Pengaruh Pengalaman Wisatawan Dan Citra Destinasi Terhadap Keputusan Berkunjung

Authors

Noudricha Michelle Sariyowan Universitas Bunda Mulia
Imam Ardiansyah Universitas Bunda Mulia

DOI:

Abstract

This study aims to analyze the influence of tourist experience and destination image on the decision to visit Rawa Belong Silat Village, known as an urban cultural tourism destination in West Jakarta. The study uses a quantitative approach with independent variables of tourist experience (X1) and destination image (X2), and the dependent variable of visiting decision (Y). Data were collected through questionnaires distributed to 96 tourists who had visited the village, then analyzed using multiple linear regression with validity, reliability, and classical assumption tests using SPSS. The results showed that tourist experience significantly influenced the decision to visit (β = 0.441; sig. 0.000), with the emotional (involvement in culture) and intellectual (acquisition of new knowledge) dimensions as the dominant predictors. Destination image also had a significant influence (β = 0.365; sig. 0.000), mainly supported by the uniqueness of Betawi silat culture and cognitive image related to facilities. Simultaneously, both variables contributed 49.8% (R² = 0.498) to the decision to visit. The research conclusion confirms that tourist experience, particularly the emotional and intellectual aspects, as well as the image of cultural uniqueness, are key factors determining visit interest. The practical implications of these findings are the need for managers to: (1) develop interactive activities such as silat workshops and participatory cultural performances to strengthen the emotional-intellectual experience; (2) utilize digital marketing strategies that highlight the authentic identity of Betawi silat; and (3) improve the quality of supporting facilities to strengthen the cognitive image of the destination.

Keywords: Betawi Culture, Cultural Tourism, Destination Image, Tourist Experience, Tourism Village, Visit Decision.

References

Alexiou, M. (2020). Experience economy and co-creation in a cultural heritage festival: consumers’ views. Journal of Heritage Tourism, 15, 200 - 216. https://doi.org/10.1080/1743873X.2019.1632867.

Ardiansyah, I., & Iskandar, H. (2023). Pengaruh motivasi terhadap keputusan berkunjung Wisatawan Di Taman Wisata Alam Mangrove Angke Kapuk Jakarta. EduTurisma. 7(2). 1-12. https://ejournal.asaindo.ac.id/index.php/eduturisma/article/view/1303

Ardiansyah, I., Iskandar, H. ., Krisnadi, A. R., & Dewantara, Y. F. . (2023). Measuring Tourist Satisfaction Index On Attraction, Amenities, Accessibility, And Ancillary Service (Case Study Of Angke Kapuk Mangrove Nature Park, Jakarta). International Journal of Entrepreneurship and Sustainability Studies, 3(1), 89–101. https://doi.org/10.31098/ijeass.v3i1.1537

Azizah, N. (2025). Pemanfaatan digital marketing dalam meningkatkan potensi wisata Kampung Gambut Siantan Hilir. El-Mujtama: Jurnal Pengabdian Masyarakat, 5(1), 85–92. https://journal-laaroiba.com/ojs/index.php/elmujtama/article/view/5638

Chai, Y., Na, J., , T., & Tang, Y. (2022). The moderating role of authenticity between experience economy and memory? The evidence from Qiong Opera. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1070690.

Hanifah, R. D., Pratikawati, R. (2020). Strategi Pengembangan Kampung Silat, Rawa Belong sebagai Destinasi Wisata. Jurnal Sains Terapan Pariwisata. 5(3). 255-264. https://journal.polteksahid.ac.id/index.php/jstp/article/view/149/133

Lin, H., Wen, H., & , Z. (2024). A study on the construction of destination image for China’s county-level integrated media centers: a case study of four counties in Fuzhou. Frontiers in Communication. https://doi.org/10.3389/fcomm.2024.1346212.

Marleen, A., Iskandar H. (2024). Pengaruh Citra Destinasi terhadap Minat Berkunjung Wisatawan Generasi Z ke Kampung Budaya Betawi Setu Babakan. Kagangan: Jurnal Pendidikan Sejarah dan Riset Sosial Humaniora. 7(2). https://doi.org/10.31539/kaganga.v7i2.10682

Marques, C., Da Silva, R., & Antova, S. (2021). Image, satisfaction, destination and product post-visit behaviours: How do they relate in emerging destinations?. Tourism Management, 85, 104293. https://doi.org/10.1016/J.TOURMAN.2021.104293.

Napu, D. M., Nurhidayat, W., Rifai, M. S. A. (2022). Pengaruh Citra Destinasi terhadap Keputusan Berkunjung ke Kampung Karuhun. Syntax Literate: Jurnal Ilmiah Indonesia. 7(12). https://doi.org/10.36418/syntax-literate.v8i3.11499

Nugraha, F. A. (22, Desember 2024). Preferensi Perjalanan Wisatawan Indonesia Menurut Studi. Antara. Diakses dari: https://www.antaranews.com/berita/4543550/preferensi-perjalanan-wisatawan-indonesia-menurut-studi

Pratama, I., Gunawan, A., & Rachmawati, S. (2024). Evaluating policy environment for community-based rural tourism: Multi-actor perspectives in tourism value chain. Journal of Regional and City Planning, 35(3), 203–218. https://journals.itb.ac.id/index.php/jpwk/article/view/22739

Sabrina, S., Sulhaini, S., & Sakti, D. P. B. (2022). The Influence of Tourist Experiences and Destination Image on Interest in Revisiting Tanjung Bias Beach. Khidmatuna: Journal of Research and Community Service, 1(1), 8–14. https://doi.org/10.58330/khidmatuna.v1i1.37

Shavitt, S., & Barnes, A. (2020). Culture and the Consumer Journey. Journal of Retailing, 96, 40-54. https://doi.org/10.1016/j.jretai.2019.11.009.

Siahaan, S., & Saragih, M. (2025). The Use of Culture-Based Tourist Attractions in Developing Tourist Destination Images a Case Study: North Sumatra Province. Dialektika: Jurnal Bahasa, Sastra dan Budaya. https://doi.org/10.33541/dia.v11i2.6449.

Wulandari, D. (2025). Wisata wellness berbasis budaya di Kampung Baluwarti Surakarta. Jurnal Kajian Hindu, 14(2), 255–268. https://ojs.unud.ac.id/index.php/jkh/article/view/121870

Zhao, Y., Zhan, Q., Du, G., & Wei, Y. (2024). The effects of involvement, authenticity, and destination image on tourist satisfaction in the context of Chinese ancient village tourism. Journal of Hospitality and Tourism Management. https://doi.org/10.1016/j.jhtm.2024.06.008.