Pengaruh Daya Tarik Wisata dan Citra Destinasi terhadap Minat Berkunjung Wisatawan di Pantai Indah Pandan Tapanuli Tengah
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Abstract
Penelitian ini bertujuan menganalisis pengaruh daya tarik wisata dan citra destinasi terhadap minat berkunjung wisatawan di Pantai Indah Pandan Tapanuli Tengah. Penelitian menggunakan pendekatan kuantitatif dengan desain asosiatif kausal. Sampel penelitian terdiri atas 120 responden yang dipilih menggunakan teknik accidental sampling dengan kriteria wisatawan berusia minimal 17 tahun, sedang berada di lokasi penelitian, pernah berkunjung sebelumnya, dan bersedia mengisi kuesioner secara lengkap. Data dikumpulkan melalui kuesioner dengan skala Likert dan dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa daya tarik wisata berpengaruh positif dan signifikan terhadap minat berkunjung dengan nilai t sebesar 3,612 dan signifikansi 0,000. Citra destinasi juga berpengaruh positif dan signifikan dengan nilai t sebesar 3,787 dan signifikansi 0,000. Secara simultan, daya tarik wisata dan citra destinasi berpengaruh signifikan terhadap minat berkunjung dengan nilai F sebesar 108,533 dan koefisien determinasi sebesar 0,650. Temuan menunjukkan bahwa citra destinasi memiliki pengaruh yang relatif lebih dominan dibandingkan daya tarik wisata dalam membentuk minat berkunjung wisatawan.
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