Persepsi Wisatawan Muslim Generasi Z Terhadap Satisfaction dan Word of Mouth Pada Destinasi Wisata Halal di Indonesia (Studi Kasus: Destinasi Wisata Halal Daerah Istimewa Yogyakarta)

Pramonov, Quinneisha Zella (2024) Persepsi Wisatawan Muslim Generasi Z Terhadap Satisfaction dan Word of Mouth Pada Destinasi Wisata Halal di Indonesia (Studi Kasus: Destinasi Wisata Halal Daerah Istimewa Yogyakarta). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Destinasi wisata merupakan aspek penting dalam sektor pariwisata Indonesia. Wisata halal menjadi salah satu kategori destinasi wisata yang diprioritaskan untuk dilakukan optimalisasi oleh Menteri Pariwisata dan Ekonomi Kreatif sejak tahun 2014. Optimalisasi yang dilakukan pemerintah dan penanggung jawab destinasi wisata halal adalah dengan memperhatikan atribut halal seperti islamic facilities, halalness, dan general islamic morality pada objek wisata. Semakin optimal atribut halal pada objek destinasi wisata akan memberikan persepsi yang semakin baik juga dari wisatawan muslim yang berkunjung. Penelitian ini bertujuan untuk melihat pengaruh persepsi wisatawan generasi Z terhadap kepuasan dan keputusan word of mouth pada wisatawan halal. Penelitian ini adalah penelitian kuantitatif dengan data primer yang dihasilkan melalui penyebaran kuesioner baik secara online maupun offline. Kuesioner ditujukan kepada muslim generasi Z yang pernah atau sedang mengunjungi destinasi wisata halal di Daerah Istimewa Yogyakarta sebagai salah satu provinsi dengan destinasi wisata halal prioritas di Indonesia. Jumlah data sampel yang digunakan pada penelitian ini terdapat 150 responden yang sesuai dengan kriteria sampel penelitian. Data kuesioner penelitian selanjutnya dianalisis dengan menggunakan metode Partial Least Square - Structural Equation Modelling (PLS-SEM) melalui software SmartPLS. Hasil penelitian menunjukkan jika islamic facilities, halalness, dan general islamic morality sebagai atribut halal memberikan pengaruh terhadap tourism satisfaction dan keputusan word of mouth. Pihak pengelola destinasi wisata halal di Daerah Istimewa Yogyakarta diharapkan dapat meningkatkan atribut pada destinasi wisata halal guna meningkatkan kepuasan dan keputusan word of mouth wisatawan muslim.
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Tourist destinations are an important aspect in the Indonesian tourism sector. Halal tourism has become one of the prioritized categories for tourist destinations to be optimized by the Minister of Tourism and Creative Economy since 2014. The optimization of halal tourist destinations carried out by the government and responsible parties consists of paying attention to halal attributes, such as Islamic facilities, halalness, and general Islamic morals at tourist attractions. More optimal halal attributes of tourist destinations will provide a better perception of Muslim tourists to visit the sites. This research intends to examine the influence of generation Z tourists' perceptions on satisfaction and word of mouth decisions among halal tourism. This research is a quantitative study with primary data obtained through distributing questionnaires both online and offline. The questionnaire is aimed at generation Z muslim who have visited or are currently visiting halal tourist destinations in the Special Region of Yogyakarta, as one of the provinces with priority halal tourist destinations in Indonesia. The amount of sample data used in this study were 150 respondents who have fulfilled the research sample criteria. The research questionnaire data is subsequently analyzed using the Partial Least Square - Structural Equation Modeling (PLS-SEM) method through SmartPLS software. The results showed that Islamic facilities, halalness, and general Islamic morality as halal attributes have a influence on tourism satisfaction and word of mouth (WOM). The management of halal tourist destinations in the Special Region of Yogyakarta is expected to improve the attributes of halal tourist destinations in order to increase the satisfaction and word of mouth decisions of Muslim tourists.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Wisata Halal, Persepsi, Kepuasan Konsumen, Word of Mouth; Halal Tourism, Perception, Customer Satisfaction, Word of Mouth.
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) > G155 Tourism H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Quinneisha Zella Pramonov
Date Deposited:	22 Jan 2024 00:42
Last Modified:	22 Jan 2024 00:42
URI:	http://repository.its.ac.id/id/eprint/105575

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