Social Media dan Memorable Tourism Experience dalam Membentuk Revisit Intention di Taman Nasional Wasur

Leonora Puspa

Authors

Leonora Puspa Program Studi Pendidikan Ekonomi, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Musamus, Merauke, Indonesia

Keywords:

Social Media, Memorable Tourism Experience, Revisit Intention, Pariwisata

Abstract

Penelitian ini menganalisis pengaruh media sosial dan pengalaman wisata efektif terhadap niat berkunjung kembali wisatawan di Taman Nasional Wasur, Merauke. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan survei terhadap 45 wisatawan yang memenuhi kriteria purposive sampling. Data dianalisis menggunakan regresi linier berganda melalui SPSS versi 26. Hasil penelitian menunjukkan bahwa media sosial berpengaruh positif dan signifikan terhadap niat berkunjung kembali (B = 0,461; t = 3,576; p = 0,001). Pengalaman wisata yang berpengaruh juga berpengaruh positif dan signifikan terhadap niat berkunjung kembali (B = 0,495; t = 2,909; p = 0,006). Secara simultan kedua variabel berpengaruh signifikan terhadap niat berkunjung kembali (F = 29,737; p < 0,001). Temuan ini menegaskan bahwa komunikasi digital yang menarik perlu dipadukan dengan pengalaman wisata yang menyenangkan, autentik, bermakna, dan mudah diingat. Pengelola disarankan untuk mengintegrasikan promosi media sosial dengan meningkatkan pengalaman pengunjung yang selaras dengan prinsip konservasi.

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