Email this article Prediksi keterikatan tempat: motivasi, peringkat hotel berbintang, dan kualitas interaksi layanan karyawan
Abstract
Penelitian ini bertujuan memprediksi efek langsung dan tidak langsung variabel motivasi wisatawan terhadap keterikatan tempat. Pengaruh tidak langsung dimoderasi oleh peringkat hotel berbintang dan kualitas interaksi layanan karyawan hotel. Sampel berjumlah 320 responden yang merupakan wisatawan nasional dan model penelitian ini diuji melalui structural equation model. Sedangkan peringkat hotel berbintang sebagai variabel mediasi menggunakan analisis multi-group PLS-SEM. Hasil penelitian menunjukkan bahwa motivasi secara langsung memberikan nilai positif terhadap keterikatan tempat, sedangkan kualitas interaksi layanan memediasi hubungan antara motivasi wisatawan dan keterikatan tempat. Analisis multi-group menemukan bahwa hubungan antara konstruk berbeda menurut peringkat bintang hotel. Temuan ini memiliki implikasi penting bagi manajer hotel dan citra destinasi suatu daerah wisata.
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DOI: https://doi.org/10.30872/jfor.v22i1.6747
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