Irmawati, Aulia Luthfi (2026) Model Pengaruh Citra Destinasi Terhadap Minat Berkunjung di Kawasan Kota Lama Surabaya Menggunakan Metode Structural Equation Modeling-Partial Least Square. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Pariwisata heritage berkembang menjadi subsektor penting seiring pergeseran preferensi wisatawan menuju pariwisata berbasis pengalaman dan nilai budaya. Kota Surabaya memiliki potensi besar dalam pengembangan wisata warisan budaya melalui Kawasan Kota Lama Surabaya (Zona Eropa) yang didukung oleh program revitalisasi. Namun, kawasan ini masih dihadapkan pada stigma negatif masa lalu serta isu keamanan setelah revitalisasi yang berpotensi menurunkan persepsi pre-visit calon wisatawan. Oleh karena itu, penelitian ini bertujuan menganalisis pengaruh citra kognitif dan citra afektif terhadap minat berkunjung, serta menguji peran mediasi citra afektif dalam menjembatani citra kognitif terhadap minat berkunjung. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling–Partial Least Square (SEM-PLS). Metode ini mencakup penilaian model pengukuran (outer model) dan penilaian model struktural (inner model) untuk menjawab sasaran penelitian. Data dikumpulkan melalui kuesioner terhadap 272 responden calon wisatawan yang belum pernah mengunjungi Kawasan Kota Lama Surabaya, namun telah memiliki paparan informasi mengenai destinasi tersebut. Analisis data dilakukan menggunakan perangkat lunak SmartPLS 3.0. Hasil analisis menunjukkan bahwa seluruh hipotesis diterima (p < 0.001). Citra kognitif berpengaruh sangat kuat terhadap citra afektif (β = 0.704, t = 15.280). Citra afektif berpengaruh positif terhadap minat berkunjung (β = 0.373, t = 5.877), demikian pula citra kognitif terhadap minat berkunjung (β = 0.397, t = 6.310). Citra afektif terbukti berperan sebagai variabel mediasi parsial (β = 0.262, t = 5.653). Temuan ini menunjukkan bahwa persepsi rasional terhadap atribut dan fungsional di Kawasan Kota Lama Surabaya menjadi fondasi utama pembentukan respons emosional dan membentuk minat berkunjung calon wisatawan. Penelitian ini memberikan kontribusi dengan merumuskan strategi pengembangan kawasan yang mengintegrasikan peningkatan fisik dan penguatan ikatan emosional sebagai dasar peningkatan minat berkunjung.
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Heritage tourism has grown into an important sub-sector as tourist preferences shift towards experience-based tourism and cultural values. The city of Surabaya has great potential for developing cultural heritage tourism through the Old Town of Surabaya (European Zone), which is supported by a revitalization program. However, this area still faces negative stigma from its past as well as security issues after revitalization, which have the potential to lower the pre-visit perceptions of potential tourists. Therefore, this study aims to analyze the influence of cognitive image and affective image on visit interest, as well as to examine the mediating role of affective image in bridging cognitive image and visit interest. This study uses a quantitative approach with the Structural Equation Modeling–Partial Least Square (SEM-PLS) method. This method includes an assessment of the measurement model (outer model) and an assessment of the structural model (inner model) to answer the research objectives. Data were collected through questionnaires from 272 prospective tourist respondents who had never visited the Old Town area of Surabaya but had been exposed to information about the destination. Data analysis was performed using SmartPLS 3.0 software. The results of the analysis show that all hypotheses are accepted (p < 0.001). Cognitive image has a very strong effect on affective image (β = 0.704, t = 15.280). Affective image has a positive effect on interest in visiting (β = 0.373, t = 5.877), as does cognitive image on interest in visiting (β = 0.397, t = 6.310). Affective image was proven to act as a partial mediating variable (β = 0.262, t = 5.653). These findings indicate that rational perceptions of attributes and functionality in the Old Town area of Surabaya form the main foundation for the formation of emotional responses and shape the interest in visiting among potential tourists. This study contributes by formulating a development strategy for the area that integrates physical improvements and the strengthening of emotional bonds as the basis for increasing visitation interest.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Citra Destinasi, Wisata Heritage, Minat Berkunjung, Kota Lama Surabaya, SEM-PLS Destination Image, Heritage Tourism, Visit Intention, Kota Lama Surabaya, SEM-PLS |
| Subjects: | H Social Sciences > HT Communities. Classes. Races > HT133 City and Towns. Land use,urban |
| Divisions: | Faculty of Civil, Planning, and Geo Engineering (CIVPLAN) > Regional & Urban Planning > 35201-(S1) Undergraduate Thesis |
| Depositing User: | Aulia Luthfi Irmawati |
| Date Deposited: | 30 Jan 2026 07:52 |
| Last Modified: | 30 Jan 2026 07:52 |
| URI: | http://repository.its.ac.id/id/eprint/131327 |
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