
75 |
72 |
8 |
0 |
0 |
687 |
4.43 |
Very high |
|
Y
2,2 |
80 |
66 |
8 |
1 |
0 |
690 |
4.45 |
Very high |
|
Y
3.1 |
69 |
81 |
5 |
0 |
0 |
684 |
4.41 |
Very high |
|
Y
3.2 |
59 |
87 |
8 |
0 |
1 |
668 |
4.30 |
Very high |
|
Y
4.1 |
69 |
78 |
8 |
0 |
0 |
681 |
4.39 |
Very high |
|
Y
4.2 |
62 |
86 |
6 |
0 |
1 |
673 |
4.34 |
Very high |
Source: Results
Exercise Data, 2024
Based on Table 7, it can be explained that the value score for
tourists abroad part big categorized very tall namely the indicator item Y 2.2 �invite friends or family to visit Power
pull tour together
in period front" with score value 690 namely
an average of 4.45, followed by the Y indicator item 1.1 �planning to revisit the tourist
attraction in the near future� scores a value of 699 with a mean of 4.50.
The questionnaire data that has been distributed in this research is
then processed using SmartPLS 3 software with the Structural Equation Modeling
(SEM) method which consists of measurement outer model and structural inner models
. Data from respondents input
moreover formerly to Microsoft Excel before
done processing data. Furthermore data ready
to be tested by following the following steps:
Test Model Measurement or Outer Model
1.
Convergent Validity
To measure construct validity, it can be seen in
factor loadings with individual reflective measures which are said to be high
if they are correlated more from 0.70 with construct Which want
to measured. Results which has been
processed using SmartPLS 3, the variable loading values of Memorable Tourism
Experience , Storytelling Behavior and Revisit Intention can be seen in table
8, namely:
Table 8 Convergent Validity Variable Memorable Tourism Experience,
Storytelling Behavior and Revisit Intention
|
Indicator |
Memorable Tourism Experience |
Storytelling Behavior |
Revisit Intention |
|
X1.1 |
0.796 |
|
|
|
X1,2 |
0.741 |
|
|
|
X1,3 |
0.724 |
|
|
|
X2.1 |
0.784 |
|
|
|
X2,2 |
0.750 |
|
|
|
X2,3 |
0.726 |
|
|
|
X2.4 |
0.743 |
|
|
|
X3,1 |
0.769 |
|
|
|
X3,2 |
0.725 |
|
|
|
X3,3 |
0.718 |
|
|
|
X4,1 |
0.723 |
|
|
|
X4,2 |
0.730 |
|
|
|
X4.3 |
0.729 |
|
|
|
X5,1 |
0.734 |
|
|
|
X5,2 |
0.706 |
|
|
|
X5,3 |
0.744 |
|
|
|
X5,4 |
0.717 |
|
|
|
X6,1 |
0.732 |
|
|
|
X6,2 |
0.754 |
|
|
|
X6,3 |
0.777 |
|
|
|
X7,1 |
0.739 |
|
|
|
X7,2 |
0.771 |
|
|
|
X7,3 |
0.763 |
|
|
|
X8,1 |
0.729 |
|
|
|
X8,2 |
0.773 |
|
|
|
X9,1 |
0.718 |
|
|
|
X9,2 |
0.773 |
|
|
|
X9.3 |
0.746 |
|
|
|
Y1.1 |
|
|
0.741 |
|
Y1.2 |
|
|
0.719 |
|
Y2.1 |
|
|
0.733 |
|
Y2.2 |
|
|
0.753 |
|
Y3.1 |
|
|
0.724 |
|
Y3.2 |
|
|
0.726 |
|
Y4.1 |
|
|
0.738 |
|
Y4.1 |
|
|
0.716 |
|
Z1.1 |
|
0.765 |
|
|
Z1.2 |
|
0.711 |
|
|
Z1.3 |
|
0.759 |
|
|
Z2.1 |
|
0.730 |
|
|
Z2.2 |
|
0.719 |
|
|
Z2.3 |
|
0.779 |
|
Source: Results Outputs
SmartPLS 3, 2024
Based on Table 8, it can be explained that the
results of all Outer Loading values for each indicator were obtained from data
processing using SmartPLS 3 so that the Memorable Tourism Experience,
Storytelling Behavior and Revisit Intention variables had values above 0.70. So
it can be concluded that all variables Which used in study This fulfil
convergent validity or has met convergent validity.
2.
Discriminate Validity
For
measuring the outer model, discriminant validity is used which can be seen in
the cross loading between the indicator and the construct. To obtain discriminant
validity, it can be seen from the Average Variance Extracted (AVE).
If AVE from each construct value more greater than 0.50 is said to be quite
good. It can be seen in Table 9, as follows:
Table 9 Average
Variance Extracted (AVE)
|
Variable |
Average Variance Extracted |
|
Memorable Tourism Experience |
0.554 |
|
Revisit Intention |
0.535 |
|
Storytelling
Behaviour |
0.554 |
Source: Results Outputs
SmartPLS 3, 2024
Based on Table 9, it can be concluded that the
overall value shows that the Average Variance Extracted (AVE) produces results score 0.50 so can concluded results from processing This data can be stated to have good discriminant validity .
3.
Composite Reliability
Reliability tests are used to see the accuracy,
consistency and precision of instruments in measuring constructs. To measure
the reliability of a construct with reflexive indicators, it is done in two
ways, namely Conbrach's Alpha And Composite Reliability . Construct will stated
reliable if mark from Composite Reliability And Conbrach's Alpha on from 0.70. The results of Composite Reliability data
processing in this research can be seen in Table 5.10, as follows.
Table 10 Composites Reliability
|
Variable |
Composite
Reliability |
Conbrach's
Alpha |
|
Memorable Tourism Experience |
0.972 |
0.970 |
|
Revisit Intention |
0.902 |
0.876 |
|
Storytelling Behaviour |
0.881 |
0.838 |
Source: Results Outputs
SmartPLS 3, 2024
Based
on Table 10 can explained
that results from Data
processing using SmartPLS 3 shows the results of each construct or variable latent own mark score more big from 0.70. Therefore
, it can be stated that each construct has met the composite criteria reliability And conbrach's alpha with own reliability the good
one.
Test Model
Structural or Inner Model
1. R-Square
Testing of the structural model was carried out by looking at the
R-Square value . R-Square can be used to explain the influence of certain
exogenous latent variables on whether endogenous variables have a substantive influence.
The R-Square values are 0.75, 0.50 and 0.25, so it can be concluded that the
model is strong, moderate and weak. The results of R-Square data processing in
this research can be seen in the table, as follows.
|
Variable |
R-Square |
Adjusted R- Square |
|
Revisit Intention |
0.645 |
0.642 |
|
Storytelling Behaviour |
0.494 |
0.493 |
Source: Results Outputs
SmartPLS 3, 2024
Based on Table 11, it can be explained that the
Revisit Intention variable has an R-Square value of 0.645, which indicates that
the memorable tourism experience variable has
an influence of 64.5% on the revisit intention variable and the remaining 22.8%
is influenced by other variables not examined in this study. Meanwhile, the
storytelling behavior variable has value R-Square as big as� 0.494� Which� show
that The memorable tourism
experience variable and the revisit
intention variable have an influence on the storytelling behavior variable of
49.4% and the remaining 24.3% is influenced by other variables not examined in
this research.
2. Q-Square
Q-Square or Prediction Relevance testing is
carried out to determine the prediction capability of how good the resulting
value is. If the values obtained are 0.02 (small), 0.15 (medium) and 0.35
(large). If the resulting Q-Square value has the same meaning as the R-Square
coefficient of determination, the model can be declared fit to the data.
Suningsih et al (2017) formula
in count Q-Square, as following.
Q2= 1-(1-0.645) x
(1-0.494)
Q2= 1-(0.355
x 0.506)
Q2= 1- 0.179
Q2= 0.821
Based on the results of the Q-Square calculation
, it can be concluded that mark Q-Square as big as
0.741 stated value
large because 0.821 > 0.35. So it is stated that the amount of
diversity in research data that can be explained by the structural model
developed in this research is 82.1%.
3. Path Coefficients
Path Coefficients see how significant the
influence between variables is with see mark coefficient parameter And mark significance t values
and p values through the boostrapping method . The results of the path
coefficient data processing in this research can be seen in table 12, as
follows.
Table 12 Path Coefficients Direct Effect
|
Variable |
Original
Sample |
Sample Mean |
Standard
Deviation |
Q Statistics |
P Value |
|
Memorable Tourism Experience
Revisit Intention |
0.285 |
0.303 |
0.116 |
2,459 |
0.007 |
|
Memorable Tourism Experience Storytelling �Behavior |
0.703 |
0.700 |
0.085 |
8,254 |
0,000 |
|
Storytelling� Behaviour Revisit Intention |
0.577 |
0.552 |
0.109 |
5,295 |
0,000 |
Source: Results Outputs
SmartPLS 3, 2024
Based on Table 12, it can be explained that the
path coefficients on the memorable tourism experience variable have a direct
effect on revisit intention
Because Q Statistics 2,459 > 1.93 And P Value 0.007>
0.05. The memorable tourism experience variable has an influence on
storytelling behavior because the T statistic value is 8.254 > 1.96 and the
P value is 0.000 < 0.05 and the storytelling behavior variable has a direct
influence. to revisit intention Because mark Q Statistics as big as
5,295 >1.97 and P Value 0,000 < 0.05.
Table 13 Path Coeffiecients Specific
Indirect Effect
|
Variable |
Original Sample |
Sample Mean |
Standard Deviation |
Q Statistics |
P Value |
|
Memorable Tourism Experience Storytelling Behaviour Revisit Intention |
0.406 |
0.385 |
0.084 |
4,806 |
0,000 |
Source: Results Outputs
SmartPLS 3, 2024
Based
on Table 13, it can be explained that the path coefficients show that the
results of the Specific Indirect Effect are the relationship between the
memorable tourism experience and revisit intention variables which are
intervened by the storytelling variable. influential
behavior significantly Because
The T statistic value is 4.806 > 1.97 and the P value is 0.000 >
0.05.
In SmartPLS, hypothesis testing is done using the
boostrapping method on the sample. Testing using boostraping is also intended
to minimize the problem of abnormal research data. To carry out hypothesis
testing, use the acceptance criterion P-Value < 0.05. The full Structural
Equation Modeling model in this research can be seen in Figure 6, as follows.
Figure 6 Full Structural Model Equation Modelling
Source: Results
Outputs SmartPLS 3, 2024
Based on Figure 6 which shows that overall so known in study This consists from 3 variable
latent, namely memorable tourism experience , storytelling behavior and
revisit intention . The following are the results of the hypothesis test, as
follows.
1.
Influence Memorable Tourism
Experience to Revisit
Intention
Previous research conducted by Zhang et al ., 2018 stated that if a
tourist destination provides a memorable tourism experience , it is likely that
tourists will visit again, so party
manager destination tour must give A positive word of mouth (Zhang, Wu, & Buhalis, 2018). Previous research conducted by Kim, et al ., 2010 stated that the
sub-variables of memorable tourism experience had a significant effect on revisit
intention behavior to the same destination, using the same product in the
future, resulting in positive value from word of mouth .
The influence of memorable tourism experience on
revisit intention in this research will be analyzed through testing Hypothesis 1 (H1) which states
that there is a significant direct effect between the memorable tourism
experience variable on the revisit intention variable, so
Hypothesis testing results (H1) with boostrapping can be seen in Table
14 as follows.
|
Hypothesis is |
Path Coefficients |
P Value |
Significance (< 0.05) |
|
H 1 |
0.285 |
0.007 |
Accepted |
Source: Results Outputs
SmartPLS 3, 2024
Based on Table 14 can explained
that testing hypothesis (H1) on the memorable tourism experience variable
and the revisit intention variable shows P Value 0.007 < 0.05. It can
be concluded that there is influence significant between variable memorable
tourism experience and
revisit intention variables . Therefore, it can be concluded that the hypothesis (H1) can be accepted.
The
results of hypothesis testing (H1) are in line with previous research conducted by
Purnama et al., (2019) with the title " The Influence� of� Destinations� Image,� Tourists� satisfaction,� and� Tourist Experience toward Revisit Intention
to The Most Beautiful Village in The World (Nagari Tuo Pariangan)� state that there is
influence There is a
significant difference between the memorable tourism experience variable and
revisit intention (Purnama & Wardi, 2019). Based on the results of the
analysis test, it is known that the significance value is 0.00 < 0.05, which means Ha What was proposed in this research was accepted,
namely that there was a significant influence on memorable tourism experience
on revisit intention in Nagari Tuo Pariangan Village. And this research is also
in line with the research conducted by Walter
et al ., (2010)
state that memorable
tourism experience or experience tour that's
effective felt and given to tourists will increase their
revisit intention.
2.
Influence Memorable Tourism
Experience To Storytelling Behaviour
Study Which
done by Maharani et al ., (2023) states that
tourists who have memorable and unforgettable experiences will indirectly
increase their behavior in telling about their experiences when visiting tourist destination. By having an
unforgettable experience, it will encourage the desire to tell stories about
memorable experiences. You can reminisce about memorable experiences that
tourists have had when visiting tourist destinations. The influence of
memorable tourism experience on storytelling behavior will be analyzed through testing
hypothesis 2 (H2) stating that there is a significant direct influence between
the memorable tourism experience variable and the storytelling behavior
variable. Results testing
with boostrapping on H
2 can seen on Table 15, as follows.
|
Hypothesis is |
Path Coefficients |
P Value |
Significance (< 0.05) |
|
H 2 |
0.703 |
0,000 |
Accepted |
Source: Results Outputs
SmartPLS 3, 2024
Based on Table 15, it states that the results of
testing Hypothesis
H 2 the memorable tourism
experience variable on storytelling behavior shows a P Value of 0.000
< 0.05. Therefore, it can be said that there is a significant influence
between memorable variables tourism experience to storytelling behaviour so from that is, hypothesis 2 H 2 accepted.
This is in line with research conducted by
Pujiastuti et al. (2022) with the title " The Role of Perceived Value in
Understanding Tourist Experience And Post Experience at Heritage Destinations
" states that a memorable tourist experience has a positive impact on
storytelling behavior and shows a P-Value value of 0.000 < 0.05, which means
it has a significant effect, which means a good tourist experience.
impressively has a significant effect on storytelling behavior . And research conducted by Zhong et al .,
(2017) with title � A Model Of Memorable
Tourism Experience: The Effects
On Satisfaction, Affective Commitment, and Storytelling � states that when
tourists who have experiences with memories
Which clear about
journey recently will tend to more active in behavior
tell a story (Zhong et al., 2017). Storytelling behaviour is part from word of mouth. By integrating
memorable tourism experiences with important aspects such as revisit intention
, it will certainly advance a tourist destination by increasing the number of
visits traveler And mark positive
from Which told by tourists in the tourist experience at a
tourist destination.
3.
Influence Storytelling Behaviour
To Revisit Intention
Research conducted by Wildani et al., (2022) with
the title " Tourism Storytelling , Its Impact on Tourism Behavior
Intentions in the Lake Toba area, Samosir Regency, North Sumatra" stated
that use behavior tell a
story, regardless from positive or negative will get it change image visitors
related a objective in time short. By carrying out storytelling
behavior, it will encourage revisit intention and encourage family, co-workers
and work friends to recommend visiting a tourist destination or tourist
attraction. Values that are conveyed well through storytelling behavior that
are shared through stories will encourage tourists to make return visits to a
tourist destination or tourist attraction.
In study
This, influence storytelling behaviour to Revisit intention will be analyzed through testing
Hypothesis 3 (H3) stating that there is a significant influence between
storytelling behavior on revisit intention . Test results using the
boostrapping method on H 3 can be seen in Table
16.
|
Hypothesis |
Path Coefficient |
P Value |
Signification (< 0.05) |
|
H 3 |
0.577 |
0,000 |
Accepted |
Source: Results Outputs
SmartPLS 3, 2024
Based on Table 16 can explained
that connection storytelling variables behaviour to revisit intention
show P Value 0.000 < 0.05, this shows that there is a
significant influence on the storytelling variable on revisit intention .
Therefore, hypothesis
3 (H3)
is accepted.
This is in line with research conducted by (Ko et
al. 2022) with title �
Storytelling Festival Participation and Tourists Revisit Intention � states that the
Storytelling Festival has a significant influence and research conducted by
Rendusara et al. (2024) with the title " The Influence of Destination
Image on Travel Motivation, Perceived Value and Electronic
Word Of Mouth to Revisit
Intention at The �Corner Of Story Art Museum of
Bandung City � states that the word of mouth to revisit intention own mark as big as 8,324 > 1.96 So
it can be concluded that electronic word of mouth has a significant influence
on revisit intention . If the influence of electronic word of mouth the more
tall response Which given by traveler through
social media and the greater the
promotion given, the greater the interest in revisiting intention or intention
to visit again. The results of research conducted by Zhong et al., (2017) with
the title "A Model Of Memorable Tourism Experience: The Effects On
Satisfaction, Affective Commitment, and Storytelling" stated that word of
mouth is part of storytelling behavior.
The Influence of Storytelling Behavior in mediating Memorable Tourism
Experience on Revisit Intention
Zhong et al., 2017 stated
that storytelling behavior is the behavior of tourists by sharing their
knowledge and experiences through narratives and anecdotes to communicate
information. Based on previous research conducted by (Zhong et al., 2017) it is stated that memorable tourism experiences create a strong
connection with the destination which will bring tourists to want to visit
again because it brings alive returning moments from the past so that tourists
want to tell stories or share their own experiences of the tourist destinations
they visit. Tourists who gain experience after traveling will share their own
experiences with other people via social media so that it can encourage their
intention to visit again and encourage them to recommend to friends, family ,
relatives and co-workers.
So in this research
storytelling behavior in mediating memorable tourism experience on revisit
intention will be analyzed through hypothesis 4 (H4) which states that there is
a significant direct influence on the storytelling behavior variable in
mediating memorable tourism experience on revisit intention. The test results
using boostrapping on H4 can be seen in Table 17 as follows:
|
Hypothesis |
Path Coefficient |
P Value |
Signification (< 0.05) |
|
H 3 |
0.406 |
0,000 |
Accepted |
Source: Results Outputs
SmartPLS 3, 2024
Based on Table 17, it can be explained that the
results of testing Hypothesis 4 (H4) show that the relationship between the memorable
tourism experience variable and the revisit intention variable is
through the storytelling behavior variable as
variable intervening /
mediation show mark P Value
0,000 < 0.05. So it can be concluded that
storytelling behavior has an influence in mediating memorable tourism
experience on revisit intention . So it can be concluded that hypothesis 4 (H4) is accepted.
the direct effect results that There is a direct influence between the
memorable tourism experience variable on revisit intention with a P Value of
0.000 < 0.50 and an indirect effect coefficient on the memorable tourism
experience variable on revisit intention through the storytelling behavior
variable with a P Value of 0.000 < 0.50, which shows that the results of
testing this hypothesis have a significant effect. So it can be concluded that variable from storytelling behaviour
own influence strong as mediation on second variable.
So can concluded that variable
from storytelling behaviour
stated as full mediation Which has
a strong mediating effect on the memorable tourism experience variable on
revisit intention.
The results of this research are supported by
previous research entitled "The Effect of Tourism Storytelling On Tourism
Behavior Intention In Toba Lake, Regency of Samosir, North Sumatra"
conducted by Pasaribu, et al. (2022) stated that Tourism Storytelling will have
a significant effect on revisit intention. As well as research entitled
"Examining Iranian Tourists' Memorable Experiences on Destination
Satisfaction and Behavioral Intentions" conducted by Gohari et al. (2018)
stated that destination satisfaction mediates the relationship with memorable
tourism experience, positive word of mouth and revisit intention. So it can be
concluded that tourist satisfaction will influence the memorable tourism
experience variable with word of mouth on revisit intention.
This study shows that memorable tourism
experiences significantly influence visitors' intention to return to Jatiluwih
Tourism Village, with storytelling behavior as a mediating variable. These
findings support previous research that confirms the importance of memorable
experiences in increasing return visit intentions. The social implications
include the need for management to maintain the cleanliness and beauty of the
village and develop cultural activities to attract tourists. In addition,
improvements to tourist facilities such as bicycle lanes and safety information
need to be considered. The practical implications include the creation of tour
packages that promote the beauty of terraced rice fields, annual cultural
festivals, and organic farming workshops. Management is also advised to utilize
technology and collaboration with influencers to increase the attractiveness of
the village.
CONCLUSION
Based on the results of the analysis that has been carried out in
this study, several important findings were found. First, there is a
significant direct effect of the memorable tourism experience variable on the
revisit intention variable to Jatiluwih Tourism Village. This shows that
tourism experience is an indicator that influences tourists' desire to visit
again (revisit intention) directly. Second, there is a significant direct
influence between the memorable tourism experience variable on the storytelling
behavior variable. This indicates that tourism experience has a very important
influence on storytelling behavior. The more memorable the experience obtained
by tourists, the greater the opportunity for tourists to tell their experiences
after traveling to Jatiluwih Tourism Village.
Third, there is a significant direct influence between
storytelling behavior variables on revisit intention variables. This finding
shows that storytelling behavior will have a positive impact on tourists'
desire for revisit intention. When tourists feel a memorable tour experience,
then it becomes a great opportunity to tell their tour experience and will have
an impact on the desire of tourists to make a return visit to Jatiluwih Tourism
Village. Fourth, there is a significant direct effect on storytelling behavior
in mediating memorable tourism experience on revisit intention. This indicates
that storytelling behavior has a strong influence as a mediator on both
variables. Thus, the storytelling behavior variable is stated as a full
mediation that has a strong effect in mediating the memorable tourism
experience variable on revisit intention. So that the existence of a memorable
tourism experience will indirectly influence to do storytelling behavior and
will encourage tourists' opportunities to make a revisit intention.
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