Improving destination attachment and revisiting tourist intention of mount Mutis cultural heritage East Nusa Tenggara

Simon Sia Niha; Selfiana Goetha; Apryanus Fallo; Yustina Alfira Nay

doi:10.26905/jpp.v10i2.15786

Authors

Simon Sia Niha Fakultas Ekonomika dan Bisnis Universitas katolik Widya Mandira Kupang
Selfiana Goetha Program Studi Manajemen Universitas Katolik Widya Mandira https://orcid.org/0000-0001-8899-3032
Apryanus Fallo Fakultas Ekonomika dan Bisnis Universitas katolik Widya Mandira Kupang
Yustina Alfira Nay Fakultas Ekonomika dan Bisnis Universitas katolik Widya Mandira Kupang

DOI:

https://doi.org/10.26905/jpp.v10i2.15786

Keywords:

destination attachments, mutis mount, revisit intention

Abstract

Tourist destinations are one aspect that supports the economic development of a region. The selection of tourist destinations in the modern era cannot be separated from the help of social media where tourist destinations can be promoted and can be accessed by prospective tourists, whenever and wherever they are. This study was conducted at the Gunung Mutis Cultural Heritage tourist destination located in NTT Province. The purpose of the study was to see the magnitude of the influence of Destination Brand Personality, Destination Influencer, and Tourist Personality, on Destination Attachment and Revisit Intention of Tourists at the Gunung Mutis Cultural Heritage. The research method used is a quantitative method using the Structural Equation Modeling (SEM) Partial Least Square (PLS) analysis tool. The sample in this study amounted to 175 respondents who had visited the Gunung Mutis tourist destination. The results showed that Destination Brand Personality had no significant effect on Destination Attachment or Revisit Intention. Meanwhile, Influencer of Destination had a significant influence on Destination Attachment and Revisit Intention. The Tourist Personality variable is proven to have a significant effect on Destination Attachment, but does not have a significant effect on Revisit Intention. This study can provide theoretical and practical contributions in the development of destination marketing science, especially in understanding how destination personality, tourist personality, and the role of local Influencers influence tourist attachment to the destination and encourage revisit intentions. In addition, the results of this study can also be a reference for tourism actors and destination managers in designing more effective promotional strategies through the use of local Influencers who are culturally and emotionally relevant to target tourists.

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