PENGARUH CITRA DESTINASI TERHADAP NIAT BERKUNJUNG KEMBALI WISATAWAN DOMESTIK DI YOGYAKARTA

Nourmadhewi, RR Amalinda, Teti Indriati Kastuti, S.S., M.Pd., M.Par. (2025) PENGARUH CITRA DESTINASI TERHADAP NIAT BERKUNJUNG KEMBALI WISATAWAN DOMESTIK DI YOGYAKARTA. Tugas Akhir thesis, Universitas Teknologi Yogyakarta.

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Abstract

Destination image plays a crucial role in shaping tourist loyalty, particularly through the cognitive and affective impressions formed during visits. This study is motivated by the decline in domestic tourist arrivals to Yogyakarta in 2024, following an increase in the previous year. In the era of social media, a destination’s image is largely shaped by the information and experiences shared online by tourists. The objective of this study is to analyze the impact of cognitive and affective destination images on domestic tourists’ intentions to revisit. The research employs a descriptive quantitative method, using surveys with a questionnaire administered to 111 domestic tourists who have previously visited Yogyakarta. Data were analyzed using multiple linear regression through SPSS version 25. The results indicate that both cognitive and affective images have a positive and significant influence on the intention to revisit. These findings emphasize that tourists’ positive perceptions—both rational and emotional—of a destination can increase their likelihood of returning. Based on these results, the study recommends that tourism managers focus on cultivating a positive destination image through direct experiences, providing engaging information, and creating an atmosphere that leaves a lasting emotional impression on tourists.

Item Type: Thesis (Skripsi, Tugas Akhir or Kerja Praktek) (Tugas Akhir)
Uncontrolled Keywords: Destination Image, Cognitive Image, Affective Image, Repeat Visit Intention, Domestic Travelers, Yogyakarta.
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Divisions: Fakultas Bisnis dan Humaniora > D4 Destinasi Pariwisata
Depositing User: Prodi Pariwisata Diploma
Date Deposited: 10 Oct 2025 05:04
Last Modified: 10 Oct 2025 06:16
URI: http://eprints.uty.ac.id/id/eprint/19313

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