LOCAL FOOD ENJOYMENT AND CUSTOMER DELIGHT: KEYS TO REVISIT INTENTION

Jurnal Muara Ilmu Ekonomi dan Bisnis Pub Date : 2021-10-08 DOI:10.24912/jmieb.v5i2.13260

Risma Jayanti Paramita, Chairy Chairy, Jhanghiz Syahrivar

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引用次数: 3

Abstract

Jawa Tengah telah lama dikenal sebagai salah satu pusat pertumbuhan ekonomi di Indonesia. Salah satu kota terbesar di kawasan ini, juga dikenal sebagai salah satu tujuan wisata paling populer di tanah air, adalah Yogyakarta. Penelitian ini bertujuan untuk mengetahui peran kenikmatan makanan lokal dan sukacita pelanggan terhadap niat berkunjung kembali wisatawan Yogyakarta, khususnya kawasan Malioboro. Penelitian kuantitatif ini menggunakan purposive sampling; kuesioner online disebarkan kepada 193 pengunjung Malioboro, Yogyakarta. Penelitian ini menggunakan PLS-SEM untuk menganalisis data. Hasil dari penelitian ini mengungkapkan bahwa: 1) Kenikmatan makanan lokal memiliki pengaruh positif terhadap sukacita konsumen 2) Kenikmatan makanan lokal memiliki pengaruh positif terhadap niat berkunjung kembali 3) Sukacita konsumen memiliki pengaruh positif terhadap niat berkunjung kembali dan 4) Sukacita konsumen memediasi hubungan antara kenikmatan makanan lokal dan niat berkunjung kembali. Wisata kuliner melalui promosi makanan lokal dapat dimanfaatkan untuk meningkatkan ketahanan masyarakat lokal di masa pandemi COVID-19. Central Java has long been known as one of the centres of economic growth in Indonesia. One of the largest cities in the region, also known as one of the most popular tourist destinations in the country, is Yogyakarta. This research aimed to investigate the role of local food enjoyment and customer delight on tourists' revisit intentions to Yogyakarta, especially the Malioboro area. This quantitative research used purposive sampling; online questionnaires were distributed to 193 visitors of Malioboro, Yogyakarta. This study utilized PLS-SEM to analyse the data. The results of this research reveal that: 1) Local food enjoyment has a positive effect on customer delight 2) Local food enjoyment has a positive effect on revisit intention 3) Customer delight has a positive effect on revisit intention and 4) Customer delight mediates the relationship between local food enjoyment and revisit intention. Culinary tourism, which promotes local foods, has the potential to improve local community resilience during the COVID-19 pandemic.

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当地食物的享受和顾客的喜悦:重游意愿的关键

爪哇中部长期以来一直被称为印度尼西亚的经济增长中心。该地区最大的城市之一，也被称为国内最受欢迎的旅游目的地之一，是日惹。这项研究的目的是了解当地食物的乐趣和顾客的喜悦对日惹游客的作用，特别是马里奥罗地区。这种定量研究采用采样过程;在线调查问卷分发给日惹马里奥罗的193名游客。研究使用plms分析数据。这项研究的结果表明:1)快乐享受当地的食物有积极的影响消费者2)享受当地的食物对回访3)快乐的意图有积极影响消费者对回访的意图有积极影响,4)当地消费者memediasi快乐享受食物之间的关系和意图回访。在COVID-19大流行期间，通过当地食品促进来增加当地居民的适应能力。爪哇岛的中心一直被认为是印度尼西亚经济增长的中心之一。该地区最著名的城市之一，也被称为日惹，是最受欢迎的旅游目的地之一。这项研究涉及到参观日惹的当地食品租赁和客户兴奋的角色，特别是马里奥罗地区。这个量量研究利用了采样;日惹马里奥罗193名游客在网上发问。这是对数据分析的核磁共振检查。results》这个研究揭露那a: 1)本地食品enjoyment有积极效应在客户软糖2)本地食品enjoyment有revisit的意图上的一个积极效应3)客户软糖有甲上的积极效应revisit的意图和第四师)客户软糖mediates《本地食品enjoyment和revisit之间关系的意图。促进地方食品的库利里旅游，在COVID-19大流行中有可能留下当地社区的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Jurnal Muara Ilmu Ekonomi dan Bisnis

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