PERSEPSI RISIKO: MINAT DAN PERILAKU BERWISATA DI NEW NORMAL APAKAH MASIH SAMA?
Universitas Bengkulu
Indonesia
Universitas Bengkulu
Indonesia
Universitas Bengkulu
Indonesia
Abstract
Wabah Covid-19 membuat masyarakat mulai merubah perilaku dan beradaptasi dengan kebiasaan hidup baru atau new normal. Penelitian ini meneliti minat dan perilaku berwisata di masa new normal dengan memasukkan variabel risiko (percieved risk) yang mempengaruhi behavior to visit dengan intention to visit sebagai mediasi. Penelitian ini juga memasukkan electronic word of mouth dan citra destinasi sebagai variabel independen yang juga mempengaruhi perilaku berkunjung dengan niat untuk berkunjung sebagai mediasi. Penelitian menggunakan pendekatan metode kuantitatif dengan 261 responden. Hasil yang didapatkan memperlihatkan adanya hubungan negatif dari persepsi risiko karena adanya kekhawatiran tertular virus Covid-19 terhadap niat untuk berkunjung (-0,325) maupun terhadap perilaku berkunjung dengan niat untuk berkunjung sebagai mediasi (-0,157). Variabel electronic word of mouth dan citra destinasi sama-sama memberikan pengaruh positif terhadap niat untuk berkunjung maupun terhadap perilaku berkunjung dengan niat untuk berkunjung sebagai mediasi. Hubungan yang memberikan pengaruh paling kuat dalam penelitian ini adalah pengaruh yang diberikan niat untuk berkunjung terhadap perilaku berkunjung dengan korelasi sebesar 0,484. Pengaruh yang diberikan dua dari tiga variabel independen (electronic word of mouth dan citra destinasi) dalam penelitian ini tergolong rendah. Perlu dilakukan penelitian kembali yang memperhatikan motivasi orang berwisata di masa new normal ini.
Keywords
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