Analisis Revisit Intention Wisatawan ke Lombok: Pemahaman Strategis untuk Manajemen Pemasaran Pariwisata Halal yang Efektif
DOI:
https://doi.org/10.54342/9y58q549Keywords:
Revisit Intention , Motivasi wisatawan , Pariwisata halal , Manajemen Pemasaran , LombokAbstract
Penelitian ini menganalisis faktor-faktor yang memengaruhi niat kunjungan kembali (revisit intention) wisatawan Muslim ke Lombok, sebuah pulau di Indonesia yang dikenal dengan wisata halalnya. Dengan menggunakan pendekatan kualitatif deskriptif dan analisis konten kualitatif (QCA) induktif, data primer dikumpulkan melalui wawancara semi-terstruktur dan kuesioner kualitatif kepada wisatawan Muslim yang pernah berkunjung ke Lombok. Hasil analisis menunjukkan adanya dua tema utama yang memengaruhi niat berkunjung kembali, yaitu faktor penarik (pull factors) yang berkaitan dengan atribut destinasi dan faktor pendorong (push factors) yang bersifat internal. Studi ini menemukan bahwa faktor penarik berkontribusi secara signifikan dengan kemunculan kode lebih dominan hingga 79% dibandingkan faktor pendorong. Di antara faktor penarik, atribut destinasi Islami (Islamic attribute of destinations/IAD) menjadi yang paling signifikan, dengan komponen terkuat adalah ketersediaan makanan halal serta suasana dan lingkungan Islami. Sementara itu, meskipun kurang menonjol, faktor pendorong utama yang teridentifikasi adalah keinginan untuk mencari kebaruan, seperti mengunjungi destinasi dan mencoba aktivitas baru. Studi ini menyimpulkan bahwa pemahaman mendalam terhadap motivasi-motivasi ini sangat penting bagi manajemen pemasaran pariwisata halal di Lombok. Dengan demikian, para pengelola pariwisata dapat merancang strategi yang efektif dengan menonjolkan keunggulan Islami serta memenuhi keinginan wisatawan akan pengalaman baru, guna meningkatkan kunjungan berulang dan memperkuat posisi Lombok sebagai destinasi wisata halal global.
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