The Influence of Memorable Tourism Experiences on Tourists Behavioral Intentions in Solo Raya Tourist Destinations Reza Afrizal(a), Astri Suryanti(a), Dila Maghrifani(a), Sri Hestiningsih Widiyanti(b), Catur Sugiarto(a*)
a) Faculty of Economic and Business, Universitas Sebelas Maret, Surakarta, Indonesia
*catursugiarto[at]staff.uns.ac.id
b) Badan Riset dan Inovasi Daerah (BRIDA) Jawa Tengah
Abstract
The tourist destinations in Subosukowonosraten offer various types of attractions that can be visited by tourists. Subosukowonosraten is a development region (WP) that includes the City of Surakarta and the regencies of Boyolali, Sukoharjo, Karanganyar, Wonogiri, Sragen, and Klaten. While not all regencies or city in Subosukowonosraten focus on regional development in the tourism sector, each of them possesses unique tourism potential that can be developed according to the distinctive characteristics of their respective areas. Tourist destinations in Subosukowonosraten can accommodate various preferences desired by tourists during their visits. The behavior of tourists towards this tourism potential is warrants further study to gain an understanding of the factors that can influence tourists^ behavioral intentions towards tourist destinations in Subosukowonosraten and investigating how past tourism experiences can stimulate the intention for return visits by tourists is crucial.
This research aims to examine how memorable tourism experiences influence tourists^ behavioral intentions in Subosukowonosraten. In addition, this study also aims to examine several other variables believed to have the potential to mediate tourists^ behavior.
This research employs a survey method, utilizing purposive sampling technique based on specific criteria applied to the research respondents. The variables in this study include Memorable Tourism Experiences, Digital Marketing Interaction, Positive Emotion, Motivation, and Behavioral Intention. The research instrument, comprising measurement indicators for these variables, is adapted from previous studies. The collected data is processed using the Structural Equation Model (SEM) method with the SmartPLS 3 application.
The findings of this research indicate significant results for the variables considered, both directly and indirectly. The study reveals a significant and positive influence between memorable tourism experiences and behavioral intention. The roles of digital marketing interaction, positive emotion, and motivation in mediating the relationship between memorable tourism experiences and behavioral intention are also confirmed.
The findings of this research can serve as valuable considerations for destination managers, especially in the Subosukowonosraten development region, in the development and improvement of their managed tourism sites to foster positive behavioral intentions among tourists. Tourism managers may take into account the impressions gained by tourists during their visits, as these impressions can influence behavioral intentions, including the intention to revisit and exhibit various positive behaviors towards the tourist destination.
