The Influence of Tourist Attraction and Digital Marketing on Return Visit Interest with Tourist Satisfaction as a Mediating Variable in Tinalah Tourism Village, Kulonprogo Regency

Abstract

The objectives of this study include: (1) To determine the effect of tourist attraction on tourist satisfaction at Tinalah tourist attraction, Kulonprogo Regency. (2) To determine the effect of digital marketing on tourist satisfaction at Tinalah Tourism Village, Kulonprogo Regency. (3) To determine the effect of tourist satisfaction on interest in visiting again at Tinalah Tourism Village, Kulonprogo Regency. (4) To determine the effect of tourist attraction on return visit interest in Tinalah Tourism Village, Kulonprogo Regency, which is mediated by tourist satisfaction. (5) To determine the effect of digital marketing on return visit interest in the Tourism Village, Kulonprogo Regency, which is mediated by tourist satisfaction. The research design used in this research was quantitative research design. The population used in this study were tourists visiting Tinalah Tourism Village, Tinalah, Kulonprogo Regency with a large and unknown number. The sampling technique used in this study is non probability sampling by purposive sampling. The respondents who met the criteria were tourists who had visited Tinalah Tourism Village with a maximum limit of the last three months. The research sample amounted to 150 people. The data collection procedure in this study is to use the questionnaire method. The analytical tool used is Patial Least Square (PLS), which is a variance-based SEM, with SmartPLS 2.0 software. Based on the results of the analysis discussed in the previous chapter, the following conclusions can be given: (1) Attractiveness of tourist objects has a positive effect on tourist satisfaction in Tinalah Tourism Village, Kulonprogo Regency. (2) Digital marketing has a positive effect on tourist satisfaction in Tinalah Tourism Village, Kulonprogo Regency. (3) Tourist satisfaction has a positive effect on interest in visiting again at Tinalah Tourism Village, Kulonprogo Regency. (4) Tourism attraction has a positive effect on interest in visiting again at Tinalah Tourism Village, Kulonprogo Regency, which is mediated by tourist satisfaction. (5) Digital marketing has a positive effect on interest in visiting again at Tinalah Tourism Village, Kulonprogo Regency, which is mediated by tourist satisfaction.