Pengaruh Persepsi Manfaat Teknologi Pintar dan Literasi Digital terhadap Niat Kunjungan Ulang dengan Kepuasan Wisatawan sebagai Variabel Mediasi (Studi pada Destinasi Wisata Budaya di Kota Singkawang)
DOI:
https://doi.org/10.58344/locus.v5i8.5970Keywords:
Kepuasan Wisatawan, Literasi Digital, Niat Kunjungan Ulang, Persepsi Teknologi Pintar, Smart TourismAbstract
Transformasi pariwisata pintar (smart tourism) menghadirkan tantangan strategis bagi destinasi wisata budaya yang mengandalkan otentisitas tradisi, seperti Kota Singkawang. Penelitian ini bertujuan untuk menginvestigasi pengaruh persepsi teknologi pintar dan literasi digital terhadap niat kunjungan ulang, dengan mengevaluasi peran kepuasan wisatawan sebagai variabel mediasi. Pendekatan kuantitatif eksplanatori digunakan dengan menyebarkan kuesioner kepada wisatawan yang pernah berkunjung ke Kota Singkawang. Berdasarkan teknik purposive sampling, sebanyak 204 responden yang valid dianalisis menggunakan Partial Least Squares - Structural Equation Modeling (PLS-SEM). Hasil penelitian empiris membuktikan bahwa persepsi teknologi pintar dan literasi digital secara parsial memberikan pengaruh positif dan signifikan terhadap kepuasan wisatawan serta niat kunjungan ulang. Temuan terpenting dari studi ini adalah kepuasan wisatawan terbukti secara signifikan mampu memediasi pengaruh kedua variabel independen tersebut terhadap pembentukan loyalitas destinasi. Temuan ini memperkuat Theory of Planned Behavior (TPB) dan memberikan implikasi praktis bagi pengelola destinasi bahwa infrastruktur digital yang canggih harus selaras dengan literasi digital pengunjung guna mempertahankan tingkat kepuasan pengalaman tanpa mencederai nilai otentisitas budaya lokal.
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